NOSHT (Potential Foods Oy) has signed a partnership agreement with the Finnish Orienteering Federation. In 2026–2027, NOSHT will serve as the senior and junior national orienteering teams’ official sports drink and nutrition partner. The agreement also includes an option for 2028.

This partnership takes NOSHT products to where performance is truly tested: forests, hills, marshes and rocky terrain – and the intense pressure of major championships.

Orienteering is an endurance sport where nothing is flat

Orienteering is more than running. It combines:

• strong physical endurance

• constant concentration

• quick decision-making

• technical skill in varied and often unforgiving conditions

Long efforts, multiple starts during the season and training in different terrain place special demands on nutrition. Energy intake and hydration must work reliably – in demanding training, at camps and at major international championships alike.

That is exactly where NOSHT comes in.

NOSHT and Jollos supporting elite performance

NOSHT and Jollos products are developed for situations where the body is working hard and the stomach still needs to keep up.

At the heart of the partnership are:

✅ gut friendliness
✅ steady energy intake
✅ ease of use even at high speed

It is about shared everyday experiences as well as products. The national team partnership includes content collaboration drawing on the experience of athletes and coaches. The aim is to highlight what elite performance really requires: long-term effort, repetition, preparation and smart choices day after day.

Real work, on the sport’s terms.

Shared values bring us together

“Orienteering is a sport in which performance is built on sustained work, dependable choices and the ability to operate in changing conditions. For us at NOSHT, it is natural to support elite performances in a sport centred on values, nature and authentic effort. We want to be part of the national teams’ everyday lives with products designed to work under heavy exertion,”
says Jussi Hildén, NOSHT.

The Orienteering Federation also sees the partnership as a natural part of everyday elite sport:

“NOSHT is a partner that fits the world of orienteering. The sport places particular demands on energy intake and hydration, and NOSHT and Jollos products meet those needs extremely well. The partnership supports the national teams’ daily work and preparation for elite performances,”
says Marko Kantaneva, Finnish Orienteering Federation.

We at NOSHT are super excited about this journey 💚
Over the coming years, we will be there on the trails, at the controls and at major championships, supporting Finland’s elite orienteers as they work towards the very top of the world.

Pick up the national orienteering team’s favourites here:
Jollos 8 Flavour Bundle
Sports Drink Lemon
Palkkari Chocolate

More information and media enquiries:
NOSHT / Potential Foods Oy
Jussi Hildén | Product and Operations Manager
jussi@nosht.com | 040 810 3758

Finnish Orienteering Federation
Marko Kantaneva | Sales and Marketing Manager
marko.kantaneva@suunnistusliitto.fi | 045 214 6681