Future of Sport Marketing is a two day seminar targeted for sport business and management professionals and students. The event takes place in Haaga-Helia main campus in Pasila, Helsinki, on 9-10 November 2017. Address of the seminar venue is Ratapihantie 13.

The event offers interesting presentations from nationally and internationally recognized academics and professionals from the field of sport and event management. Seminar presentations discuss especially about the current topics within sport marketing providing a platform for participants to generate and share new ideas in development of marketing in and through sport organizations and events.


The seminar programme follows the outline below. Sport Business School holds the rights to make changes for the seminar schedule if necessary. All keynote presentations are presented at the main auditorium and delivered in English. Special Guest interview will be presented in Finnish.



11.30-12.30 Seminar registration
12.30-12.45 Welcome and introduction, Sport Business School Finland

12.45-13.30 Tuula Puputti, Finnish Ice Hockey Federation - Womens' Ice Hockey WC2019 and promotion for girls hockey
13.30-14.15 Petri Lehtoranta, Ticketmaster Finland - We get you in - the future of ticketing industry

14.15-15.00 Coffee Break

15.00-15.45 Ari Tammivaara, Finnish Basketball Federation and Eurobasket 2017 - Road to the Eurobasket 2017
15.45-16.30 Special Guest: Erkki Alaja, Kutsumuksen äärellä - interview of Finnish Sport Marketing Grand old Man. (please note that interview will be done in Finnish)

16.30-17.15 Joona Leppänen, ENCE eSports - Marketing a sport and a club in eSports

17.15 Closing Day 1

18.00- Social evening


8.30-9.00 Registration (for day 2 participants)

9.00-9.50 Jarkko Nordlund, MTV Media
9.50-10.40 Gorka Herrero, LaLiga Nordic

10.40-11.15 Break

11.15-12.00 Annakaisa Anttila, Ruisrock Festival
12.00-13.00 Risto Rasku, JAMK University of Applied Sciences and Sport Business School Finland - Economic impact of elite ice hockey league clubs

(short break to bend and stretch)

13.00-13.45 Marko Viitanen, NEP Finland, WRC in media

13.45- Closing of the seminar, and the graduation ceremony of the sport marketing students.