Secto Rally Finland Brings World-Class Sport and Experiences to Millions
MTV and AKK Sports Oy have entered into a partnership agreement that brings together two strong players at the heart of Finnish sport, entertainment, and event production. At the centre of the collaboration is Secto Rally Finland, one of the most prestigious events in the FIA World Rally Championship and Finland’s only annual world championship-level sporting event.
Known as the fastest gravel rally in the world, Secto Rally Finland is much more than a competition. For decades, it has served as the flagship of Finnish motorsport, bringing together a passionate and loyal fan base, an extensive partner network, and international media. This year marks the 75th edition of the Finnish World Rally Championship event.
The rally is also a significant showcase for Finnish expertise, innovation, and responsible event production.
In recent years, Secto Rally Finland has worked systematically to advance sustainability, innovation, and responsible mobility. These efforts received major international recognition in March 2026, when the event was awarded the Most Sustainable Sport Event distinction. The award further strengthens the event’s position as a pioneer not only in Finland but also on the international sporting events stage.
The partnership unites two strong brands with a shared ambition to deliver high-quality content, unforgettable experiences, and Finnish success stories to audiences. At the same time, the collaboration strengthens the visibility and impact of motorsport both in Finland and internationally.
Paula Paappanen, Commercial Director of AKK Sports Oy, highlights the significance of the partnership for the future of Finnish motorsport and the event’s international profile:
“Finnish motorsport holds an exceptionally strong position as a sport, a cultural phenomenon, and a source of economic impact. True to its slogan, Secto Rally Finland is much more than a competition; it is an annual meeting place where world-class sport, entertainment, experiences, sustainability, and Finnish expertise come together.
We are extremely excited about this partnership with MTV. Together, we can reach even wider audiences, strengthen the position of the sport in Finland, and highlight the values that make our event internationally unique.
Secto Rally Finland also serves as an example to events around the world of how elite sport, sustainability, innovation, marketing opportunities, and strong community engagement can be successfully combined.”
At MTV, the partnership is seen as a significant opportunity to strengthen the visibility of Finnish elite sport and deliver unique content to audiences throughout the year.
Riku Kalttonen, Commercial Producer of Sports at MTV, comments:
“Secto Rally Finland is one of the most iconic sporting events in Finland and a highly respected fixture on the FIA World Rally Championship calendar. The event represents elite sport, strong emotions, and memorable experiences that resonate with audiences from generation to generation.
We want to be part of telling these stories and bringing the unique atmosphere of rallying to Finnish viewers. The partnership built together with Secto Rally Finland will further enhance the event’s visibility. For MTV, the collaboration also provides a unique opportunity to be present at the heart of one of Finland’s largest events.”
MTV will broadcast every special stage of Secto Rally Finland, complemented by extensive on-site coverage, behind-the-scenes content, atmosphere reports, and guest interviews from Jyväskylä and Himos. All broadcasts will be available via the MTV Katsomo+ Sport streaming service. Daily coverage, including the Power Stage, will also be shown on the MTV3 channel.
A strong partner network, committed fans, continuous sustainability work, and extensive international visibility make Secto Rally Finland an event whose impact extends far beyond the rally weekend itself. Each year, the event serves as a showcase for Finnish expertise and demonstrates how sporting events can successfully combine competitive excellence, sustainability objectives, and meaningful societal impact.
The shared goal is to strengthen the position of Finnish motorsport, increase awareness of the sport, and create experiences that bring people together throughout the year—both trackside and in front of television screens.
More than a Rally.
