A match for extreme conditions
August 2 - 250 athletes will jump from the ferry into the freezing Hardangerfjord, beginning a journey that will test their limits across fjord, mountains, and mind. As they take on the Zalaris Norseman Xtreme Triathlon—known as the world’s toughest triathlon—we have a new partner by our side: Defender.
The iconic British adventure brand, Defender, joins Norseman as one of four main sponsors for the 2025 race, bringing not just their vehicles but their spirit of adventure, resilience, and capability.
Born for the impossible
Defender has long been associated with performance in extreme environments—from the legendary Dakar Rally to the brand’s own Defender Trophy. Now, that heritage continues in the rugged terrain of Norway.
“Norseman is an extreme race that reflects Defender’s DNA – endurance, capability and adventure,” says Fam Gudim, PR & Event Manager at Jaguar Land Rover Norway. “This collaboration brings the Defender brand to life among real everyday heroes. It truly embodies Defender’s ethos: Embrace the Impossible.”
As part of the partnership, Defender will provide vehicles and logistical support during the race. The collaboration is about more than visibility—it’s about showing up where it matters, when it’s hardest, and making a difference for the people doing Norseman.
“We’ve honestly just been waiting for the right moment to bring Defender on board,” says Fredrik Mandt, Marketing and Race Director at Norseman. “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.”
Two raw icons in one image. Mount Gausta and Defender.
Photo: NXTRI/Thomas Brun
Looking toward 2026: Team Defender
While this year’s race is just around the corner, Defender is already setting it`s sights on 2026. That’s when Team Defender will hit the Norseman start line—a team built from a mix of passion, grit, and everyday people ready to take on the extreme.
A few spots will be open to the public, and details on how to apply will be released this autumn. If you’ve ever dreamed of racing Norseman as part of a high-profile team, this might be your chance.
“What’s truly inspiring is that Norseman isn’t just for professionals,” Mandt adds. “We see ordinary people accomplish extraordinary things, and that’s exactly why Defender is such a good match.”
Follow the journey
Want to follow Team Defender, or throw your name in the hat for 2026? Visit this page to learn more.
