The Finnish Basketball Association – Jussi Laurila
Susijengi and Arctic Nutrition are united by the desire to achieve big things
Arctic Nutrition has signed a multi-year cooperation agreement with the Finnish Basketball Association. The long-standing cooperation now takes on a new and broader form. In an interview with Jussi Laurila, sales manager of the Finnish Basketball Association and product manager of the new Olympic sport 3×3, we discuss the background of the cooperation.
The Finnish Basketball Association and Arctic Nutrition signed a three-year cooperation agreement
– After small changes, we found a completely new tone for cooperation. I personally feel that the personal chemistry between me and the founder of Arctic Nutrition, Teemu Penttilä, matched perfectly from the very first meeting. It is natural that we want to find those people and companies around our operations with whom it is pleasant to cooperate.
According to Laurila, the starting points for renewing the contract and above all for growing the entirety were not very easy.
– There were several moments where the people of Arctic Nutrition could have said thank you, but goodbye to our partnership. Fortunately, this did not happen, and the cooperation continues in a bigger way than ever before, Laurila rejoices.
"I am impressed by the attitude of the entire Arctic team and how everyone works towards a common goal."
– Jussi Laurila, the Finnish Basketball Association, sales manager
A cooperative agreement is more than a sponsorship
Jussi Laurila is talking specifically about the partnership between the Finnish Basketball Association and Arctic Nutrition, not just sponsorship, which unfortunately is often combined with sports partnerships. He firmly believes that cooperation is mutually beneficial. According to Laurila, Susijengi can be a tool for Arctic Nutrition, for example, for growing international operations.
– We all understand that we are a rather small nation and market area on a global scale. The international market offers an incredible opportunity for growth, which in turn enables new innovations, investments and product development. In addition, I believe that Arctic's products are the kind that appeal to consumers outside Finland's borders as well, Laurila says.
Arctic Nutrition is a good partner for the Finnish Basketball Association, supporting players to reach their maximum potential
Jussi Laurila feels that Arctic Nutrition has exceptionally well understood the value of partnership for its own business, as well as the opportunities brought by the utilization of cooperation.
– We want both parties to make and produce the best possible quality in our own industries. In addition, our people at the Finnish Basketball Association's office must, with coaches, help the players reach their maximum potential, and it's great that our partner supports us and the players in this goal.
– My superior, our CEO Kati Packalén, once taught me that "If you want to go fast, go alone. If you want to go far, go together". As in Susijengi, also in Arctic Nutrition, it has been understood that by working together as a team, bigger things can be achieved than by everyone individually, says Laurila.
The benefit experienced by the players from Arctic's products measures the value of the cooperation
– An athlete's body is like a vehicle tuned to its peak, and it really matters what kind of fuel is put into the machine. If even one player feels that they have received added value from Arctic's products, the cooperation has been successful, Laurila says.
The future of Finnish basketball looks bright
Susijengi, led by Lauri Markkanen, has long been the flagship of the sport, which can be seen and heard in the media. However, Laurila wants to highlight, for example, the development of girls' basketball, which the Finnish Basketball Association has been working on for a long time.
Finland has risen to 15th place in the girls' FIBA world ranking. It is a significant achievement in a sport played by 450 million people worldwide. Laurila hopes that this will also help the women's national team to achieve sporting success in the future.
– We have a pipeline of home championships in front of us, which we must manage to take advantage of. With the successful championships, our sport has the opportunity to grow even more in Finland. In 2024, the European Championships for boys under 18 years of age will be held in Tampere, and in 2025 Susijengi will play the first group of the men's European Championships at Nokia Arena. In addition, we have applied for the women's European Championships in 2027, Laurila says.
Laurila's favorite product is the Bilberry Flow energy drink
With his wife, Laurila has been allowed to grow up in a family where berries are an inseparable part of the diet and the content of the freezer. According to him, it's great that berries are used for people's overall well-being. Flow's natural ingredients are also praised.
– Even common sense already says that consuming synthetic substances cannot do much good for the body. It's wonderful that people are offered options by Arctic that are made from natural ingredients, commented Laurila.
Laurila mentions Bilberry Flow as his favorite product.
