This is the 3rd consecutive year FWD Group becomes the title sponsor of the ‘World’s Coolest Marathon’. With the previous success, FWD went into the 2019 event with a plan to build on the momentum by being even more engaging with the local community. But the challenge that FWD could not plan for almost put the World’s Coolest Marathon on ice. Due to a geopolitical dispute, the marathon was officially cancelled after several delays. And that’s when FWD, as the title sponsor, stepped up to ensure everyone’s efforts would not be wasted. The marathon was back on, setting up the race in Longyearbyen, Norway, a cool 78° N where the runners were training. FWD didn’t want to be seen as just any regular sponsor, turning this challenge into an opportunity to prove its worth as the title sponsor and epitomizing the slogan, “The Courage to Begin”.