In August, 250 athletes who secured a ballot place will jump into the icy waters of Norway’s Hardangerfjord to take on one of the world’s toughest endurance events: the Norseman Xtreme Triathlon.
Set to be held on August 2, 2025, this year will mark the 22nd edition of Norseman and the fifth time the event has hosted the XTRI World Championship. This year’s event also sees British motoring brand Land Rover Defender (part of Jaguar Land Rover) on board as an official partner.
With limited spots available for the extreme triathlon in Norway, through a ballot system, the competition for entry to Norseman remains fierce, and many athletes have been applying to participate for over a decade. For the 2025 edition, interest surged to a record high – with 6,304 athletes from 96 countries registering for a chance to participate in the popular race.
Land Rover Defender joins in 2025 as one of four main sponsors for the Norseman Xtreme Triathlon. Defender will, among others, contribute with support-vehicles and logistical support to selected athletes; and, in 2026, Defender will participate with its own Norwegian race team for the event.
Defender has a long-standing tradition of supporting athletes and adventurers. From the Dakar Rally to its own Defender Trophy challenge, the brand has activated in some of the world’s toughest environments.
Fam Gudim, PR & Event Manager at Jaguar Land Rover Norway, said “Norseman is an extreme race that reflects Defender’s DNA – endurance, capability and adventure.
“Together, we aim to inspire people to push boundaries and embrace the impossible. This
collaboration brings the Defender brand to life in a genuine and powerful way, among real eveyday heroes. It truly embodies Defender’s ethos ‘Embrace the Impossible’.”
Fredrik Mandt, Marketing and Race Director at Norseman, added “We’ve honestly just been waiting for the right moment to bring Defender on board. “It’s an ideal brand match.
“Norseman is about raw strength, nature, and going beyond limits – just like Defender. We’re made for each other”
Team Defender 2026
While all eyes are on this year’s event, plans are already underway for 2026. Defender will debut its own Norwegian race team, with a few open spots still to be filled.
www.nxtri.com
www.landrover.no
