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GSI Event Study

Nokian Tyres IRONMAN 70.3 Finland 2018 Lahti, Finland 30 June 2018

GSI EVENT STUDY / NOKIAN TYRES IRONMAN 70.3 FINLAND 2018

2 © and database right 2018 Sportcal Global Communications Ltd. All Rights Reserved.

GSI Event Study

Nokian Tyres IRONMAN 70.3 Finland 2018 Lahti, Finland

This Event Study is subject to copyright agreements. No part of this Event Study may be reproduced distributed or transmitted in any form or by any means or stored in any retrieval system of any nature without prior written permission. Application for permission for use of copyright material shall be made to Sportcal Global Communications Ltd (“Sportcal”).

Sportcal has prepared this Event Study using reasonable skill, care and diligence for the sole and confidential use of the Finnish Olympic Committee (“FOC”), Lahti Region and the organisers of Nokian Tyres IRONMAN 70.3 Finland 2018 for the purposes set out in the Event Study. Sportcal does not assume or accept or owe any responsibility or duty of care to any other person. Any use that a third party makes of this Event Study or reliance thereon or any decision made based on it, is the responsibility of such third party.

The Event Study reflects Sportcal’s best judgement in the light of the information available at the time of its preparation. Sportcal has relied upon the completeness, accuracy and fair presentation of all the information, data, advice, opinion or representations (the “Information”) obtained from public sources and from FOC, Nokian Tyres IRONMAN 70.3 Finland 2018 and various third-party providers. The findings in the Event Study are conditional upon such completeness, accuracy and fair presentation of the Information.

Data provided by

Study supported by

PUBLISHED NOVEMBER 2018

BY SPORTCAL GLOBAL COMMUNICATIONS LTD

Author

Beth McGuire

Research and editorial support

Krzysztof Kropielnicki, Tim Rollason



GSI Event Study / Nokian Tyres IRONMAN 70.3 Finland 2018

Contents

1 EXECUTIVE SUMMARY 4

2 OVERVIEW 6

3 ECONOMIC 12

4 TOURISM 15

5 MEDIA 29

6 SPORTING 31

4

Exec

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Executive Summary

Nokian Tyres IRONMAN 70.3 Finland 2018

Date City, Nation 30 June 2018 Lahti, Finland Venues Organiser 1 Midnight Triathlon Events Finland Ltd

Event Frequency Owner Annual World Triathlon Corporation

Nokian Tyres IRONMAN 70.3 Finland 2018 is an annual triathlon event held in Lahti, Finland. With 2018 being the first edition of the event, Lahti will be hosting at least three editions of the event until 2020. The 2018 edition, held on 30 June, saw 1,459 participants take part across an individual race and team relay.

Outside of the race, an estimated 20,000 spectators attended the IRONMAN 70.3 event, with an additional 729 people attending, such as volunteers.

Based on the tourism survey, it was estimated that around 2,372 spectators travelled with the athletes, generating 4,330 bed nights in the city.

The event generated a direct economic impact of €2.16 million ($2.52 million), based on a direct tourism spend of 1.76 million ($2.05 million) and an event organiser surplus spend of €0.4 million ($0.47 million).

Participants also stated overall that they were satisfied with the venue, the IRONMAN Village, and the host city, Lahti, with both getting a rating of 4.48 out of 5.

The 1,459 individual participants were from 42 different nations with a continental reach of six. There were 1,110 male athletes and 349 female athletes. The event also featured a team relay event, which saw 49 teams competing.

Economic - Detail Attendance 22,188 Participants 1,459 Spectators 20,000* Other attendees 729 Net organisational spend

€0.4m

Direct economic impact

€2.16m

*estimated spectators

Tourism - Detail Participant and spectator tourism impact Tourism spend in Lahti €1.76m Participants €0.44m Spectators €1.32m Bed nights in Lahti 4,330 Participants 1,645 Spectators 2,685 Satisfaction Venue 4.48 / 5 Host city 4.48 / 5

Sporting - Detail Individual Participants 1,459 Male 1,110 Female 349 Continental reach 6 Competing nations 42 Competing relay teams 49

Ove

rvie

w



Overview

Event History The IRONMAN 70.3 event was first held in May 2006, and took place in Florida, USA. During the first year, the series was hosted 10 times across four continents: North America, South America, Europe and Oceania. In 2008, the number of races increased to 27 across five continents. In 2018, the IRONMAN 70.3 calendar included 97 races across six continents.

