What Jukolan viesti does

Jukolan viesti is a non-profit annual orienteering relay competition organized by Kaukametsäläiset ry (a registered Finnish association founded June 30, 1948) and held continuously every year since 1949. It is the world's largest relay orienteering event and Finland's largest adult sports event, attracting 17,000–20,000+ competitors per year from more than 20 countries. The program consists of the 7-leg men's relay Jukolan viesti (70–85 km, run overnight Saturday to Sunday), the 4-leg women's relay Venlojen viesti (23–30 km, Saturday afternoon), and the youth relay Nuorten Jukola (ages 10–18, mixed-gender). The men's relay typically fields 1,300–1,600 teams and the women's 900–1,100 teams; the all-time participation record was 20,632 in 2019 at Kangasala.

The event runs on a rotating geography across Finland (Kotka-Jukola 2026, Vuokatti-Jukola 2027, Espoo-Jukola 2028) and is staged by local host clubs such as Kymin Suunnistajat and Vehkalahden Veikot under the supervision of Kaukametsäläiset ry. Core technology includes Emit electronic punching for timing, GPS tracking, Livelox-powered live results and map visualization, digital competition maps, a multilingual website (Finnish, Swedish, English), and an official mobile application (iOS/Android) that supports event information, live tracking, results, and food pre-ordering. The competition center typically deploys ~100 computers and ~20 km of cabling, supported by 1,500+ officials on event days.

Revenue is generated from participation fees (split between the Finnish Orienteering Federation Suunnistusliitto and Kaukametsäläiset ry), a tiered sponsorship/partnership program (avainkumppanit key partners, osuusisännät sector sponsors, and supporting partners), VIP and corporate team packages, on-site food and beverage sales (~30,000 meals served), merchandise through the Suunnistaja Shop e-commerce platform, and ancillary offerings such as the Metsäareena® sustainability-themed partner event. Spectator attendance is free. Roughly 100,000 volunteer work hours per event are contributed over a five-year planning cycle. The organization is governed by a 7-member board and supported by an operational leadership group, and it reinvests surplus into orienteering scholarships and youth development.

Name

Jukolan viesti

Legal name

Kaukametsäläiset ry

Website

https://jukola.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

1–10 employees

Short description

Jukolan viesti is a Finnish non-profit annual orienteering relay event, organized by Kaukametsäläiset ry since 1949, serving 17,000–20,000+ competitors from 20+ countries via the men's 7-leg and women's 4-leg relays plus the Nuorten Jukola youth competition, monetized through participation fees, tiered sponsorships, corporate VIP packages, and on-site merchandise.

Ownership category

akta.pro rank

Product category

Mass-participation sports event (orienteering relay)

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

Keywords

• Orienteering relay event
• Mass-participation sports
• Orienteering competition
• Outdoor recreation events
• Sports event management

Headquarters

HQ city

Kotka

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Participation Fees: Teams and individual competitors pay registration fees to participate. In 2026, osanotosta maksaneissa joukkueissa was 19249 suunnistajaa, making participation fees the most reliable revenue stream. A portion goes to the Finnish Orienteering Federation (Suunnistusliitto) and the remainder to Kaukametsäläiset ry.
2. Partnership and Sponsorship: Marketing and sponsorship partnerships with companies ranging from key partners (avainkumppanit) to sector sponsors (osuusisännät) to general partners. Includes multi-channel, measurable, narrative-driven collaboration built across multiple touchpoints.
3. Competition Center Merchandise and Food Sales: On-site sales of official Jukola merchandise (via Suunnistaja Shop), food and beverage through the main restaurant and talkoo restaurant, and other commercial operations at the competition center.
4. VIP and Corporate Packages: VIP packages, corporate team packages (yritysjoukkuepaketit), and corporate hospitality including Metsäareena partner event, Jukola & Venla club, and staff events for companies.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Jukolan viesti organizes and operates the world's largest relay orienteering competition, featuring a 7-leg men's relay (70-85 km) and a concurrent 4-leg women's relay Venlojen viesti (23-30 km), plus the youth Nuorten Jukola relay for ages 11-18. The organization sells team participation, corporate VIP/hospitality packages, official merchandise, and live tracking services through its website, mobile app, and on-site competition center.

Product overview

Jukolan viesti is an annual orienteering relay event organization that runs three major competitions: the 7-leg men's Jukolan viesti (approximately 70-85 km), the 4-leg women's Venlojen viesti (approximately 23-30 km), and Nuorten Jukola for youth ages 11-18. The organization provides digital services including a mobile application for live tracking, GPS monitoring, and results viewing, plus merchandise through the Suunnistaja Shop. An associated partner event called Metsäareena focuses on sustainability discussions. The event requires massive logistics including competition center infrastructure, catering for approximately 30,000 food servings, medical services, and volunteer coordination across 1,500+ volunteers completing about 100,000 volunteer hours over five years of preparation.

