Neste Rally

Helsinki Battle: How to activate a sports sponsorship to the max?


Neste had sponsored WRC races for 20 years. However, the popularity of the sport had declined over the years, especially amongst young urbanites: WRC races were perceived as a redneck sport.

After all, few urbanites would bother to travel hours to see the races. So how to make the sponsorship relevant and racing exciting again?


We brought the race from the woods to central Helsinki. We created a special event where iconic driver legends raced the current WRC teams.

Superson created the concept, brokered the sponsorship deals and executed the 20 000 people event, including PR, advertising, digital solutions and social media.


Neste Oyj is an oil refining and marketing company located in Espoo, Finland. It produces, refines and markets oil products and provides engineering services, as well as licensing production technologies.

Neste has been the main sponsor of Finnish WRC Rally since 1994

neste wide 1


The event gathered over 20.000 spectators.

World wide reach: 32.000.000

Earned media value: 2 500 000 €

Evento awards - Finland’s best consumer event

+20 000

Live spectators

32 000 000

People reached

2 500 000€

Earned media value

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Interested in working with us?

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