One of the nominees is Rally Sweden; read the full interview.
What would you say is the core of Rally Sweden’s identity—the one thing that must never change?
– The core lies in our tagline: “Closer to Rally.”
It’s about the feeling—that the audience gets close to the experience. Whether you’re standing out on a stage watching the cars go by, or at our event arena, Red Barn Arena, where every day of competition ends with the finish line, artist performances, an expo, and beer and VIP tents, you should feel like you’re part of it.
Our close connection to the sport, to the atmosphere and to the whole experience of Rally Sweden is what defines us – and that feeling must never be lost.
How do you strike a balance between the tradition of the classic World Rally Championship and the need for innovation?
– In terms of competition, we are guided by developments in the sport through decisions and regulations issued by the international federation and the promoter.
At the same time, we are committed to preserving the link with the history of rallying. That is why we have a support class outside the World Championship – Historic – which gives the public the chance to experience rally cars from the 1960s right up to the early 2000s. These are cars with which many in our target audience have a strong emotional connection, and which form an important bridge between the past and the present.
How do you go about creating an experience that appeals to both die-hard fans and new visitors?
– Red Barn Arena, situated within walking distance of Umeå city centre, is an easily accessible event venue that appeals to a wide audience. Even people who aren’t die-hard rally fans can easily enjoy the experience there. We have also developed what we call ‘Stage Events’ – event venues out on the stages – which are tailored to new visitors. They are easily accessible, offer more than just the competition, and provide food, drink and facilities. The whole family can spend a day together here. We always have our hardcore fans with us – they find their own way to the places where they can enjoy the best possible experience. Whilst working within the regulations we must follow, we also try to create a competition format that allows them to experience as much of the rally as possible.
What specific steps have you taken to reduce the event’s environmental impact?
– The FIA, the international governing body, sets high standards for sustainability, and international championships must meet these standards in order to be authorised to host events. In addition to this, we have, in collaboration with an external consultancy, produced comprehensive documentation on the rally’s environmental impact to identify areas where we can improve.
In summary, the reports show that – as with all major events – the audience’s travel is the biggest factor affecting the climate. The World Championship race cars account for less than 0.1 per cent of the total climate impact.
Why do you think you’ve been nominated for Event of the Year 2025?
– We hope it’s because Rally Sweden is an event that attracts a wide audience and offers experiences for the whole family over an action-packed weekend.
Our visitors should feel that they are part of Rally Sweden – that they are close to the sport, close to the atmosphere and close to the whole experience.
In short: that they truly experience ‘Closer to Rally’.
👉 Vote for Rally Sweden here: https://motenevent.se/utmarkelser/#rostningsformular