Saab Sponsors Aspen Shortsfest

Last week, Saab sponsored the 20th annual Aspen Shortsfest, which attracts an audience of over 30,000 guests annually, from local residents to Hollywood A-listers. All movies are under 40 minutes, and many go on to win Oscars in the category. The mountain west market, as CJ can tell you, could be a huge source of sales for the 9-4x. It’s great to see Saab going after this area aggressively (and better to see that there’s still good Spring skiing on Little Nell behind the 9-4x 😉 ). Saab uploaded a picture of the 9-4x on the streets of Aspen to their Facebook wall, and you can see their “Think Independently” video booth after the break.

Read moreSaab Sponsors Aspen Shortsfest

Jane Eyre premiere hosted by Saab

Sorry, but I had to find something that wasn’t related to Mr. Antonov.

On Wednesday the première of the movie Jane Eyre was celebrated at NYC’s Tribeca Grand Hotel. The event was sponsored by W magazine, Saab and Focus Features.

Mia Wasikowska, the leading actress, did wear a Elie Saab dress. I hope some of the public assisting to the event did know that there are other companies using SAAB as brand name. 😉

Press release: Sponsorship of the Nomad


Saab GB is pleased to announce their sponsorship of a brand new cinema experience: The Nomad – Driven by Saab.

The Nomad is an exciting, roaming pop-up cinema experience that is set to tour 150 locations across the UK. Having perfected the art of ‘cinema al fresco’, the Nomad will showcasing an eclectic selection of films, ranging from classics to cult, noir and silent to mainstream guilty pleasure films, screenings will be held in beautiful and unexpected locations both in-door and out, from castles and abbeys to theatres, ballrooms and country house estates.

As part of the package, developed and negotiated by Carat Sponsorship via Pearl and Dean, Saab will also be showcasing a series of themed film events, bringing to life and celebrating its ethos of Independent Thinking.

The Nomad’s first cinema viewing will take place in Stevenage on 13th March. Visit for more details. The Nomad cinema experience immerses audiences not only in the film but adds elements of theatre, music dressing and performance and this year’s nationwide tour is expected to attract more than 130,000 film lovers. Carat Sponsorship and Saab GB will be working closely with The Nomad to jointly market these events using a variety of traditional and more unconventional promotion.

Andy Biernacki, National Communications Manager at Saab GB said: “Saab is delighted to support The Nomad pop-up cinema adventure in 2011. The Nomad is an exciting and engaging new way to experience cinema and sits well with Saabs own culture of challenging convention, so we’re pleased to be involved in this innovative new venture.

He continues; “We’re currently in the middle of the biggest product offensive in our history with more new products set to launch over the next twelve months, as we continue to build brand momentum. The Nomad provides a great platform to reach a targeted audience.”

Sally Wilton and George Wood, co-founders of The Nomad said: “We’re delighted to welcome Saab as headline sponsor of The Nomad.
“The Nomad is a roaming pop-up cinema experience, dedicated to creating carefully crafted, inspiring and powerful film events, high impact aesthetically, low impact on the environment – we couldn’t think of a more suitable partner than Saab.
We’ve been really impressed with their commitment to supporting our adventure, and their commitment to having a little bit of fun along the way!”
Joe Copeman of Pearl & Dean said: “We are very excited to be able to announce the headline sponsorship of such an exciting property. Both Nomad & Saab share very similar brand values, making them the perfect partners. This is exactly the type of new opportunity that Pearl & Dean embrace and are delighted to work with Nomad & Saab to push cinema into new and exciting places.”

The Nomad 9-3x

RedJ here.

I’ve never heard of something like that, but cinema always attracts people, so I think it is an interesting sponsorship.

Scottish Snowcross Championships 2011

Scotland is not Switzerland or Sweden, but they seem to have a couple of mountains where in winter they can have some snow fun.

This weekend the 2011 Scottish Snowcross Championships took place in the Glenshee Ski resort.

2011 Scottish Snowcross championship's poster

As you can see, it was sponsored by Saab.

It is an amateur competition, but at least locally, it keeps the name of Saab related with Snow-sports.

Last year Saab already sponsored the event, and it seems like people had a lot of fun.

For more pictures visit the Aberdeen snowsports club.

Back in the days where Ski-cross came to life SAAB-Salomon was a big name in the scene, they even had its own team. Now SAAB doesn’t have the budget, imho, but Salomon is continuing the job on its own.

I hope the relationship with Salomon is still there, and Saab can rejoin Salomon in 2013 when the financial problems of Saab become a lesser problem.

Press Release: SAAB GB sponsoring cricket website


As excitement builds ahead of the ICC Cricket World Cup in February, Saab GB has announced a major sponsorship deal with, the world’s leading cricket website.

The independent Swedish company will be the lead sponsor of ESPNcricinfo’s extensive Cricket World Cup coverage during the tournament, with a key presence on the company’s website. Saab will also sponsor the launch of ESPNcricinfo’s first iPhone and Android apps that will be available for web users to download throughout the tournament.

In addition, the partnership will extend to a major new editorial collaboration – ESPNcricinfo’s Innovation Series, in partnership with SAAB – a ten-week series of in-depth features, written by ESPNcricinfo’s experts and cricketing legends. The features will detail the developments and advancements in cricket history that have helped shape the modern game.

David Pugh, Marketing Director at Saab GB, comments: “Saab is delighted to support ESPNcricinfo’s online coverage of the Cricket World Cup in 2011.” ESPN is a well established brand and its cricinfo offering has developed hugely over the past few years, so we’re pleased to be supporting the website and to be involved in such a major sporting event.

“The sponsorship comes at a pivotal time for Saab as the brand continues to build momentum. We’re currently in the middle of the biggest product offensive in our history with more new products set to launch in the next twelve months. will give us a fantastic platform to reach a targeted audience.”

ESPNcricinfo, supported by Saab, will be delivering extensive coverage of the Cricket World Cup including ball-by-ball updates, scores and text commentary as well as recaps, interviews and player profiles from every match. Expert analysis and insight will be led by ESPNcricinfo’s team of cricket greats such as Ian Chappell, former Australia cricket captain and Geoff Boycott, former England cricketer and fourth highest accumulator of Test centuries in history.

Red J here:
I think cricket is a big sport in the UK, and ESPN is big sports. So for me it is a good move.

If you live in the UK, what do you think about it?

Saab sponsoring Dutch womens speedskate team (Team Liga)

Saab Netherlands has taken on sponsorship of Team Liga, a Dutch womens speedskating team.

Team Liga Saabs

The Dutch speedskating season is about to begin and Team Liga is a new team in the Dutch competition. The main sponsor is Liga, a biscuit company (yum!)

The star of the team is Annette Gerritsen, who has held a number of junior speedskating records, and who won the Olympic silver in the 1000m, missing gold by only 2/100ths of a second.

The other team members are Marianne Timmer, Margot Boer and Floor van den Brandt.

Team Liga


If my entry about this new sponsorship seems a little bit mechanical, it’s because I know absolutely nothing about competitive ice skating in general, or speedskating in particular. Hey, I live in Australia, where speedskating is seen only slightly more frequently than Halley’s Comet.

But my understanding is that it’s big up there in Europe, so it’s great to see SaabNL getting involved.

Go Team Liga!!

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