Kesko Oyj : Co-operation between Pirkka and the Finnish Basketball Association to continue

This year's cooperation is displayed on the sides of Pirkka's milk cartons, in new Pirkka products as well as in the K Group's media and, of course, it is seen in the Pirkka Street Basket events around Finland.

- We want the marketing of food to emphasize other values than just the price. Therefore, cooperation with the FBA is well suited to Pirkka's brand because we want to promote responsible practices and the physical activity and well-being of children and young people, says Ari Akseli, Vice President for Commerce, Kesko's grocery trade.

- Cooperation with Pirkka has significantly increased the reputation and appreciation of basketball in Finland, something which is of the utmost importance to the sport. The merits of the cooperation can be seen in the recently set record for new players applying for a playing licence. This year, the record will be broken again, says Timo Vertio, Sales and Marketing Director of the Basketball Association.

Pirkka Street Basket is still the most visible part of the co-operation

Part of the men's basketball European Championships Qualifiers will be played in Helsinki from 31 August to 6 September 2017 - the first in Finland for 50 years, bringing even more visibility to the sport this year.

There is a lot happening in basketball at the moment, so cooperation between Pirkka and the FBA has beeen energised and become closer. Nevertheless, the basis of the cooperative work is promoting physical activity as well as good and healthy eating.

- It has been great to see how K-food merchants from all over Finland have helped to realise the Pirkka Street Basket events, sponsored Pirkka tournament snacks for the smallest basketball enthusiasts, organised basketball-themed events and put their own personality into the game when marketing it, says Akseli.

K-food stores, Pirkka, and the FBA have encouraged over 25,000 children to become physically active over the years and in 2017 there are 26 Pirkka Street Basket events, which are expected to get around 10,000 children up, running and jumping - a figure far higher than in previous years.

Cooperation is expanding to Pirkka products

The Little Wolves (FBA's youth basketball project) and the Basketball Association will appear on the side of the Pirkka dairy cartons, taking the message of the joy of physical activity directly to the dining table; Pirkka milk cartons are a significant way of advertising in Finland because over two million litres of Pirkka-branded milk are sold for per week.

In addition, Pirkka Little Wolf oatmeal rolls were added to the Pirkka range in May, providing a healthy snack alternative for both young and old players.

- In accordance to the Finland 100 theme, we have got together with some of the best Finnish partners to celebrate this centenary of Finnish independence, of which the FBA is one of our most prominent partners. It is a pleasure to continue cooperation with them in celebrating this most significant year, says Akseli.

- Thanks to our strong partnership, the FBA is able to offer basketball training for all young players who join the association during the year. Included in the licence fee is a Pirkka Little Wolf basketball and player insurance for youngsters, says Vertio.

Pirkka Street Basket tour schedule for May:

3 May, Klaukkala, K-Citymarket Klaukkala
4 May, Helsinki, K-supermarket Arabia
5 May, Espoo, K-supermarket Seilori
8 May, Forssa, K-supermarket Forssa
9 May, Turku, K-Citymarket Kupittaa
10 May, Kaarina, K-supermarket Katariina
11 May, Salo, K-Citymarket Salo
12 May, Pori, K-Citymarket Pori Puuvilla
15 May, Loimaa, K-Citymarket Loimaa
16 May, Karkkila, K-supermarket Karkkila
17 May, Nokia, K-supermarket Löytis
18 May, Lappeenranta, K-supermarket Rakuuna
19 May, Orimattila, K-Supermarket Orimattila
22 May, Jyväskylä, K-supermarket Länsiväylä
23 May, Tampere, K-Citymarket Linnainmaa
24 May, Kouvola, K-Citymarket Kouvola
29 May, Vaasa, K-Citymarket Kivihaka
30 May, Oulu, K-Citymarket Kaakkuri
1 June, Rovaniemi, K-Citymarket Rovaniemi