Subaru gives cars to Nordica, Nordica drives them around for their demo stops and promotional events. Subaru gets cheap promotion, Nordica gets a great car to drive. Everyone is happy.
I believe it just a promotion tool for both the companies, though it seems as Subaru might be getting the better end of the deal, don't know all the details but I'm sure it is working out for both companies.
Subaru also has ties will Ski Patrol, PSIA, Telluride as well as many other outdoor sports companies.