Helsinki International Horse Show

What Helsinki International Horse Show does

BCM Scanhorse Oy, the operating entity behind the Helsinki International Horse Show (HIHS), runs Finland's largest annual indoor arena equestrian event, founded in 1985 and held at Helsinki Expo and Convention Centre (Messukeskus) since the 2026 relaunch. The four-day event combines a Longines FEI Jumping World Cup qualifier (€250,000 Sunday prize purse) in the International Arena with a secondary competition arena, a parallel national programme (Amateur Tour, Pohjola Bronze Road to Helsinki, Pohjola Suomenhevoset Road to Helsinki, Dressage Winter Cup, Finnderby), and the Horse Expo trade exhibition. The 2026 edition attracted 53,947 visitors and is projected to exceed 60,000 in 2027; broadcast reach via YLE is estimated at 2.3 million TV viewers, with cited international media exposure of €42 million.

The technical platform is operational rather than digital: arena footing combines 6,800 m² of Finnfoam insulation under fiber sand surfaces whose performance has been validated by Professor Lars Roepstorff's mechanical hoof measurement as comparable to top five-star competitions. Sustainability is institutionalized through the Jumps Green environmental programme, Ekokompassi certification (2019), and comprehensive carbon footprint calculation since 2022. Distribution is dual-track: B2C through Ticketmaster and the official website across tiered session, expo, premium, VIP Club Seat (€89–€189) and VIP Royal Table (€990–€2,490) products, plus All Event passes at €395 (adult) and €249 (children); and B2B through direct sales of partnership packages and exhibition booths to a roster of 40+ commercial partners led by title sponsor Longines.

The GTM motion is event-driven and partnership-anchored: a 7-person core team is supported by 350–400+ volunteers (some since 1985), and marketing runs across Instagram (2,299 followers), Facebook, TikTok, LinkedIn, YLE broadcast, Hevosurheilu editorial, email, press conferences, and the Sponsor Insight survey programme. Audience demographics are heavily skewed (92% female, 47% university graduates, 84% riders) with an average dwell time above 11.2 hours, indicating a high-engagement, niche-luxury consumer base that supports premium pricing and corporate hospitality revenue.

Name

Helsinki International Horse Show

Legal name

BCM Scanhorse Oy

Website

https://helsinkihorseshow.fi

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

The Helsinki International Horse Show, operated by BCM Scanhorse Oy since 1985, is Finland's largest annual indoor equestrian event, hosting a Longines FEI Jumping World Cup qualifier, national competitions, and the Horse Expo exhibition for 53,947+ spectators at Helsinki Messukeskus.

Ownership category

akta.pro rank

Product category

Equestrian Sporting Events

NAICS

Racetracks (711212), Spectator Sports (7112)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG)

akta.pro secondary industries

Equestrian & Rodeo Facilities (MPAKAEAM), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Racecourse Hospitality, Sponsorship & On-Track Experiences (MPAEADAM)

Keywords

• Equestrian sporting events
• Indoor arena competitions
• FEI World Cup qualifier
• Horse expo exhibition
• Corporate hospitality services

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Ticket Sales: Primary revenue stream from direct ticket sales to event attendees across multiple ticket categories including session tickets (International Arena access), expo tickets, premium seats, and All Event tickets. Ticket prices range from 29€ (children) to 189€ (VIP) for individual sessions, with All Event packages at 395€ (adult) and 249€ (children).
2. VIP Hospitality Packages: Premium hospitality offerings including VIP Club Seat (89€-189€ per person depending on session), VIP Royal Table for groups of six (990€-2,490€ depending on session), providing exclusive access and premium viewing experiences.
3. Partnership and Sponsorship Revenue: Multi-tiered partnership packages offering brand visibility across all event materials and channels, the right to use HIHS logo in marketing, B2B and customer event attendance rights, promotional opportunities, and customized marketing cooperation. Partners include Longines (title sponsor), Tillander, Hööks, Finnfoam, Pohjola Vakuutus, OP Uusimaa, Kultajousi, Turkish Airlines, Fazer, and others.
4. Horse Expo Exhibition: Revenue from exhibition booth sales and participation fees for the Horse Expo trade fair component, which features industry brands, Finnish and international companies, small businesses, and new products across equipment, apparel, horse care, feed, and lifestyle categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Helsinki International Horse Show is Finland's largest annual indoor arena equestrian sporting event, organized by BCM Scanhorse Oy. It features Longines FEI Jumping World Cup qualifiers, CSI 5* show jumping, international dressage, and the Horse Expo trade exhibition across four days and two competition arenas at Helsinki Messukeskus. The event combines elite competition, national amateur series, exhibition, VIP hospitality, and family programming for both consumers and B2B partners.