In 2018, North America will host the most events, with 37 IRONMAN 70.3 events. Second to that, Europe will host a total of 25 events. Looking across IRONMAN 70.3 events from 2010 to 2018, North America has hosted the most events (305), whilst Europe is second (137), and Asia follows (61). South America (36), Oceania (58) and Africa (14) have so far hosted significantly less IRONMAN 70.3 events.

IRONMAN 70.3 event will be held in a total of 41 different countries in 2018. Nokian Tyres IRONMAN 70.3 Finland, was the 35th race held in 2018, with further 62 to be held over the latter half of the year.

Continental breakdown of IRONMAN 70.3 events (2018)

Year-by-year breakdown of IRONMAN 70.3 events by continent (2010-2018)

0

5

10

15

20

25

30

35

40

45

50

2010 2011 2012 2013 2014 2015 2016 2017 2018

Num

ber o

f IRO

NM

AN

70.

3 ev

ents

Year

Africa Asia Europe North America Oceania South America

93

14

259

37

Oceania Africa

Asia Europe

South America North America



Overview

Event Format The IRONMAN 70.3 is a triathlon event which requires athletes to swim, cycle and run. The ‘70.3’ refers to the total distance, in miles, which is covered during the event. The race itself lasts one day, but pre-competition events and a post-competition award ceremony are often held on the surrounding days.

In the IRONMAN 70.3 event athletes swim 1.2 miles (1.9km), complete a 56-mile (90km) cycle and finish with a 13.1 mile (21.1km) run. Each of these segments is half the distance of the original IRONMAN triathlon.

Time taken to complete the triathlon varies on numerous factors such as level of the athlete, the terrain, or the weather during the race. Yet the typical range can be from around four hours completed by elite athletes, to the imposed race cut-off, which normally occurs at eight and a half hours after start time.

The elite athletes starting in the event have an earlier start time, and are later followed by a rolling age-group start.

28 June – 1 July 2018

Date 28 June 29 June 30 June 1 July

Morning IRONMAN village opens and athlete

registration

IRONMAN village opens and athlete registration

IRONMAN village opens Awards ceremony and IRONMAN 70.3 World

Championship slot allocation

Afternoon Nokian Tyres IRONKIDS

Pasta Party

Pro male start Pro female start

Rolling age-group start

Evening Pro race briefing and

press meeting Race briefing in Finnish

and English Athletes finish the race and

flower ceremony

Nokian Tyres IRONMAN 70.3 Finland 2018 competition schedule



Overview

Host Profile Finland

Popular sports in Finland include cross-country skiing, ski jumping, athletics, ice hockey, floorball and motorsports, such as Formula One and the World Rally Championship.

Numerous international competitions are held in Finland each year. In 2017, Finland hosted the World Figure Skating Championships and the FIS Nordic World Ski Championships. As an event organiser, Finland is known to be a reliable and environmentally conscious event host.

In the coming years, Finland will host the IIHF World Women’s Championships 2019 and the IFF Men’s World Floorball Championships.

Key Facts Size 338,424 km2 Population 5,495,096 (2016) GDP(PPP) $43,090 (2016) Capital Helsinki

GSI Cities Index* 91

* GSI Nations Index is Sportcal’s proprietary index which analyses the hosting and bidding of major sports events and ranks nations by the cumulative score of the events that nation has hosted. More information on GSI Cities Index www.sportcal.com/impact

Selected events hosted in Finland (2011-2020)

