The event itself gained awareness of billions as views on the subject, even before the race even had taken place. In terms of international interest, the FIA WRC Arctic Rally Finland is equivalent with Arctic Council Ministerial Meeting held in Rovaniemi back in 2019.
The race weekend skyrocketed the viewings
The gained media value during the event week was exceptionally high. The global media gained alone was 5 billion viewings and the value of gained media potentially 44 million euros. The estimated value of social media attention gained from the event week is 505 million viewings with an estimated value of 2,5 million euros.
Rovaniemi attracted a star-studded line-up to take part in Arctic Rally Finland, and the world’s best rally drivers were seen driving the snowy roads of Lapland. The drivers and teams not to mention rally organisations keep spreading the images and videos in their social media channels and websites for an audience of millions, so the media value keeps rising.