Take on POSH!

↑ From left to right: Chris Miller, Darren Ferguson, Bob Symns (The Posh Chief Executive) and Frank Ystenes celebrate the sponsorship

Norwegian company ABAX has successfully established in the UK and, with its five-year sponsorship of Peterborough United, is forging strong links with the local community

Having established its UK base in Warmington just three years ago, Norwegian company ABAX has already made a name for itself in the Peterborough area and beyond. Last November the technology company, which works with businesses and individuals who use a vehicle at work, signed a five-year sponsorship deal with Peterborough United, bringing about the stadium’s first name change since the club was founded in 1934.

The ABAX Stadium heralds a confident new era for ABAX and the Posh, as ABAX UK owner and director Frank Ystenes explains: ‘We genuinely want to offer the club as much support as we can with this partnership. We are branching ABAX out in the UK from a Peterborough base, so to have a connection with a successful football club will help immensely.’ As a former plumber, Frank has been a key ABAX director since the company set up in Norway more than 15 years ago. The company’s expansion in the Nordic region was then rapid, developing a market in Sweden and Denmark and now the UK.

ABAX, as a company, develops a number of products to support businesses and individuals who use a vehicle at work (i.e. they have a fleet of company cars). These products include fleet management software, mileage capture technology and equipment monitoring devices. They have already helped numerous customers to reduce the overall fuel spend on their company vehicles and eliminate the risk of tax penalties. As an ambitious company, ABAX sees parallels between its hard working, hard playing ethos and Peterborough United chairman Darragh MacAnthony’s go-getting attitude for the club.

Frank was immediately drawn to Peterborough United when he was looking for a club to partner with: ‘The supporters are passionate and Posh has a superb chairman in Darragh. He has a clear focus on what he wants the club to achieve. It was an easy decision to join forces.’ Like Frank, Darragh MacAnthony sees a bright future for ABAX and The Posh: ‘This long-term collaboration is aimed at establishing sustainability for all concerned with a successful future being the ultimate goal.’

A love of sport runs deep within ABAX; more than half of its employees are active members of sports teams. The company is a major sponsor of teams in the Nordic region, including Rosenborg FC and Valerenga ice hockey, so the deal with Posh was a natural step. For ABAX quality manager Chris Miller, the sponsorship marks a proud moment for the UK office: ‘By teaming up with the club, ABAX has already seen its local profile rise significantly. It gives us a connection to the local area. And while Peterborough United may not be the biggest club in the country, it means that all the staff here can enjoy that sense of being involved in their community. Frank and Darragh also share similar characteristics – they believe in giving people a chance.’

ABAX now employs 20 people in its UK office having already undergone rapid expansion during its short time here. Its client base is increasing just as quickly. Three months in, and Frank and the team at ABAX are thrilled to be involved with their local team. Together there’s the possibility of great things.

ABAX: 01733 698888, 

Follow ABAX on Twitter @ABAXUK and @ABAXStadium Find out about the new ABAX Stadium and upcoming fixtures on the official club website of Peterborough United,

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