YEAR SPORT EVENT CITY

2011 Synchronised skating World Synchronized Skating Championships Helsinki

2011 Triathlon ITU Winter Triathlon World Championships Jämijärvi

2012 Ice hockey IIHF World Championships Helsinki

2012 Triathlon ITU Winter Triathlon World Championships Jämijärvi

2013 Ice hockey IIHF World Championships Helsinki

2013 Orienteering World Orienteering Championships Vuokatti

2015 Biathlon 47th World Biathlon Championships Kontiolahti

2015 Floorball Floorball Women’s World Championships Tampere

2017 Figure skating World Figure Skating Championships Helsinki

2017 Sailing ISAF Women’s Match Racing World Championships Helsinki

2017 Skiing – Nordic FIS Nordic World Ski Championships Lahti

2018 Soccer U19 UEFA European Championships Vaasa, Seinäjoki

2018 Athletics U20 IAAF Athletics World Championships Tampere

2019 Ice hockey IIHF World Women’s Championship TBC

2019 Skiing - Nordic FIS Nordic Junior World Ski Championship Lahti

2019 Synchronised skating World Synchronized Skating Championships Helsinki

2020 Floorball IFF Men’s World Floorball Championships Helsinki



Overview

Host Profile Lahti

Lahti, currently sitting at 91st in the GSI Cities Index, is traditionally known as a winter sports destination, with sport being a large aspect of the city’s identity.

Over the past 80 years, Lahti has hosted many sporting events. In particular, the FIS Nordic World Ski Championships 2017, as well as the skiing World Cup events and the annual Lahti Ski Games. There are two Olympic training centres in the region which offer multi-purpose facilities for international level sports competitions.

Key Facts Size 517 km2 (2017) Population 119,188 (2017)

GSI Cities Index* 91

* GSI Cities Index is Sportcal’s proprietary index which analyses the hosting and bidding of major sports events and ranks cities by the cumulative score of the events that city has hosted. More information on GSI Cities Index www.sportcal.com/impact

Selected events hosted in Lahti region (2013-2020)

YEAR SPORT EVENT CITY

Annual Skiing Lahti Ski Games Lahti

2013 Snowboarding World Snowboard Tour Lahti

2015 Minigolf Minigolf World Championships Lahti

2016 Motor racing FIA Historic European Rally Championships Lahti

2016 Motorcycling FIM Enduro World Championship Heinola

2016 Golf European Challenge Tour Vierumäki

2017 Skiing – Cross-country FIS Scandinavian Cup Lahti

2017 Skiing – Nordic FIS World Cup Lahti

2017 Skiing – Nordic FIS Nordic World Ski Championships Lahti

2018 Triathlon Nokian Tyres IRONMAN 70.3 Finland Lahti

2019 Skiing - Nordic FIS Nordic Junior World Ski Championship Lahti

2019 Triathlon IRONMAN 70.3 Finland Lahti

2020 Motorcycling FIM MotoGP Grand Prix Lahti/litti

2020 Triathlon IRONMAN 70.3 Finland Lahti



Overview

Venue The heart of the event was the Sibelius Hall, which is a large congress and concert hall in Lahti. The hall was built in 2000 and has a capacity of 1,250 seats. Inside the Sibelius Hall was the athlete registration, the merchandise stand, the pre-race pasta party and the race briefings. The award ceremony was also held here. For the duration of the IRONMAN 70.3 race, the Passanger Harbour was used as the swim, transition area and the finish line. The swim segment of the race took place in the lake Vesijärvi at Passanger Harbour.

The bike course was through Finnish forests, lakesides and rolling hills. The bike course passed the following villages: Hollola, Sairakkala, Kärkölä, Vesala and again Hollola, before heading the last 18km back to Lahti.

The run segment of the race saw the athletes being led along the lakeside. The finish line of the race was located by the Sibelius Hall. The Harbour area was used for spectators, with the different segments starting and finishing there.

Econ

omic



Economic

Attendance Overview The total attendance at Nokian Tyres IRONMAN 70.3 Finland 2018 is estimated to be 22,188. This includes 1,459 participants and an estimated 20,000 spectators.

Other groups in attendance included: volunteers (600), contractors (38), accredited media (30), VIPs (30), staff (25) and officials (6).

