Nokian Tyres IRONMAN 70.3 event boosted the Lahti region’s economy by EUR 2.1 million

Download >> GSI Event Study | Nokian Tyres IRONMAN 70.3 Finland 2018 Lahti, Finland 30 June 2018

The inaugural Nokian Tyres IRONMAN 70.3 Finland international triathlon event, organised in Lahti at the end of June, generated an overall economic impact of as much as EUR 2.1 million for the region. Visitors also gave Lahti excellent ratings as a host city.

The economic impact of the Nokian Tyres IRONMAN 70.3 Finland event was analysed by Sportcal Ltd, an international pioneer in event studies. The company recently produced a corresponding report on the economic impact of the Lahti 2017 FIS Nordic World Ski Championships. Both reports were funded by the Finnish Ministry of Education and Culture and their results are comparable.

- "It’s important to know the overall economic impact on the region generated by an event, particularly if public funds were used to organise the event. This increases transparency, which is important from the citizens’ perspective. When we know the input–output ratios of events, it is easier to evaluate the big picture and municipalities’ internal investments in various areas,” says Senior Adviser Hannu Tolonen from the Ministry of Education and Culture.

The purchasing power of triathlon enthusiasts is illustrated by the fact that the IRONMAN 70.3 event generated an overall economic impact of as much as EUR 2.1 million for the region.

- “In addition to assessing the economic impact, it’s justified to also consider the national and international visibility gained from hosting an event. IRONMAN is one of the best-known sporting event brands internationally. The event is also an excellent match with Lahti’s profile as a green city,” adds Janne Leskinen, Expert, Major Events at the Finnish Olympic Committee.

The professionally organised event, which presented no economic risk to the City of Lahti, received very good feedback from the participants. The international visitors that came to Lahti from 42 countries on six continents gave the host city a rating of 4.48 on a scale of 1–5.

- “The event brought some 2,300 international visitors to Lahti. They spent an average of 3–4 days in the region and made diverse use of the region’s accommodation and restaurant services. The event boosted the region’s entire economy and it was a great fit with the international growth strategy of tourism in the Lahti region,” says Raija Forsman, Managing Director of Lahti Region Oy, a regional marketing and sales organisation that played an active role in the process of having the event held in Lahti.

According to Tiina Boman, Race Director of Nokian Tyres IRONMAN 70.3, the arrangements for next summer’s edition of the race are already well underway. The aim is to deliver an even better experience for the nearly 1,500 triathletes and 20,000 audience members.

- “Everything will be much easier the second time around. Our general approach to organising the event will be in line with what we did in 2018. In the harbour area, we will make some minor changes to improve the accessibility of restaurant services and make it easier for people to watch the race,” Boman explains.

More information:

Sportcal Ltd
Krzysztof Kropielnicki, Head of Events
Tel. : +44 7864 280 761.

Finnish Ministry of Education and Culture
Hannu Tolonen, Senior Adviser
GSM +358 295 3 30314

Finnish Olympic Committee
Janne Leskinen, Expert, Major Events
GSM +358 40 030 0930

Finntriathlon Oy
Tiina Boman, Race Director
GSM +358 41 445 1918

Lahti Region Oy
Raija Forsman, Managing Director
GSM +358 40 516 2803

Key outcomes

• The race drew 1,459 athletes from 42 countries on six continents.
• It is estimated that the race was watched at Lahti harbour and along the race route by some 20,000 people.
• Of the spectators, more than 2,300 were visitors to Lahti (over 1,700 domestic visitors and over 600 international visitors).
• Each international participant brought along an average of 1.45 people and the international visitors stayed for an average of 4.25 days. Domestic race participants from outside Lahti brought an average of 1.87 people with them and stayed for 2.64 days on average.
• The event generated a total of 4,330 overnight stays at the city’s accommodation businesses.
• The event’s direct economic impact on Lahti was EUR 2.16 million.
• 91% of the participants were satisfied with the event.
• 61.5% of the participants indicated they will probably take part again next year.

Krzysztof Kropielnicki, Head of Events at the UK-based market intelligence firm Sportcal Ltd, describes the impacts of the Nokian Tyres IRONMAN 70.3 Finland 2018 event as follows:
“Lahti’s inaugural IRONMAN 70.3 event attracted a large number of domestic and international participants, which brought a substantial number of visitors to the city. More than 90% of the domestic and international visitors brought along at least one supporter who didn’t participate in the race, and many of them spent three or four days in Lahti, spending money on the accommodation, food, beverage and retail services provided by local businesses. The event’s direct economic impact is estimated to be more than EUR 2 million, which is a strong indication of the benefit of hosting the event.”