A weekend that second-year International Sport Business Management students and five exchange students from across Europe will not forget! As part of the Responsible Event Management course, led by teacher Anzelika Krastina, we had the opportunity to participate in the Lapland Arctic Rally, an event held since 1966, an event organized by over 600 volunteers, where 142 competitors drive nearly 1,000 kilometers across the Rovaniemi, Kemijärvi, and Posio regions.

On Friday morning 31 January, Rovaniemi’s Lordi Square is buzzing with excitement. Close to a hundred people have gathered to meet the two-time rally world champion, Kalle Rovanperä. “Kalle, Kalle!” chants a few warmly dressed little boys, who have climbed onto a snow pile to get a better view. After the media frenzy, Rovanperä sits down with co-driver Jonne Halttunen. Rovanperä smiles slightly and signs a young child’s cap. After the autograph, a quick photo together, and then onto the next fan. Rovanperä understands the importance of the moment. This could be the spark that ignites the next rally superstars. There is no rush.

We are not here just to witness amazing encounters between drivers and fans; we have other reasons to be present as well. As part of a school project, we are evaluating how the event succeeds from a sustainability and environmental perspective. We are the eyes and ears of the event organizers. We are spread out across the event, from Rovaniemi’s city center to the Mäntyvaara service park and various forest stages. Due to the uniqueness of the event, it is important to have the opportunity to observe and think about what could be done better. All the information we gather is crucial and valuable. Only in this way can we address sustainability challenges and develop the event to be even more responsible.

Amidst the rally excitement, I snap a photo of the recycling area and make a note for myself—this could have been organized better. Sustainability is not just about waste management though; it also involves the most crucial element for the event’s success – the people participating in it. Behind a successful event, the most important factor is, of course, people’s enjoyment and the feeling that everyone involved is valued and can share the joy of event safely. This is a big and important part of sustainability. The weekend is not just about observation and work; we also get to enjoy the international atmosphere, admire the cars, and participate in the event as we wish. I never would have believed how loud a rally car can be!

“Practical tasks like this are incredibly valuable because they force you to view everyday things from a completely new perspective. This particular one offered a great insight into how events are organized, highlighting key considerations in the planning process, and we’ve thoroughly enjoyed it.” This is how Tiia Kopsa, a second-year International Sport Business Management student, responded when asked about the learning process and how practical tasks like this support her studies.

On Saturday, after the closing ceremony, the feeling when heading home is tiredness. The weekend has been long, and the preparation for it has certainly taken time and thought. However, one thing stands out beyond the fatigue: a smile. Every student is grateful for the opportunity to participate in the event and experience such a major rally event up close. A big thank you once again to Anzelika Krastina for making this possible, and to Commissioner Timo Korkalainen, who helped, guided, and contributed to making the event unforgettable not just for us, but for everyone who participated.

An amazing and unique weekend could be summed up by the most important observation I made throughout the event: Finland is a rally country.

The author, Vili Varjus, is a second-year student in the International Sport Business Management program.