REGISTERED PARTICIPANTS

A total of 1,783 athletes (including 43 professional athletes) and 53 teams registered for the event. However, due to a number of no-shows, the final number of athletes and teams taking part in the event amounted to 1,459 and 49, respectively.

Out of a total of 1,459 athletes that competed in the race, 1,380 participants were registered from Europe. The event had a continental reach of six, with a further 44 participants coming from North America, 12 each from Asia and Africa, eight from Oceania, and three from South America.

The relay team registrations had a continental reach of three, with 45 teams competing from Europe, three from North America and one from Africa. Of the total number of European teams, 36 (73.5%) came from Finland.

Attendance - Overview Total Attendance 22,188 Participants 1,459 Spectators* 20,000 Staff 25 Contractors 38 Accredited media 30 Officials 6 VIPs 30 Volunteers 600

*estimated spectators

Individual registrations by continent (excluding no-shows)

12 12

1,380

44

8 3

Africa Asia

Europe North America

Oceania South America


Economic

Economic Impact Direct Impact - Total The Nokian Tyres IRONMAN 70.3 Finland 2018 generated the total direct economic impact on the city of Lahti of €2.16 million ($2.52 million). This is based on a direct tourism spend of 1.76 million ($2.05 million) and an event organiser surplus spend of €0.4 million ($0.47 million).

DIRECT IMPACT – TOURISM SPEND

The direct tourism spend on the city was calculated by subtracting the tourism spend in Finland, outside of Lahti, from the total tourism spend figure.

DIRECT IMPACT – NET ORGANISATIONAL SPEND

The organiser surplus was calculated by breaking down each item in the event budget to determine the revenue generated locally or elsewhere and organiser spend in the local area or elsewhere. The local expenses were then subtracted by the local revenue to calculate the net organisational spend.

Tour

ism



Tourism

Overview The analysis in this section looks at the tourism impact generated by participants who competed in Nokian Tyres IRONMAN 70.3 Finland 2018.

A tourism survey was used to assess the participant tourism impact, from which the answers by respondents were analysed and extrapolated.

Participants were broken down into different groups, based on how far they had to travel to Lahti for the event: local resident in Lahti, within Finland (outside of Lahti), and international visitors from outside Finland.

It was estimated that the total tourism spend by participants and spectators totalled €1.95 million ($2.28 million). Of that total, the direct tourism spend on the city of Lahti amounted to €1.76 million ($2.05 million).

Methodology The participant tourism study was conducted in June and July 2018 by the World Triathlon Corporation, in collaboration with Sportcal.

The survey was emailed to participants and a total of 376 complete responses were collected.

Note that the estimated spectator spend has been calculated using the spend data from the participant survey.



Tourism

Respondent Profile and Origin

Origin of respondents • 80.5 per cent of respondents were from the host nation, while 19.4% were

from overseas.

Age and gender profile of respondents • Respondents were 69.6 per cent male, compared to 30.4 per cent

of female respondents. • The age profile of the respondents had a high concentration of participants

aged 35 and over.

7.4%

73.1%

19.4%

Resident of Lahti

Resident of Finland (Outside of Lahti)

International

1.3%

6.4%

10.9%

18.4%

27.1%

19.9%

11.7%

2.7%

1.3%

0.3%

18-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65-69

30.4%

69.6%

Female

Male



32.3%

25.2%

16.2%

7.9%

5.3%

13.2% 1 person

2 persons

3 persons

4 persons

5 persons

6 persons

Tourism

Attendance

With whom did participants attend Nokian Tyres IRONMAN 70.3 Finland 2018?

• Participants at Nokian Tyres IRONMAN 70.3 Finland 2018 were most likely

to attend the event with their friends at 43.9 per cent. • International participants were more likely to travel and attend the event

with their spouse/partner, with 49.3 per cent.

Average size of group • The average number of people attending with participants is 1.90, with 29.1

per cent of participants attending with one other person and 22.8 per cent attending with two.

• The majority of people attended the event with one or two non-competing supporters.

