The FIA World Rally Championship welcomed H.R.H Prince Carl Philip yesterday (Thursday 11 February) to officially open the first event of the 2010 WRC season in Sweden, which takes place over three days around Karlstad.

In addition to officially opening the rally at the Super Special Stage in Karlstad, the Prince also visited Rally HQ and the service area in Hagfors. He visited the stages round Torntorp and Viggen today to experience the action and unique atmosphere at the only snow event on the 2010 WRC calendar. 

H.R.H Prince Carl Philip said: "I am a big motorsport fan and it has been a pleasure to officially open Rally Sweden.  As a racing driver myself, I have profound respect for the immense skill of the WRC drivers and their ability to control the cars in such challenging conditions. 

"Rally Sweden is always a great event and it has been fascinating to watch the drivers and engineers in action and see how much hard work the teams put into the rally."

Simon Long, North One Sport CEO, added: "I would like to thank H.R.H Prince Carl Philip for officially opening the 2010 World Rally Championship season in Sweden.  It is the beginning of an exciting year for the WRC and it's an honour for a member of the Royal Family to show his support." 

ENDS

With the new season starting at Rally Sweden on 12 February, the stage is now set for 2009 winner and six time champion Sebastien Loeb to be joined by the likes of both Block and former Formula 1 star Kimi Räikkönen.

 "Racing in the World Rally Championship has always been a dream of mine but I'd still be dreaming if I promised podiums in the near future," said Block. "I will be going head-to-head with the greatest drivers on the planet. And sure, I will be giving it my all but my main objective for 2010 is to develop into a competitive driver for 2011 and beyond.

" Simon Long, CEO of North One Sport, the Official Championship Promoter of the WRC, commented: "Ken Block is an iconic figure in US motorsport and a major box office personality due to his X Games success and viral video campaigns. It provides us with huge opportunities to promote and grow the appeal of the WRC in North America and across the globe.

"Along with our millions of fans, I am extremely excited to see how both Ken and Kimi get to grips with the variety of surfaces and challenging conditions that make the WRC the most diverse motorsport on the planet.

"We're delighted to have secured unbelievable driving talents but also huge global stars, and welcome them into the WRC community."

Räikkönen, the Finnish driving sensation and 2007 Formula 1 World Champion, will swap his Ferrari for a Citroen C4 to compete in 12 of the 13 rallies for the Citroën Junior Team.

Block and Räikkönen join an already immensely talented group of drivers looking to claim the 2010 WRC crown, including 2009 runner up Mikko Hirvonen, Finnish compatriot Jari-Matti Latvala, 2003 champion Petter Solberg, Spain's Dani Sordo, young French star Sebastien Ogier and British hopeful Matthew Wilson.