*Spectacular sporting event showcased Rovaniemi and Finnish motorsport excellence

*Event generates strong income levels and avoids any loss-making

*AKK Sports ready to host more WRC winter rallies in the future

Arctic Rally Finland Powered by CapitalBox delivered the desired financial results and generated media values of almost 50 million euros, the findings of a detailed report reveal.

Commissioned to study the financial impact of Arctic Rally Finland Powered by CapitalBox, the report assessed the costs associated with hosting round two of the 2021 FIA World Rally Championship from February 26-28, and how the return on investment and income generated ensured no financial loss was incurred by the event organiser, AKK Sports, through its high-level operation.

The report also detailed the event’s media coverage delivered an advertising value equivalency of close to 50 million euros for host city Rovaniemi, which will return to being a major year-long Arctic Circle tourism hub when pandemic restrictions allow.

Commenting on the report’s findings and reflecting on the success of Arctic Rally Finland Powered by CapitalBox, Riku Bitter, the CEO of AKK Sports, said: “As well as delivering a spectacular winter rallying showcase, Arctic Rally Finland Powered by CapitalBox was a clear demonstration of what could be achieved in a very short space of time when dedicated individuals join forces and go to great lengths to deliver a first-class international sporting event. It was an event that underlined in no uncertain terms all that is good about expertise within Finnish motorsport. The cooperation with local partners and local authorities was excellent. From the point of view of AKK Sports, the desired financial result was achieved, in that the costs required to run the event were reimbursed in full so there was no loss of money whatsoever. As a result of the very successful first edition of Arctic Rally Finland Powered by CapitalBox we have expressed to the WRC Promoter our readiness to hold another winter WRC rally in the future.”

Sanna Kärkkäinen, managing director of Visit Rovaniemi, said: “Arctic Rally Finland Powered by CapitalBox brought exceptional and international visibility to Rovaniemi. The visibility of the event in international media was billions of impressions and the media values ​​reached almost 50 million euros. The magnificent winter landscapes welcomed this high-speed event and the best world rally drivers in the Arctic Circle and offered an incredible visibility to Rovaniemi. Taking place during the pandemic in a safe and wonderful way showed an example of event which has deep roots in the Rovaniemi rally tradition and the wonderful spirit of doing it.”

Heikki Poranen, chairman of the organising committee of the national-level Arctic Lapland Rally, said: “On behalf of the Motoring Club of Rovaniemi, I am sincerely grateful that we had the opportunity to take part in this first winter World Rally Championship event in history in Finland. The rally organisers in Rovaniemi proved their tough skills this winter by successfully organising two great events within a month and we are happy that we were able to bring a boost to the Rovaniemi business community in these challenging times by keeping everyone safe. After such a successful event, we hope that we will be able to welcome again another world class event. I wish to thank everybody for their efforts.”

Members of the AKK Sports team are currently completing preparations for the 70th anniversary Rally Finland, which is scheduled to take place from October 1-3.