Product overview

Helsinki International Horse Show is Finland's largest annual indoor arena equestrian event held at Helsinki Expo Centre. The event combines top-level international equestrian sport (Longines FEI Jumping World Cup qualifiers, CSI 5* show jumping, international dressage) with extensive exhibition areas (Horse Expo), national competition series (Amateur Tour, Pohjola Road To Helsinki, Dressage Winter Cup), and VIP hospitality services. The four-day event features two competition arenas, multiple programme stages including hobby horse arena, and serves as the premier equestrian sporting event in Finland since 1985.

Differentiator

Problem solved

Functional benefit

Brands

• Jumps Green: Environmental sustainability programme aiming to make Helsinki Horse Show the world's leading sustainable equestrian event
• Horse Expo
• Amateur Tour
• Finnderby

Products and services

• Helsinki International Horse Show Finland's largest annual indoor arena equestrian sporting event featuring Longines FEI Jumping World Cup qualifiers, international show jumping, dressage competitions, and an extensive Horse Expo exhibition area, held over four days at Helsinki Messukeskus.
• Amateur Tour Competition series for amateur riders at 80cm, 90cm, and 100cm levels, culminating in Top 10 Finals at the International Arena during the Helsinki Horse Show.
• Pohjola Bronze Road To Helsinki National show jumping series culminating in finals during the Helsinki Horse Show with a 125cm competition class.
• Pohjola Suomenhevoset Road To Helsinki

Quantifiable outcome

• 53,947 visitors attended 2026 event, exceeding 50,000 target
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

20 partnerships are on record, tiered flagship, core and minor.

