Sturla Holm Lægreid Signs New Contract With Madshus

Inge Scheve Inge ScheveFebruary 6, 2021
Sturla Holm Laegreid (NOR). (Photo: Manzoni/NordicFocus)

The 23-year-old biathlon extends his relationship with Madshus, signing a new long-term contract with the Norwegian brand. The new contract covers both equipment and promotion.

“I’m excited to continue my partnership with Madshus. Most importantly, I’m extremely satisfied with Madshus, both in terms of equipment as well as service and support,” says Sturla Holm Lægreid, who is also looking forward to the new marketing agreement.

“I’m excited to cooperate more extensively on marketing and promotion, and I believe that I can contribute to generate a positive drive around the Madshus brand and products,” Lægreid says.

For Madshus, the new contract is both a vote of confidence and an important part of the brand marketing and promotion plan.

“We are excited to announce that we have just reached an agreement with Sturla Holm Lægreid to continue our relationship. The new contract is a huge vote of confidence. We are proud that Sturla chooses to continue his relationship with Madshus, and we are excited to support him,” says Per Wiik, Global Marketing Director at Madshus.

“We’ve had a great relationship with Sturla over the past years, and we are excited to continue and expand this relationship in the years to come. This season, Sturla has made impressive progress. He is constantly challenging the established elite and repeatedly posting podium finishes at the World Cup level. Obviously, as a part of the contract, Sturla will continue to be a central part of our marketing and promotion strategy,” Wiik says.

Curious about Lægreid’s equipment? Check out his Redline 3.0 skis and Redline skate boots!

Sturla Holm Lægreid made his international breakthrough at the senior elite level last winter. First, he took home the silver medal in the pursuit from the IBU European Championships in February 2020. Then, he posted three top-13 finishes in his first races at the World Cup level the two following weekends. In April, Lægreid was named to the 2020-21 Norwegian National A-Team.

This season, the national team rookie posted his first World Cup podium at the IBU World Cup season opener in Kontiolahti (FIN) in November, and has continued to collect World Cup podiums nearly every weekend since then.

QUICK FACTS: STURLA HOLM LÆGREID
Birthdate: February 20, 1997
From: Bærum
Residence: Lillehammer
Club: Bærum SK
Team: Norwegian National Biathlon A-Team
Selected merits:
IBU World Cup 2020/21: 7 podiums (including 4 victories)
European Championships 2020 – silver medal (pursuit)
IBU Junior World Championships 2018 – 2 silver medals (normal, relay)
Junior National Championships – 3 gold medals, 2 silver medals

Sturla Holm Laegreid (NOR) added another IBU World Cup podium finish to his resume with 2nd place in the 20km individual competition in Antholz (ITA) on January 22. Photo: Nordic Focus

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Inge Scheve

Inge Scheve

Inge is FasterSkier's international reporter, born and bred in Norway. A cross-country ski racer and mountain runner, she also dabbles on two wheels in the offseason. If it's steep and long, she loves it. Follow her on Twitter: @IngeScheve.

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