Heikki Kovalainen wears Angry Birds helmet at the 2012 Formula One Australian Grand Prix
One of the most addictive games ever, Angry Birds has announced their arrival in the world of motorsport by collaborating with Formula One racecar driver Heikki Kovalainen. Earlier last week, Rovio Entertainment, the makers of Angry Birds, announced that they have partnered with Finnish driver Heikki Kovalainen in order to promote their webgame and merchandize.
30 year old Heikki drives for Caterham F1 currently, began his Formula One career back in 2007. His first win came in 2008 at the Hungarian Grand Prix. At the 2012 Australian Grand Prix, Heikki was seen racing during the weekend wearing his new Angry Birds helmet.
On associating himself with Angry Birds, Heikki Kovalainen said: “This is a great partnership on many levels. It’s the first time that I’ve partnered with a gaming company, and it fits with my larger focus on partnering with unique brands. As a Finn, I’m also happy to be backing a Finnish company on a global platform. Most importantly, I’m a big Angry Birds fan!”
Angry Birds flies into Formula 1 with Heikki Kovalainen and Rovio to collaborate on an innovative and novel merchandise and webgame partnership.
March 15, 2012 — Espoo, Finland — Rovio Entertainment announced today their merchandising and webgame partnership with Finnish Formula 1 star Heikki Kovalainen. Kovalainen will also be sporting a brand new co-branded Angry Birds helmet, which will debut at this weekend’s inaugural Formula 1 race in Melbourne, Australia.
“This is a great partnership on many levels,” said Heikki Kovalainen. “It’s the first time that I’ve partnered with a gaming company, and it fits with my larger focus on partnering with unique brands. As a Finn, I’m also happy to be backing a Finnish company on a global platform. Most importantly, I’m a big Angry Birds fan!”
“We’re so excited to be working with Heikki on this, the first partnership of its kind in F1,” said Harri Koponen, EVP Consumer Products at Rovio Entertainment. “The helmet looks amazing, and we think people are really going to enjoy the webgame and merchandise.”
Martin Anayi of IMG Worldwide worked closely with Mikael Hästbacka of Numea Consulting to bring Heikki and Rovio Entertainment together, based on Heikki’s enthusiasm for supporting Finnish companies looking for an international platform. With Angry Birds being a true online phenomenon, having recently flown through 17mn ‘likes’ on Facebook alone, a collaboration with Heikki and the Finnish company seemed like a natural fit.
The co-branded merchandise line will be released later this spring with the webgame, which will feature fun Angry Birds game levels with a racing theme in addition to other bespoke content, launching later in the summer.
About Rovio Entertainment
Rovio is an industry-changing entertainment media company based in Finland, and the creator of the globally successful Angry Birds franchise. Angry Birds, a casual puzzle game, became an international phenomenon within a year of release, and is now the number one paid app of all time. Following this success in mobile gaming, Angry Birds has expanded rapidly in entertainment, publishing, and licensing to become a beloved international brand. For more information, see www.rovio.com.