04.08.2025
From vision to impact: National strategy work for major sports events kicked off in Jyväskylä
On August 1st, 2025, as the Secto Rally Finland was drawing international attention to the streets of Jyväskylä, nearly 60 professionals from across Finland gathered just a few blocks away for a different, but equally forward-looking event: the Sport Event Management Finland (SEMF) Sport Event Seminar.
Held under the theme “Turning sports event visions into impact – From strategic bidding to lasting legacy”, the seminar brought together cities, sports federations, event rights holders and key stakeholders from the event industry to discuss the future of international major sports events in Finland.
This was no ordinary seminar. The day also marked the official launch of Finland’s national strategic work on bidding for international sports events – a joint initiative by SEMF and the Finnish Event Industry Association (Tapahtumateollisuus ry). The goal? To ensure that Finland continues to compete and succeed on the international stage by aligning national and regional efforts around a shared strategy and sustainable practices.
Strategic themes and expert insights from the seminar
The day was opened by Finland’s Minister of Sports Mika Poutala and the Mayor of Jyväskylä Timo Koivisto, who both emphasised the value of events, including the impact around them. Presentations and panels throughout the day dove into topics such as the role of data and local as well as national impacts in the area where the event is taking place.
Key insights were shared by Jani Backman, Project Director at SEMF, and Sami Kerman, CEO of Tapahtumateollisuus ry, who outlined the starting point of the national bidding strategy. Aila Ahonen, Principal Lecturer at Sport Business by JAMK, on data-driven decision-making tools for effective bids. Panellists, including Timo Ronkainen (Finnish Olympic Committee), Harri Halme (EM2030 Helsinki candidate), and Ahonen, explored how Finland can strengthen its international positioning.
The event also tied directly into the motorsport festivities taking place outside the seminar venue. Kimmo Vainio, CEO of AKK Sports, offered reflections on the 70+ year legacy of the Finnish round of the World Rally Championships event, Secto Rally Finland, and its regional importance. From a business and sustainability angle, Satu Apukka from Secto Automotive shared the main partner’s perspective on rallying’s role in promoting future mobility solutions.
The day concluded with a panel discussion on how Central Finland can maximise the benefits of hosting a globally visible event, featuring representatives from Jyväskylä city, regional tourism, and economic development.
As Finland enters a new era of strategic collaboration around sports events, the Jyväskylä seminar served as an inspiring and energising starting point. The first national steering group meeting will take place in September – the next step in building a shared roadmap for future bids and impact.
Project Director Jani Backman, Sport Event Management Finland:
“This seminar was a powerful reminder of the momentum we already have, and how much more we can achieve when we align our efforts. The rally was roaring outside, and inside, we were laying the foundation for Finland’s future success in hosting international events. The enthusiasm, commitment and shared ambition in the room made it clear: we are ready to take this work forward.”
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Picture credits: Janika Helminen & Satu Leinonen