13.08.2026
Secto Rally Finland draws over 283,000 visits as crowds keep growing
Finland’s round of the FIA World Rally Championship continued its strong attendance growth this year. Held in late July and early August, the event recorded around 283,000 visits across its various venues, up six per cent from roughly 267,000 the year before.
The growth was broad-based across the event’s different areas. The special stages drew approximately 153,000 spectator visits, up from 148,000 a year earlier. The service park at Jyväskylän Paviljonki, open from Wednesday afternoon through Saturday evening, logged 67,500 visits, also surpassing last year’s 64,000. The Harju street stage attracted around 29,500 visits over its two evenings, an increase of just over seven per cent on 2025. The start ceremony, victory parade, podium celebrations and city-centre events together drew about 28,200 visits, up from roughly 22,250 in 2025.
This marks the third consecutive year of growth for the event overall: around 260,000 visits in 2024, about 267,000 in 2025, and now approximately 283,000, a rise of nearly nine per cent over two years.
“We are very pleased with the result. This year’s growth in visitor numbers clearly shows that Secto Rally Finland is of interest as a comprehensive experience, and that people come to the event to experience and see much more than just a single driver or special stage,” says Tiina Lehmonen, promoter of Secto Rally Finland.
Commercial Director Paula Paappanen points to long-term, year-round marketing, reaching new audiences and an active partner network as key drivers behind the growth.
“We have worked purposefully to increase the event’s visibility, appeal and accessibility, and have sought new audiences, among other things through cooperation with different sports federations and events. In line with our More than a Rally philosophy, we want to offer content around the rally also for new target groups, as well as for day visitors and international guests. A big thank you also goes to our partners, who work actively year-round for the event’s visibility,” Paappanen says.
A strong result against the wider industry backdrop
The growth is a notable achievement set against the broader state of the events sector. According to industry research by Tapahtumateollisuus ry and the University of Turku, Finland’s events industry has been growing overall, although profitability across the sector remains very low.
Secto Rally Finland is not only one of Finland’s largest annual sports events but also a significant part of the country’s motorsport activity.
“Competition for people’s free time and spending is fierce, so growth in visitor numbers is not something we take for granted. The success of Secto Rally Finland also has significance beyond the rally weekend itself: the event’s proceeds are used to develop services and operating conditions for Finnish motorsport enthusiasts, to market the sport, and to support children’s and young people’s motorsport activities. A successful World Rally Championship round therefore helps build the future of Finnish motorsport as a whole,” says Lauri Pöyhönen, CEO of AKK Sports Oy.
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Source: Secto Rally Finland press release
Picture: McKlein