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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Magazine themes and front page ads for 2027: Premium advertising and high-quality attentionSee the 2027 themes of Sanoma’s magazines and book a front page ad in multichannel newspapers. Download the full schedule.
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Five ways for gaming operators to strengthen their position in the Finnish marketYou won’t make it into the consideration set unless your brand is well known and trusted, Sanoma marketing strategist Reetta Thurman reminds us.
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IAB survey: the market for programmatic buying is growing in FinlandThe State and Trends of Programmatic Buying 2026 survey shows genuine growth in the market and growth expectations for the coming year as well. Artificial intelligence has been adopted as a tool for everyday life, but the automation of processes is still ahead. The opening up of the gambling market also invigorates the programmatic market.
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TV and video advertising – major trends to tap intoThe world around us steers our consumption to an ever more digital direction, and TV and video advertising needs to stay on top of the changes. What are the trends to look out for and opportunities to seize in now?
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Sanoma's consumer consumption study reveals that trust is almost as important as price in purchase decisionsFinnish consumers remain cautious about their personal finances, and this is reflected in their purchasing behaviour. They are comparing options more carefully, prioritising their spending and seeking out deals more actively than before.
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Gaming operator, make sure your marketing strategy is fit for the Finnish marketWe are now in a period where gaming companies entering Finland should be finalising their strategy and taking steps to secure advertising inventory for 2027. Local media houses can offer the insight needed to reach the relevant target groups.
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Instream video advertising provides high attention value in a premium media environmentIn Sanoma’s channels, an instream video ad is watched in full and with sounds on in a safe, high-quality media context. Partnerships with international streaming services give advertisers an access to larger audiences with a single campaign.
![Laura Kangas ja Sebastian Wikman]()
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Finland’s economy is turning – now is the time to build mental availabilityWith the Finnish economy showing signs of improvement, consumers are receptive and making changes to their buying habits. Brands that invest in marketing and create mental availability now will be in a great position to grow their market share once the tide turns.
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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]()
Customer Success Stories
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Bringing a food brand to life through multichannel marketing – Go-Tan used an event partnership to the maxDutch food brand Go-Tan reached 80 per cent of the Finnish 18- to 35-year-old population with their multichannel campaign. A partnership with Himos Festival provided an opportunity to bring the brand to life in a fun setting.
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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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Juustoportti’s bold and colourful video advertising stopped thumbs in Sanoma’s news mediaDairy company Juustoportti’s eye-catching campaign boosted the launch of their new protein products. Outstream video advertising in popular news media is a perfect match for a TV campaign and a productive next step after focusing on social media.
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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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Insurance company If gained valuable information on the path to purchase of B2B decision-makers“Cooperation was close, and the common thread running through the process was ensuring that we get as much benefit as possible from the survey.”
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