Two of Central Finland’s most recognized sports event brands are launching a new partnership. The collaboration will already be visible this summer during the 75th anniversary celebrations of Secto Rally Finland, particularly at the iconic Harju special stage.
JYP, a team competing in Finland’s top professional ice hockey league, Liiga, and Secto Rally Finland, the Finnish round of the FIA World Rally Championship, have signed a partnership agreement. JYP attracts more than 120,000 spectators annually, while Secto Rally Finland records nearly 270,000 visitor entries each year. Together, the two events reach almost 400,000 visitors annually in Central Finland.
The aim of the partnership between these two strong sports brands is to create cross-sport collaboration and offer even more diverse experiences for their audiences.
“JYP and Secto Rally Finland are both strong and well-established event brands in their respective sports, with deep roots in Central Finland. This partnership provides an excellent opportunity to combine our strengths, reach new audiences, and create added value for both our event guests and partners.
We believe that collaboration across sports will strengthen the position of both events and create new experiences for our customers. At the same time, we can jointly highlight the importance of Central Finland as one of the country’s leading hubs for major sporting events and experiences,” says Lauri Pöyhönen, CEO of AKK Motorsport.
“Secto Rally Finland is an important partner for us. Together, we deliver sporting events to nearly 400,000 visitors annually in Central Finland, which underlines the significant impact these events have on the region,” says Risto Korpela, CEO of JYP.
“We share a very similar customer profile with Secto Rally Finland. I believe we can create additional value for our event guests and further strengthen the position of both events in Central Finland,” Korpela continues.
The collaboration between JYP and Secto Rally Finland will already be visible this summer at the Harju special stage. Visitors to the Harju Club, located at Harju Stadium, will have the opportunity to meet legendary former JYP players.
JYP’s Hurrikaani brand will also feature prominently at the Harju Club, while Secto Rally Finland will gain visibility at LähiTapiola Arena in Jyväskylä.
