Extension of Rally Sweden could become a reality – positive signals from the WRC promoter

Rally Sweden is the only winter rally in a World Rally Championship calendar that spans Europe, Asia, South America and the Middle East. 2022 was the first time the competition was run with Umeå as the central location. With one year left on the current agreement with the promoter for WRC, dialogue about an extension is now underway. And these are positive signals for Rally Sweden.

Negotiations for a new agreement period that have been temporarily paused over the past year due to an ongoing ownership process within WRC Promoter are now coming to an end, and with a new owner, a more ambitious growth and investment program for the championship is expected.

– This is important and very positive news for Rally Sweden and all fans of sport in Sweden. An extension of our agreement with WRC would give us stability to continue developing the event, strengthen our international position and create even greater value for partners, the tourism industry and the public, says Anna Nordkvist, CEO of Rally Sweden AB.

The company Rally Sweden AB has received a letter of intent from WRC Promoter GmbH regarding a possible contract extension for Rally Sweden in the FIA ​​World Rally Championship (WRC) after 2027. The letter, signed by WRC Promoter representative Simon Larkin, confirms a continued strong interest in developing and extending the collaboration with Rally Sweden AB and also emphasizes the importance of continued collaboration with public actors and the business community, to ensure the long-term success of the event.

In its letter, WRC Promoter also highlights the significant economic impact that a World Rally Championship rally has on a host region. A study conducted by WRC from 2024 shows that an average WRC event generates approximately 41 million euros in direct economic impact. In addition, around 73 percent of visitors come from other regions, which contributes to up to 76,000 overnight stays and tax revenues of approximately 3.6 million euros.

– As owners, we view positively the signals of a possible long-term continuation for Rally Sweden. A multi-year agreement would create stable conditions for continued development, says Pontus Sandell, acting chairman of the Swedish Motorsports Association

WRC Promoter also signals a desire for a five-year agreement, which would provide stable conditions for owners and investors in Rally Sweden AB. An agreement that would then secure a Swedish World Championship rally until 2032.

For further information, please contact:
Anna Nordkvist
Rally Sweden AB
anna.nordkvist@rallysweden.com

Pontus Sandell
Svenska Bilsportförbundet. (The Sweden ASN)
pontus.sandell@sbf.se