Rallies reflect Jyväskylä's active identity
– The World Rally Championship is the largest public event in the Nordic countries, which says something about what kind of event city Jyväskylä is. We have a long tradition, strong expertise, and a community that truly lives and breathes this event, says Communications Director Emmi Hyvönen.
The impact of the rallies is felt on many levels: economically, they bring up to €20 million to the region, most of which comes from outside the city. In addition, Jyväskylä gains significant international visibility from the rallies: the event is seen in over 150 countries, and over 65% of the journalists who attend come from outside Finland.
4,500 volunteers and the spirit of the sports capital
– Rallies would not be possible without a huge team of volunteers. We have around 4,500 volunteers who do everything from traffic control to route marking. The event is a social phenomenon where clubs, families, and groups of friends come together, says Hyvönen.
This sense of community strengthens Jyväskylä's position as Finland's sports capital.
– Rallies support sports in a big way – through the compensation paid to volunteers, rallies are also a way to support clubs and youth activities.
The World Rally Championship is the largest public event in the Nordic countries
New cooperation and a sustainable future
One of the special features of this year's event is the use of hydrogen.
– We have deepened our cooperation with Toyota. During the rally, hydrogen buses will be seen in Jyväskylä and the world's first hydrogen sauna will be launched. All this is part of a broader vision for a greener and more responsible future, says Hyvönen.
Hydrogen development work in Jyväskylä brings together the expertise of the city, the university, the university of applied sciences, and the business community, among others. The city aims to be a pioneer in the development of sustainable mobility solutions, and the rallies provide a visible platform for showcasing this work.
Rallies as a springboard for green mobility and global cooperation
During the World Rally Championship, Jyväskylä will host several international networking events as well as business and innovation events, such as Business Rally, Investors Day, Sport Tech Day, and the Spark the Future responsibility seminar. In addition to rally cars, you can also expect topical, thought-provoking discussions.
– This is an opportunity for us to showcase Jyväskylä internationally – not only as a tourist destination, but also as a place where new solutions are created. For example, the Spark the Future seminar will discuss a sustainable future and its technologies. Both investors and start-up companies will be involved. We want to bring different players together and generate dialogue about the future of mobility, says Hyvönen.
Authentic experiences and Finnish atmosphere
Jyväskylä also wants to offer unique experiences for tourists. The Sauna Rally takes visitors into the world of Central Finnish saunas – local destinations located along the rally routes.
– This is part of our way of showcasing Finnish culture and atmosphere. There is a relaxed vibe at the rallies. Festive celebrations mix with a laid-back summer atmosphere as Jyväskylä offers the best it has to offer by the water. The business content linked to the excitement and atmosphere of the race makes the experience unique, Hyvönen describes.
The Jyväskylä region has produced numerous top drivers, and driving in front of a home crowd brings its own special excitement. Jyväskylä's support for its own homegrown talent is clearly visible on the streets. Motor sports evoke emotions – both positive and negative – but in Central Finland, they are an indisputable part of the region's history and present day.
A proven event city
According to a JAMK study on rallies in Jyväskylä, as many as 99 % of visitors considered Jyväskylä a suitable host for international sporting events. Event visitors are satisfied and return year after year. The compact setting of the event, smooth traffic, and efficient organization received particular praise.
The Jyväskylä Rally stands out from other international motorsport events in many ways. Safety, traffic control, and the smoothness of the arrangements are top class – Finnish precision is evident in both the schedules and the functionality of the event. Participants know where to get help, and the organizers are easy to approach.
The environment is taken care of: the areas are cleaned thoroughly, and volunteers are given training so that the event can be left in even better condition than before it started.
Towards the future – responsibility first
In the future, the city aims to continue developing the rally event in an increasingly responsible direction.
– We want the event to keep up with the times. Together with AKK and other partners, we are developing new initiatives and looking for ways in which rallies can support the city's broader narrative of sports, technology, and green innovations. Motor sports are pointing the way for the future of the entire automotive industry.
So what is Hyvönen's favorite part of rallies?
– There's an incredible atmosphere in the service park. But perhaps even more than that, I love it when people find a place for their camping chairs among the blueberry bushes, turn the rally radio to the right frequency, and Finnish flags fly alongside those of other countries. It shows that this isn't just an event – it's the highlight of our summer.