29.04.2026
National bidding strategy for international sports events to further strengthen Finland’s position as a host of international sports events by 2040
In collaboration with Sport Event Management Finland and a wide range of sports and event sector stakeholders, Tapahtumateollisuus (the Finnish Event Industry Association) has developed a national strategy for bidding for international sports events.
Covering the period 2026–2040, the strategy establishes a national framework for the systematic bidding and hosting of international sports events in Finland. It encompasses both major championships and participation-based events, while also ensuring the continuity of existing events.
“The goal is to strengthen Finland’s competitiveness in an increasingly competitive international landscape by building a shared knowledge base, clarifying roles and responsibilities, and fostering long-term cooperation between the state, cities, sports federations, and event industry actors. A key focus is to prioritise strategically selected events where Finland has clear strengths and realistic opportunities for success,” says Perttu Pesä, Director of Events for the City of Tampere and Chair of the project’s steering group.
The strategy work, launched in September 2025, engaged dozens of representatives from sports federations, cities, and other organisations across the sports and event sectors through four workshops. Combined with preparatory assignments, strong steering group input, and dialogue with key stakeholders such as ministries, the process has resulted in a strategy that broadly reflects the perspectives of the Finnish sports and event ecosystem.
The vision is that by 2040, Finland will be among the world’s leading countries in bidding for and hosting international sports events. These events are seen as a key driver of economic growth, investment, tourism, and national brand development, generating measurable economic and societal value nationwide.
The implementation of the strategy is built around five key priorities:
- Clear roles and long-term commitment
Establishing a nationally aligned division of responsibilities between the state, cities, and sports federations, alongside a sustained long-term commitment.
- National support structure and collaboration
Creating a permanent national support structure to coordinate bidding activities, strengthen expertise, and support international influence.
- Funding model and risk-sharing
Developing a predictable funding and risk-sharing model, while strengthening public–private partnerships.
- Legislation and incentives
Reforming legislation and incentive structures to better recognise sports events as investments and economic activity.
- Strategic focus and impact
Introducing a unified impact measurement model and targeting investments towards strategically selected events.
“Significant progress can already be achieved by making informed choices about where to focus our efforts. At the same time, the strategy process itself highlighted a clear need for stronger dialogue within the sector, both among sports federations and between cities,” says Matilda Suhonen, Project Manager of the strategy initiative.
The strategy emphasises responsibility, collaboration, and data-driven decision-making, while also addressing structural changes in the sector, such as digitalisation and evolving forms of participation.
“Overall, the strategy marks a shift from individual events towards a more coordinated, impactful, and long-term approach – strengthening Finland’s position as an attractive and credible host country for international sports events,” Suhonen concludes.
Photo: Tapahtumateollisuus (from the left Matilda Suhonen, Perttu Pesä and Mika Poutala)
The strategy was officially presented to the Minister of Youth, Sport and Physical Activity, Mika Poutala, on 29 April 2026 at a dedicated event held at the Heureka Science Centre.
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Tapahtumateollisuus ry is the national umbrella organisation for the event industry in Finland, representing approximately 310 member organisations. Its members include professional event organisers, venues, technical and structural service providers, ticketing services, performers, security and catering services, event sales operators, and other companies specialising in event-related services, planning, and consultancy. | www.tapahtumateollisuus.fi
Further information:
Matilda Suhonen, Project Manager, Tapahtumateollisuus ry
+358 40 488 9128 / matilda.suhonen@tapahtumateollisuus.fi
Sami Kerman, CEO, Tapahtumateollisuus ry
+358 40 563 4655 / sami.kerman@tapahtumateollisuus.fi
Jani Backman, Project Director, Sport Event Management Finland
+358 40 522 4346 / jani.backman@sportsfinland.com