• LonginesflagshipGTM or Marketing PartnerTitle sponsor and official timekeeper for FEI Jumping World Cup qualifier. Global watch brand with strong association with equestrian sport and elegance. Provides World Cup title association and global brand exposure.
• Hevosopisto (Finnish Horse College)coreStrategic or Co-development PartnerLong-standing cooperation with Hevosopisto (Finnish Horse College) for Finnderby event development. Hevosopisto is Finland's national training center for equestrian sports and largest educational institution in the field. Partnership supports Finnish show jumping traditions.
• FEI (Fédération Equestre Internationale)flagshipStrategic or Co-development PartnerWorld governing body for equestrian sport. Awards World Cup qualifier status and governs competition rules. The Helsinki leg is part of the Longines FEI Jumping World Cup Western European League.
• City of HelsinkicoreGTM or Marketing PartnerCity supports major international events and strengthens Helsinki as event destination. Supports children's and youth mobility initiatives and event accessibility.
• John Nurminen FoundationminorStrategic or Co-development PartnerBaltic Sea rescue foundation. Partnership addresses equestrian sport's environmental impact on the Baltic Sea region, which many riders travel through to reach Helsinki.
• HorsecominorStrategic or Co-development PartnerEcological manure processing partner. Collects and processes all event-generated horse manure into soil and soil improvement products. Family-owned business based in Tuusula, Finland.
• TillanderminorGTM or Marketing PartnerFinnish master goldsmith since 1860. Provides jewelry and craftsmanship for prize ceremonies and awards. Handcrafts commissioned pieces in Helsinki atelier.
• FinnfoamcoreGTM or Marketing PartnerFinnish family company providing insulation boards for arena floor construction. Five-year cooperation agreement covering 6,800 m² of Finnfoam installation. Ensures consistent quality and optimal footing for horses.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner. World's largest ticketing company distributing 600 million tickets annually across 35+ countries. Distributes all event tickets including sessions, expo, premium, and VIP.
• HööksminorGTM or Marketing PartnerLeading Scandinavian equestrian retailer with 73 stores. Provides CSI 5* 145 cm presented by Hööks class sponsorship.
• OP UusimaacoreGTM or Marketing PartnerLargest bank in OP Financial Group. Sponsors hobby horse arena (OP Uusimaa Arena) and children's mobility initiatives. Supports sustainability goals.
• Pohjola VakuutuscoreGTM or Marketing PartnerInsurance partner supporting Finnish sports. Insurance partner for over 80 sports federations. Sponsors Pohjola Bronze Road to Helsinki series.
• KultajousicoreGTM or Marketing PartnerFinland's largest jewelry company (71 locations). Sponsors national arena and Dressage Clinic. Provides prize support for national competitions.
• FazerminorGTM or Marketing PartnerFood Experience Company with 130+ year heritage. Sponsors International Grand Prix CSI 1* 140 cm presented by Fazer and children's mobility initiatives.
• Turkish AirlinesminorGTM or Marketing PartnerAirline flying to most countries worldwide. Sponsors CSI 5* 145 cm presented by Turkish Airlines class. Supports international rider and audience travel.
• Black HorsecoreGTM or Marketing PartnerHorse nutrition brand, 20+ year partner. Sponsors Amateur Tour TOP 10 Finals presented by Black Horse. Provides individual nutrition designed for Finnish conditions.
• HankkijaminorGTM or Marketing PartnerFinland's leading agricultural retailer. Sponsors Pohjola Suomenhevoset Road to Helsinki Final 100 cm presented by Hankkija.
• Yle (Finnish Broadcasting Company)coreGTM or Marketing PartnerOfficial media partner. Broadcasts main competition highlights on TV and Yle Areena streaming. Reaches 2.3 million TV viewers.
• Ministry of Education and CulturecoreGTM or Marketing PartnerProvides financial support for international event bidding and preparation. Demonstrates Finland's commitment to hosting major international sporting events.
• Finnish Equestrian Federation (SRL)coreStrategic or Co-development PartnerCentral organization for equestrian sports in Finland. Organizes competitions, develops riding instruction and coaching. Coordinates Amateur Tour series.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CHIO Aachen: Germany's flagship equestrian event and one of the most prestigious in the world. Operates at a larger scale in an outdoor stadium format but competes for the same international riders, sponsors, and audience.
• Dublin Horse Show: Ireland's national equestrian show held at the RDS, combining international show jumping with national championships and trade exhibition. Comparable as a long-standing national equestrian event with similar sponsor and exhibition revenue mix.
• Longines Global Champions Tour: Global premium show jumping series. The Helsinki event's title sponsor, Longines, is also the title sponsor of this tour, making it directly comparable for sponsor economics and rider competition.

Direct peers

• Olympia London International Horse Show: Premier UK indoor equestrian show featuring FEI World Cup qualifiers and extensive exhibition. Comparable as a long-running Western European indoor show jumping event with strong commercial sponsor base.
• Gothenburg Horse Show: Sweden's leading annual indoor equestrian event and FEI World Cup qualifier. Directly comparable Nordic indoor show jumping event with similar competition format, sponsorship model, and spectator base.
• CSI Basel: Long-running Swiss indoor equestrian event. Comparable as a regional indoor show jumping fixture with similar international rider participation and FEI World Cup links.
• Jumping Verona: Italian FEI World Cup indoor qualifier held at Veronafiere. Directly comparable indoor format, spectator scale, and combined competition-exhibition model.
• Stockholm International Horse Show: Major Swedish indoor equestrian show and FEI World Cup qualifier. Operates as a near-identical Nordic model with international jumping, dressage, and trade exhibition components.

Regional players

• Cavaliada: Indoor equestrian event series held in Poland across multiple venues. Comparable as a Central European indoor show jumping event with similar pricing tiers and exhibition components.

Emerging players

• Royal Horse Show (Riyadh): Saudi Arabia's premium international equestrian event, rapidly expanding its calendar and prize money. Comparable as a destination equestrian event competing for top international riders and global sponsors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HelsinkiHorseShow
• LinkedInlinkedin.com/company/bcm-scanhorse-oy-ab-ltd
• Instagraminstagram.com/helsinkihorseshow
• TikToktiktok.com/discover/helsinki-horse-show

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Helsinki International Horse Show