Your Coffee is ready. Your Coffee is ready. Your Coffee is ready. Your Coffee is ready. Your Coffee is ready

Sigmundsdottir Signs with Volkswagen

Apr 2, 2020 by

At a time when the global sports world has ground to a halt and the CrossFit Games season inches closer to being canceled altogether, Sara Sigmundsdottir is making major news after inking a deal to be Volkwagen’s new global brand ambassador for their sporty R line.

  • Sigmundsdottir: “Signing this contract is one of the milestone moments in my professional career. It has been a long time coming and I lack the words to describe how happy and grateful I am. I fully realize that the timing of this announcement comes at a time where there are far more important issues going on in the world but at the same time I feel that it can be a source of encouragement and hope to show that wheels are still turning and deals are still being done.”

Why it matters: Volkswagen’s decision to sign Sigmundsdottir speaks volumes to her marketability on a global scale but also the appeal and recognition of CrossFit Games athletes in marketing. Though this is only a toe in the water, this is the largest company to enter the CrossFit market and begins to pave the way for other non-fitness companies to enter the space.

  • Volkswagen’s annual revenue in 2019 was just under $275 billion dollars. To put that in perspective, that’s nearly 7x the annual revenue posted by one of Sigmundsdottir’s other sponsors, NIKE.

One big thing: To our knowledge, this is the first CrossFit Games athlete in history to be a global brand ambassador for a car company. We’re not talking about a local dealership partnership, but one of the largest car companies in the world with a near-limitless marketing budget.

For Sigmundsdottir, the deal also demonstrates how widespread her marketability is, adding to an already impressive list that includes:

  • NIKE
  • FITAID
  • Rogue
  • Trifecta
  • Compex
  • Foodspring
  • Unbroken


, , , , , , ,

Sara Sigmundsdottir



Get The Newsletter

For a daily Digest of all things CrossFit. Community, Athletes, Tips, Recipes, Deals and more.


Read Next:

Community

Jan 31, 2020 by

How to Watch: Freakest Challenge

One of the most unique and popular functional fitness competitions will take place at the Sant Jordi Club in

Community

Jan 25, 2020 by

Freakest Challenge Lineup: Fraser, Sigmundsdottir, Ohlsen + 5 Others

Just a little more than a week after we released that Sara Sigmundsdottir would be one of eight NIKE athlete-mentors

Support Our Journalism

More than ever before, we need your help to keep all this going. If you’ve enjoyed our work, become a Premium Member and help ensure that we can continue to be an independent voice for this community and sport we love.

Support Us

Create an account

To comment on articles, use our upcoming mobile app and more coming soon...


Already have an account? Sign in here.

Log in to Access


Not signed up? Create an account here.

Forgot your password?

Forgot your password?


Your Coffee is ready. Your Coffee is ready. Your Coffee is ready. Your Coffee is ready. Your Coffee is ready