Sports Marketing & Advertising
Reach sports fans across multiple channels
Where sport, media and audiences connect
Target by interest and context. Reach sports fans across channels, right when their attention is already there. Our trusted, popular media reaches audiences through news, entertainment, and sports content across TV, radio, and digital. That's how your brand makes a lasting impact.
Own the world
of sports across
multiple media
When something big happens in sports, it shows up across Sanoma's media. In the biggest sports, from the NHL to football and athletics to Formula 1, there are excellent advertising opportunities for reaching audiences with a strong interest in sports.
As a Sanoma media partner, you can take ownership of the sport or league of your choice and engage consumers with your message at every stage of the customer journey.
Weekly reach in sport +1,8 million
Nelonen’s TV and radio channels build awareness right at the top of the funnel.
Sport-specific articles in Ilta-Sanomat or Helsingin Sanomat, together with sports podcasts across audio, are highly effective during the consideration stage.
Nelonen and Ruutu (streaming service) showcase top-level sports leagues allowing partners to become a natural part of the programme when fans’ attention is at its peak.
Digital news media provides a second screen during matches and helps drive conversions.
After matches and other sporting events, the conversation continues on radio, podcasts and through sharp analysis in digital news media.
As a media partner, your brand becomes seamlessly integrated into content that strengthens customer loyalty.
Our Sport
Offering is
based on study
and insight
In 2024, we conducted a large sports and betting study with over 3.500 respondents to lay a solid foundation for our development work.
We complemented this with interviews and surveys to understand Finnish sports fans' needs. Concepts are validated with real consumers for relevance and impact, and our data-driven approach is already delivering excellent results.
Read more: Survey – Finnish players are rational and open to new brands
We provide everything as a service
Let's talk advertising. In a quick conversation, one of our experts will help you uncover new opportunities based on your goals and budget.
News and Articles
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In Finland, digital advertising is more than programmaticWhile the essence of programmatic advertising is the same in Finland as in any other country, its significance and the nuances of the conversation around it are very different. In the Finnish market, programmatic is first and foremost a buying method, yet all the current topics in digital advertising apply here, too.
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Artificial intelligence is also changing news consumption in Finland – audience relationship increasingly importantGenerative AI is changing the way we consume news. At the same time, news media must earn their place in people's day-to-day lives, in a situation where people expect journalism to be more meaningful and useful and to offer content relevant to their own lives, according to the Digital News Report 2026 survey of the Reuters Institute for the Study of Journalism at the University of Oxford.
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Sanoma’s survey: This is how artificial intelligence is used in marketing – 5 key pointsThe use of AI in Finnish companies is still limited. Lack of expertise is the biggest obstacle.
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Finland's gambling market reform - What operators need to know before 2027Finland is replacing its state gambling monopoly with a competitive licensing system opening to private operators in July 2027, with strict compliance and advertising rules in place, writes Jaakko Soininen, Managing Director at Finnplay.
![Jaakko Soininen, Managing Director at Finnplay]()
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UEFA Champions League to Ruutu in 2027Sanoma Media Finland has acquired the television rights to the UEFA Champions League for four seasons starting in autumn 2027. The Champions League is the world’s biggest and most prestigious club football competition.
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How did Sortter clear its path from a newcomer to a market leader?The Finnish loan comparison service has built its brand in local media. Collaboration with Sanoma has been a key factor in Sortter's success. Sortter’s Reetta Sinelampi and Sanoma’s Minna Kruhse spoke about successful collaboration at the eCom Summit.
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Understanding generations is one of the most important competitive advantages in marketingHenry Rose Lee shook up perceptions of age groups at Sanoma’s Get Tomorrow customer event.
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Clicks are forgotten, feelings remain – growth comes from memory tracesAt Sanoma’s Get Tomorrow customer event, Malcolm Devoy challenged marketing’s efficiency thinking: real growth does not come from doing marketing more efficiently but from doing it in a sufficiently extensive, meaningful and memorable way.
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Are you marketing to future customers or only to those who are already buying?Too often, we see marketing focusing on the wrong audience, said James Hurman in his speech at Sanoma’s Get Tomorrow customer event.
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How will the opening up of the gaming market affect the advertising environment in Finland?Sanoma’s webinar outlined the background to the reform and the role of responsible marketing.
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The new era of sponsorship goes beyond logosFestivals spurred the 17.5% growth of cultural sponsorship in 2025.
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Sanoma and Viaplay expand their advertising sales partnership, offering a wider reach among sports fansAdvertising on Viaplay's three sports channels is now available through Sanoma.
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Customer Success Stories
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Front page ad in Helsingin Sanomat multiplied Aarni's sales: 'Our online store got thousands of visitors'Aarni Watch Company Oy uses Finnish natural materials to make watches, sunglasses and bags. The ten-year-old company's goal was to strengthen its brand with an advertisement on the front page of Helsingin Sanomat, but the ad also multiplied their sales.
![Tältä näytti Aarni Watch Companyn mainokset Helsingin Sanomien etusivulla.]()
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Veikkaus reached more than half a million customers through festival partnershipsVeikkaus made a strong return to events after a few years' break. A fruitful collaboration with Sanoma helped them build a customer register of hundreds of thousands of people interested in festivals and music.
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Multichannel marketing boosts Sortter's successA desire to experiment, a results-oriented attitude and Finnish values come together in Sortter’s and Sanoma’s collaboration.
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The City of Mikkeli charmed with an impressive campaign – visit intention increased by a whopping 485%The multichannel campaign carried out with Sanoma combined native, digital and radio advertising as well as influencer collaboration to highlight Mikkeli’s history and culture in a novel way. The campaign strengthened the city’s brand nationwide and left a lasting impression.
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Case LähiTapiola – Top results with native advertisingThe native campaign was the best media campaign of the year so far for LähiTapiola and showed that a compelling story can make a difficult topic approachable.
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Case Bauhaus − Boldness that breaks boundariesBauhaus carried out a visible and impressive marketing campaign with Sanoma
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Case Helkama Velox – Digital campaign in the Sanoma network exceeded expectationsThe new electric bikes campaign generated almost 30 000 clicks, 6.3 million ad impressions and cost-effective visibility.
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Case Bonava Finland – We reach potential target groups with Sanoma: ”People really care about us”Bonava Finland uses Sanoma's print and digital advertising to gain visibility and reach people interested in buying a home.
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UPM captured the attention of international B2B decision makersUPM caught the attention of business decision-makers with a new strategic direction and impressive multi-channel content.
![UPM nappasi yrityspäättäjien huomion strategisen oivalluksen ja vaikuttavan monikanavasisällön avulla.]()
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Case If Keltanokka – Sharp focus on children’s road safetyThe If Keltanokka (“yellow peak”) campaign was noticed, it was extremely clear and it also activated people well. The campaign had a particular impact on people’s preferences, which shows that it touched people emotionally.
![If Keltanokka artikkelikuva]()