Differentiator

Problem solved

Functional benefit

Brands

• Metsäareena®: A partner event focused on sustainable development themes, combining keynote speakers and networking in a forest setting.
• Jukola-opas

Products and services

• Jukolan viesti (Men's 7-leg Relay) The main 7-leg men's orienteering relay competition of approximately 70-85 km total, run overnight from Saturday evening to Sunday morning, open to clubs and non-club teams.
• Venlojen viesti (Women's 4-leg Relay) The women's 4-leg orienteering relay competition of approximately 23-30 km total, starting Saturday afternoon and run concurrently with Jukolan viesti.
• Nuorten Jukola (Youth Relay) Youth orienteering relay for ages 11-18 with 7 legs requiring mixed-gender teams, the world's largest youth orienteering relay at approximately 3 hours in duration.
• Jukola Mobile Application Official mobile application for Jukolan viesti providing live tracking, GPS tracking, results, event information, and food pre-ordering for participants and spectators.
• Live Tracking and Results Service (Liveseuranta ja tulokset) Real-time live tracking and results service for both Jukolan viesti and Venlojen viesti, including Livelox integration for leg-by-leg GPS tracking and results viewing on the event website.
• Metsäareena® Partner Event A themed partner event integrated into the Jukolan viesti competition, focused on sustainable development and forest industry, combining keynote speakers and corporate networking with the competitive atmosphere.
• Suunnistaja Shop (Official Merchandise) Official e-commerce store featuring Jukolan viesti annual event products, Finnish national team fan merchandise, and quality equipment for orienteering and outdoor activities.
• Jukolan viestit 1989-2008 (History Book) A standalone history book documenting the Jukolan, Venlojen, and Nuorten Jukola relay events from 1989-2008, containing articles, maps, results, statistics, and photographs.
• Corporate VIP and Hospitality Packages Tiered corporate offering including the Jukola & Venla kisaklubi VIP business club, VIP hospitality packages, corporate team packages (yritysjoukkuepaketit), staff events, and Metsäareena® partner event access for companies.

Quantifiable outcome

• 19,249 competitors participated in 2026 (Kotka-Jukola), the third-highest in 77-year history
• +3 more outcomes

Named customers5 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

Feature4 records

Partnerships

17 partnerships are on record, tiered core, major, key and supporting.

