Finnish Winter
Sports Cluster

Chance of a lifetime for Finnish sport expertise to go international.
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From cooperation to global success

Today, sports is more than just athletes competing against each other. Events and infrastructure form a unique entertainment ecosystem that innovative businesses can benefit from.

About the cluster

The concept will bring our sports businesses and experts together, and offer strategic support by evaluating potential business leads and finding the right partners for them. In addition, the concept will offer exceptional media platform for brand building and activations.

Business Finland's Sports Cluster works with two large projects: Finnish Winter Sports Cluster in connection with Beijing 2022 Winter Olympics in China, as well as with the Finnish Pavilion in connection with Tokyo 2020 summer Olympics and Paralympics in Japan.

Finnish Winter Sports Cluster

Both projects promote trade of Finnish products and services along with one of the largest events in the world; enhance visibility and recognition of Finnish brands in the target markets, and promote visits to Finland.

Finnish Winter Sports Cluster consists of Finnish companies, sports academies, sport governing bodies, cities and associations. The cluster includes Finnish cities, where winter sports represent important share of local livelihoods with various dimensions from basic hospitality services to professional athlete training facilities and coaching. Furthermore, cluster member companies target to grow or open their markets in China, with the support of Finnish sport governing bodies, including Finnish Olympic and Paralympic Committees. The cluster supports its members with various services:

  • Thematic target market visits (with themes ice, snow, education and consumer)
  • Identification of suitable market opportunities, business leads and partners
  • Visibility of cluster members in media and social media
  • Showroom space in Beijing for displaying Finnish offering and organizing events.

The cluster activities are prepared as part of China Finland Year of Winter Sports 2019, which includes already over 50 cooperation initiatives by various independent partners. Membership in the cluster is chargeable one year at a time, and it opens the possibility to participate in cluster activities as well as to receive support from Finnish Winter Sports Cluster staff.

Tokyo 2020 Olympics and Paralympics project

Tokyo 2020 Olympics and Paralympics project focuses on building a pavilion to the heart of Tokyo next to Finnish Embassy's premises. The pavilion will operate as official National Hospitality House for the Olympic and Paralympic athletes, governmental delegations as well as Team Finland Business Delegations. Free trade agreement between EU and Japan enters into effect in 2019, reducing the custom fees remarkably. In addition, 48 largest cities in Japan will open their public procurement for EU companies.

Tokyo project will offer the following for Finnish business partners:

  • Increase the visibility of Finnish brands and products with the help of the pavilion
  • Offer possibility to organize events in the pavilion
  • Build visibility for the partners with media and social media channels

Negotiations with business partners are ongoing. Participation in the project is chargeable, and companies may participate either individually or in groups, depending on their own resources. According to the agreement between Business Finland and the Finnish Olympic Committee, 10 % of the company fees will be donated to support youth sports development.

Contact us for further information.

Contact us

Head of Sports Cluster
Petri Tulensalo
petri.tulensalo (at)
+358 40 343 3437

Project Manager
Elina Warsta
elina.warsta (at)
+358 50 400 3172

Sari Paavilainen
sari.paavilainen (at)
+358 50 395 5396

Marketing Communications Manager
Lotta Hanski
lotta.hanski (at)
+358 44 976 9852