SAS: Making Olympic dreams come true

SAS’ cooperation with the region’s Olympic committees marks a first for all involved forging an impactful partnership beyond travel.

"The Olympics hold a special place in the hearts of the people in this region, not only due to the success we’ve enjoyed over the years, but also because they represent so much that we, as people, value. Nature, clean water and sports are very much part of the Scandinavian brand, if you like, and we as an airline, hold those Scandinavian virtues in our DNA.

That’s why we’re so pleased to announce agreements with the Swedish Olympic Committee, the National Olympic Committee and Sports Confederation of Denmark, and the Norwegian Olympic and Paralympic Committee and Confederation of Sports in Norway, covering the 2020 Summer Games in Tokyo and the Winter Olympics in Beijing two years later. 

It’s the first time something like this has ever been done, bringing SAS together with the three regional Olympic committees, but it’s a move that makes sense on many levels. We share common borders, history and values in the region, and we’re truly proud to be able to help our athletes achieve their dreams. We connect with these people both as who we are as a company but also as who we are as Scandinavians. 

Underpinned by a commercial agreement, this wide-ranging cooperation also supports taking a bigger position abroad, helps future travelers and inspires Scandinavians to lead a more sustainable and healthy lifestyle. After all, athletes are the ultimate travelers. They start out with a passion to follow and a dream to chase, devoting physical and mental energy on reaching their ultimate Olympic goal in a distant future. They have to make time matter, because every step of the way is important, so in many ways they perfectly fit our brand, as well as our essence as Scandinavians. 

This marks a historical moment both for the committees and for us, and one that sees the SAS brand go far beyond just being an airline."

Annelie Nässén, 
SAS Executive Vice President Global Sales & Marketing

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