29.04.2025
National strategy for bidding on sports events to begin – Led by Sport Event Management Finland and Tapahtumateollisuus ry
Sport Event Management Finland (SEMF) and Tapahtumateollisuus ry are initiating a national strategic effort to strengthen Finland’s position as a host of major international sports events. The strategy work kicks off at SEMF’s sports event seminar in Jyväskylä on Friday, August 1, 2025, with the core efforts starting in autumn 2025.
SEMF, a collaborative network involving Finnish cities and the Ministry of Education and Culture, together with Tapahtumateollisuus ry, the trade association for the event industry, aims to develop a unified national strategy for bidding on international sports events. The objective is to identify Finland’s strengths, the prerequisites for hosting major events, and opportunities for cooperation between cities, extending the vision up to 2040.
SEMF has systematically worked with six host cities (Helsinki, Imatra, Jyväskylä, Lahti, Tampere, and Turku) and supported cities and sports federations in bidding for international events and researching their impacts in collaboration with Sport Business by JAMK. However, a joint national bidding strategy has been lacking.
“Comprehensive collaboration provides a small country with stronger, more sustainable shoulders to compete for international events. It doesn’t make sense to reinvent the wheel each time but rather leverage collective knowledge and expertise. A clear strategy is needed and will benefit cities by boosting their vitality,” says Jani Backman, Project Director at Sport Event Management Finland.
Cities at the core of strategic development
The first phase of the strategic work will focus on cities, assessing their current infrastructure status and ongoing or planned development projects.
“Current bidding processes for sports events already extend into the early 2030s. This strategic effort helps us anticipate and outline our path even further ahead. We need cities’ collective vision and transparency in development and investment plans to succeed in international competition,” Backman continues.
Cities play a crucial role by providing permanent infrastructure, creating a solid foundation for allocating future resources and facilitating cooperation among cities, sports federations, and event organizers.
A three-phase journey towards a unified roadmap
As the strategy advances, additional cities, sports federations, and other stakeholders will be invited to define shared objectives for hosting major sports events in Finland. Engagement from key ministries, including the Ministry of Education and Culture, Ministry of Economic Affairs and Employment, Ministry for Foreign Affairs, and Visit Finland, is also essential for success.
“Finland clearly needs a unified strategy to secure significant international events important to us. This effort aligns with objectives outlined in government programs, enhancing the broader societal impact of sports and events, and advancing elite sports development,” emphasizes Hannu Tolonen, Senior Specialist at the Ministry of Education and Culture.
Event industry to play a role in implementing the strategy
Since the strategic initiative benefits the entire event industry, a broader group of industry stakeholders will be involved in the final stage, developing the ultimate roadmap.
“International sports events represent significant productions for the event industry, with various companies providing diverse services. Therefore, event industry businesses must join cities and sports stakeholders in strategic planning,” says Sami Kerman, CEO of Tapahtumateollisuus ry.
“Moreover, if we successfully establish a robust strategic model for sports events, we can also apply these insights to bids for cultural, congress, and other events,” Kerman adds.
Registration for the SEMF sports event seminar in Jyväskylä in early August opens in week 21, with separate announcements through SEMF and Tapahtumateollisuus channels. The seminar will be held in Finnish.
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More information:
Jani Backman, jani.backman@sportsfinland.com, +358 40 522 4346
Sami Kerman, sami.kerman@tapahtumateollisuus.fi, +358 40 563 4655
Sport Event Management Finland: A network advocating for sports event cities (Helsinki, Imatra, Jyväskylä, Lahti, Tampere, Turku), sports institutes (3K), and the Ministry of Education and Culture. The aim is to establish Finland as a dynamic host nation for international sports events by uniting event rights holders, host cities, sports federations, and event industry stakeholders. https://www.sportsfinland.com
Tapahtumateollisuus ry: The central trade association and Finland’s most influential advocate for the event industry, tasked with promoting the business activities and societal value of the entire event sector in Finland. https://tapahtumateollisuus.fi