The world's biggest Dog Racing Event (QRILL PAWS) ended with a record-breaking worldwide audience
(Photo: Melissa Shelby)
By Fara Mohri, April 7, 2020
For the first time in history, the sport of Mushing has received tremendous recognition and reached a new frontier in global media. The world's biggest dog racing event (QRILL PAWS) concluded with a record-breaking worldwide audience in 2020.
With the assistance of some of the world’s leading news agencies and broadcasters, the International Dog Racing Championship: QRILL Pet Arctic World Series (QRILL PAWS) covered four iconic and historic dog races across the globe in real-time.
“Our aim has been to bring the excitement, joy, and remarkable performance from the most exotic arctic dog mushing races to a world-wide audience. The first season has already exceeded our expectations as we have seen major interest from a global audience. We have barely begun to scratch the surface of the possibilities this sport has to offer. This is just the start,” says QRILL PAWS Project Manager, Nils Marius Otterstad.
The races were broadcasted to more than 100 countries and were streamed more than 8.5 million times and 97,500 hours on QRILL PAWS official YouTube channel. The broadcast was kicked off with the John Beargrease race in Minnesota on January 27th, followed by the Femundlopet in Norway and the Volga Quest on the 1st and 8th of February respectively. Wrapping the world series on March 7th, was The Iditarod. Known as The Last Great Race on Earth, this massive land race stretches from Anchorage to Nome.
When technology and entertainment come together
In October 2019, Aker BioMarine launched QRILL PAWS, to highlight the sport of mushing as well as improving the performance and well-being of sled dogs. Aker BioMarine produces optimal nutrition for dogs, QRILL Pet, made from dried Antarctic krill. The supplement helps maintain the dogs’ joints, organs, and coats.
Another goal was to digitally bring together a wide range of audiences from around the globe by including them in this exciting adventure. Through GeoRacing’s live GPS tracking solution, the audience was able to watch the mushers live in 3D and rank their favorite, view their race speed, distance to finish, and more. This revolutionary digital experience created an engaging way to watch and follow the races.
The QRILL PAWS initiative is a result of Aker BioMarine’s collaboration with legendary mushers such as the 2020 Iditarod Champion Thomas Wærner. Combining years of hard-won mushing experience with technological mastery, the QRILL PAWS initiative will truly push mushing into a new phase of performance.
About the QRILL Pet Arctic World Series
QRILL PAWS will highlight the sport of long-distance dog mushing. The aim is to help the sport and the mushing community to grow and to strengthen the separate race organizations, as well as showcase the world-class dog care that the sport is famous for.
The series is based on a joint point system, advanced digital visualization of GPS tracking, as well as television production and distribution. QRILL PAWS was established as a non-profit sports series through an initiative by Aker BioMarine. All proceeds go back to the events and as investments in the sport of long-distance dog mushing.
For more information: www.qpaws.com
About Aker BioMarine
Aker BioMarine is a biotech innovator and Antarctic krill‐harvesting company, dedicated to improving human and planetary health. The company develops krill-based ingredients for nutraceutical, aquaculture, and animal feed applications.
The company’s fully transparent value chain stretches from sustainable krill harvesting in pristine Antarctic waters through its Montevideo logistics hub, Houston production plant, and all the way to customers around the world.
About QRILL Pet
Made of the whole dried Antarctic krill, QRILL Pet is a functional ingredient for pet food. Products enriched with QRILL Pet provide a natural source of omega-3 fatty acids, marine proteins, and the powerful antioxidant astaxanthin.
QRILL Pet offers a number of benefits for pets, including healthy organs, joints, and fur.
Read more: https://www.qrillpet.com/
QRILLPet Arctic World Series
Nils Marius Otterstad, Project Manager: +47 957 45 754
Katrin Berntsen, Communication Director: +47 920 54 570