The fourth edition of the international Spark the Future sustainability seminar will bring an exceptional line-up of international motorsport, business and public sector leaders to Jyväskylä on Friday, 31 July. As part of the Secto Rally Finland programme, the seminar focuses on the future of sustainable mobility, responsible business and emerging technologies.
The event will be opened by Finland’s Minister of Finance Riikka Purra, together with the Mayor of Jyväskylä Timo Koivisto and AKK Sports Ltd CEO Lauri Pöyhönen.
The seminar’s international significance is highlighted by strong representation from the FIA. Among the speakers are Emilia Abel, FIA Road Sport Director, and Pierre Villez, who leads sustainability initiatives for Formula 1 and international motorsport within the FIA. WRC Promoter will also present the latest developments in the FIA World Rally Championship’s Beyond Rally sustainability programme.
“Spark the Future has evolved into an event that explores not only the future of motorsport, but also the wider future of business, technology and society. It is a privilege to welcome such a distinguished group of international experts and decision-makers to Jyväskylä as part of Secto Rally Finland,” says Tiina Lehmonen, promoter of the event.
The seminar will be hosted and moderated by André Noël Chaker.
One of the central themes of the seminar is the transformation of sustainable mobility. Discussions will examine electrification, the hydrogen economy and new energy solutions, together with their impact on the future of transport. Expert perspectives will be provided by Kempower, Tampere University, Cefmof and Yamaha, showcasing the latest innovations and development projects in the sector.
The afternoon programme turns its focus to leadership, competitiveness and sustainable business. Featured speakers include Esa Kaikkonen, CEO of Metsä Board, Pehr Oscarsson, President and CEO of MEKO AB, and Yuichiro Haruna, CEO of Toyota Gazoo Racing World Rally Team. They will discuss how sustainability, high performance and business success can be combined in a rapidly changing operating environment.
The seminar will also feature marketing expert Janne Waltonen, who will share insights into sustainability and brand building, while FIA Girls on Track ambassador and racing champion Emma Kimiläinen will present how the FIA initiative is creating new opportunities and promoting greater diversity within motorsport.
Spark the Future has established itself as one of the leading Nordic forums dedicated to sustainable mobility, responsible leadership and the future of motorsport. Each year, the event brings together business executives, researchers, policymakers and international motorsport stakeholders to exchange ideas, build new partnerships and explore solutions for a more sustainable future.
Spark the Future 2026
Date: Friday, 31 July 2026, 10:00–15:40
Venue: Jyväskylä Paviljonki, Finland
Programme: sparkthefuture.fi/#programme
Registration for seminar participants has now closed.
Media registration: sparkthefuture.fi/#media
For further information:
Terhi Heloaho
Communications
terhi.heloaho@autourheilu.fi