• Kotka (City of Kotka)coreStrategic or Co-development Partner · 1 January 2026The City of Kotka served as the host city for Kotka-Jukola 2026. As the main local government partner, the city provided support for infrastructure, logistics, and regional promotion. The slogan 'Elämää metsästä' (Life from the Forest) connects the event to the city's maritime and forest industry identity.
• Kotkamills (MM Group)majorStrategic or Co-development Partner · 1 January 2026Kotkamills, part of MM Group, was an Osuusisäntä (sector sponsor) for Kotka-Jukola 2026. As a major employer in the Kotka region with a mill producing mechanical pulp, Kotkamills aligned with the forest and sustainability theme of the event.
• Škoda AutomajorGTM or Marketing Partner · 1 January 2026Škoda was an Osuusisäntä (sector sponsor) for Kotka-Jukola 2026. As an automotive brand, Škoda aligns with the active, outdoor lifestyle of orienteering participants.
• FingridkeyGTM or Marketing Partner · 1 January 2026Fingrid, Finland's national grid operator, was an Avainkumppani (key partner) for Kotka-Jukola 2026. The partnership aligns with the event's sustainability and environmental values.
• IntersportkeyGTM or Marketing Partner · 1 January 2026Intersport, a sports retail chain, was a key partner and official sports equipment partner for Kotka-Jukola 2026. Intersport provides merchandise and retail support for the event.
• Visit Kotka-HaminakeyGTM or Marketing Partner · 1 January 2026Visit Kotka-Hamina was a key partner promoting the Kotka-Hamina region as a tourism and event destination in connection with Kotka-Jukola 2026.
• TornatormajorStrategic or Co-development Partner · 1 January 2026Tornator, a forest management company, was an Osuusisäntä (sector sponsor) for Kotka-Jukola 2026. As a major landowner in the competition area, Tornator's partnership was essential for access to forest terrain and aligned with the forest theme.
• Kymenlaakson Sähkö (KSOY)keyGTM or Marketing Partner · 1 January 2026Kymenlaakson Sähkö (KSOY) was a key partner providing energy services and sponsorship for Kotka-Jukola 2026, supporting the event in the host region.
• EmitcoreTechnology or Integration · 1 January 2026Emit provides the electronic punching and timing system used at Jukolan viesti. This technology is essential for accurate race timing and results tracking.
• LiveloxcoreTechnology or Integration · 1 January 2026Livelox provides the live tracking and GPS visualization platform for Jukolan viesti, allowing spectators to follow runners' progress in real time on digital maps.
• LöfbergsmajorGTM or Marketing Partner · 1 January 2026Löfbergs, a Swedish coffee roaster, was a partner at Kotka-Jukola 2026, providing refreshments and hospitality aligned with the event's community atmosphere.
• Suomen Puolustusvoimat (Finnish Defence Forces)coreStrategic or Co-development Partner · 1 January 2026The Finnish Defence Forces have been a longstanding partner in Jukolan viesti, represented in the leadership group and providing support for event organization. Their involvement connects to the event's tradition and the role of reserve forces in Finnish society.
• Suomen Suunnistusliitto (Finnish Orienteering Federation)coreStrategic or Co-development Partner · 1 January 2026The Finnish Orienteering Federation is represented in the Jukola leadership group and co-organizes the event. The federation benefits from participation fees and event exposure for the sport.
• Kaukametsäläiset rycoreStrategic or Co-development Partner · 1 January 2026Kaukametsäläiset ry is the founding organization and rights holder of Jukolan viesti. Established June 30, 1948, the association owns the Jukola name and trademark, selects host organizers, and oversees the event's traditions and standards. It provides the institutional backbone and accumulated knowledge that makes the event possible.
• GranokeyGTM or Marketing Partner · 1 January 2026Grano, a communications and media services company, was a key partner for Kotka-Jukola 2026, providing printing and communication services.
• OomikeyGTM or Marketing Partner · 1 January 2026Oomi was a key partner at Kotka-Jukola 2026, aligned with the energy and sustainability theme of the event.
• HaminaKotkan Satama (Port of HaminaKotka)supportingGTM or Marketing Partner · 1 January 2026Port of HaminaKotka, one of Finland's leading export ports, was a partner supporting Kotka-Jukola 2026, aligning with the maritime and logistics identity of the Kotka region.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• World Marathon Majors (e.g., TCS New York City Marathon): Premier global mass-participation marathon series. Comparable to Jukolan viesti as a large-scale mass-participation endurance event with tiered sponsor packages, but operates at significantly larger scale and broader international profile.
• International Orienteering Federation (IOF): Global governing body for orienteering that sanctions World Championships and major events. Comparable as a broader organizer/standard-setter in the same sport, though focused on elite championship events rather than mass-participation relays.

Others

• Suomen Suunnistusliitto (Finnish Orienteering Federation): National governing body for orienteering in Finland and a core partner of Jukolan viesti. Comparable as a critical ecosystem participant in Finnish orienteering, sharing revenue from participation fees and co-organizing the event.
• Suunnistusliitto (Finnish Orienteering Federation) Compass Shop / Suunnistaja Shop: Operates the official Jukola merchandise e-commerce and shares revenue with the event. Comparable as a commercial adjunct to the Jukolan viesti ecosystem, monetizing the brand through outdoor and orienteering gear.

Direct peers

• Tiomila (10-mila): Sweden's premier relay orienteering event featuring 10-leg night relays. Closely comparable to Jukolan viesti as another large-scale nighttime relay orienteering competition in the Nordic orienteering ecosystem.
• O-Ringen AB: Organizer of the world's largest orienteering event held annually in Sweden, attracting ~20,000 competitors over five days. Directly comparable to Jukolan viesti as a mass-participation orienteering competition with similar scale, international participation, and Nordic ecosystem.
• Midnattsloppet: Sweden's largest nighttime running event held in multiple cities. Comparable to Jukolan viesti as a Nordic nighttime endurance mass-participation event with strong community and team-relay components.
• Lidingöloppet: The world's largest cross-country running race held annually in Sweden with ~15,000-20,000 participants. Comparable to Jukolan viesti as a Nordic mass-participation endurance event with strong volunteer heritage and iconic brand status.

Emerging players

• Tough Mudder: Large-scale obstacle course and adventure race series with global events. Comparable to Jukolan viesti as a mass-participation outdoor endurance event with strong brand recognition and corporate sponsorship focus, though focused on adventure/obstacle rather than orienteering.

Regional players

• Helsinki City Running Day / Helsinki Marathon: Finland's flagship mass-participation road running event organized in Helsinki. Comparable to Jukolan viesti as a major Finnish mass-participation endurance event with similar domestic sponsorship ecosystem and audience overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@jukolanviesti2026
• Facebookfacebook.com/jukolanviesti
• LinkedInlinkedin.com/company/jukolan-viesti
• Instagraminstagram.com/jukolanviesti

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Jukolan viesti