The 2011 winter season will see car manufacturer Mini intensifying its involvement in lifestyle sporting events on snow and ice. As a cooperative partner to renowned snowboard manufacturer Burton, MINI will for the first time assist in the organisation of the Burton Global Open Series. Beyond this Mini will be continuing the partnership successfully launched with Austrian energy drink producer Red Bull at the beginning of 2010, which revolves around the Red Bull Crashed Ice World Championship.
Burton Global Open Series
Mini and Burton Snowboards are proud to announce a global partnership that focuses on the Burton Global Open Series (BGOS), one of snowboarding’s most progressive competition series that takes place in four countries and awards riders with an overall championship title. Founded by Jake Burton, the Opens have grown from grassroots events to world class competitions attracting tens of thousands of spectators and riders from around the world.
As the presenting sponsor, Mini will play a key role in the BGOS, starting with the Burton European Open (BEO) next month in Laax, Switzerland. Along with a variety of other onsite activities, Mini will provide athlete and VIP shuttle services at the BEO in the new Mini Countryman – the first MINI model to offer not only five seats, but also a luggage compartment that can be extended up to 1,170 liters (41.3 cu.ft) to accommodate snowboard gear. Thanks to optional Mini ALL4 all-wheel drive, the Mini Countryman promises driving fun and performance on the way to and from the mountain.
The partnership between Mini and Burton also includes two awards that Mini will present to competitors at the US Open, the final BGOS event of the season. In addition to the Burton purse of $50,000 cash, the male and female rider with the most BGOS points for the 2010/2011 series will each receive a new Mini Countryman. Mini has created a special rider award that’s in line with the Mini philosophy ‘Creative Use of Space’. The ‘Creative Use of Space’ award will be an additional cash prize given to one male and one female rider who have shown creativity and progression throughout the BGOS series.
Red Bull Crashed Ice
Mini will expand its cooperation with Red Bull. The car manufacturer will be partner of Red Bull Crashed Ice, where groups of four athletes on ice skates plunge down an ice cross downhill track some five metres wide and peppered with bumps, jumps and banked turns. This innovative and – in every sense – cool winter sports events comprises four events. The races take place on an artificial ice cross downhill track specially created for each event and extending to around 350 metres in length. As in 2010, the venue for the season opener on 15 January 2011 is the Olympiapark in Munich.
For Mini, this committed involvement in unconventional winter sports opens up new possibilities for reaching a young, actively sporty, lifestyle-oriented target group. Where innovative concepts, originality and the right feeling for speed and curves are at the heart of the action, the brand’s latest models are right in their element as well. Mini provides an athletes’ shuttle services with Mini Countryman for the Red Bull Crashed Ice World Championship.
At the Red Bull Crashed Ice World Championship, Mini will also be demonstrating its innate commitment to supporting outstanding talent: 2011 will mark the first presentation of the Mini Rookie Award. This distinction is reserved for the best newcomer of the year and will reward the top-placed of all athletes venturing onto the ice cross downhill track for the first time in the new season. After the curtain-raiser in Munich on 15 January 2011, the Mini Rookie Award will also be presented at the next three events in the Red Bull Crashed Ice World Championship.