0.5%

7.2%

9.8%

15.2%

22.6%

25.8%

42.6%

43.9%

Other

I did not attend with anyone

Colleagues

Children

Other family members

Triathlon club

Spouse/Partner

Friends

3.29

1.87

1.45

1.90

Resident of Lahti

Resident of Finland (outside ofLahti)

International

Average



Tourism

Accommodation

Where did participants stay during Nokian Tyres IRONMAN 70.3 Finland 2018? • 30.4 per cent of participants were visitors who stayed in paid

accommodation in the city. • A significant proportion of participants were local residents staying in their

own homes. • A proportion of visitors (19.2 per cent) stayed outside Lahti and travelled

to the city for the competition.

Type of accommodation

• 79.9 per cent of visitors to Lahti who were in paid accommodation stayed

in a hotel or a hostel. • Short-term rentals were also popular.

12.0%

10.4%

8.5%

24.8%

8.0%

5.6%

2.7%

28.0%

Other

Home of friend/family in Lahti

Home of friend/family outside of Lahti

Hotel in Lahti

Hotel outside of Lahti

Rental in Lahti

Rental outside of Lahti

My home (local resident)

79.9%

20.1%

Hotel/hostel

Rented private house/apartment/Airbnb



Tourism

Accommodation

Number of nights in paid accommodation • The vast majority of nights spent in Lahti were by guests travelling from

within Finland. • 42.4 per cent of guests spent three nights in paid accommodation.

Average number of nights stayed in Lahti in paid accommodation • On average, visitors stayed 3.58 nights in paid accommodation, with

international visitors staying slightly longer at 4.25 nights.

22.9%

42.4%

18.6%

9.3%6.8%

2 nights

3 nights

4 nights

5 nights

6 nights

2.64

4.25

3.58


International

Average



4.8%11.9%

21.9%

36.8%

24.7%Definitely will not

Probably will not

Neutral

Probably will

Definitely will

Tourism

Participation

Average number of times participated in IRONMAN 70.3 event

• The average number of times participants had previously competed at other IRONMAN 70.3 was two times. For the majority of domestic participants, it was their first time competing in an IRONMAN 70.3 event.

• International participants had more experience with competing in IRONMAN 70.3 events, with an average of four times.

Likelihood for future participation

• With a rating of 4.01 out of five, participants stated that in the future they

would most likely participate in a running event. • 61.5 per cent of participants also stated they were likely or very likely to attend

next year’s edition.

1.36

1.39

3.64

1.83

Resident of Lahti


International

Average

3.65

3.74

3.73

4.01

Attend next years Ironman 70.3 Lahtievent

Participate in an IRONMAN

Participate in another IRONMAN70.3 event

Participate in a running event



Tourism

Venue Satisfaction

Event participants When asked for their overall satisfaction of the IRONMAN Village, participants stated they were satisfied with a rating of 4.48. The residents of Lahti were the most satisfied with the venue with a higher rating of 4.61. The aspect of the venue which received the highest rating was cleanliness, with a mean value of 4.60. The venue aspect with the lowest rating was the number of toilets, with a rating of 3.72.

VENUE ASPECT MEAN Overall satisfaction 4.48 International 4.42 Resident of Finland (Outside of Lahti) 4.38 Resident of Lahti 4.61 Number of toilets 3.72 International 3.88 Resident of Finland (Outside of Lahti) 3.64 Resident of Lahti 4.11 Parking 3.61 International 3.48 Resident of Finland (Outside of Lahti) 3.59 Resident of Lahti 4.14 Directional signage 4.13 International 4.11 Resident of Finland (Outside of Lahti) 4.08 Resident of Lahti 4.75 Announcements 4.19 International 4.19 Resident of Finland (Outside of Lahti) 4.15 Resident of Lahti 4.54 Music 4.09 International 4.01 Resident of Finland (Outside of Lahti) 4.07 Resident of Lahti 4.46 Cleanliness 4.60 International 4.66 Resident of Finland (Outside of Lahti) 4.56 Resident of Lahti 4.79



Tourism

Host City Satisfaction Event Participants When asked to give a rating out of five, participants stated they were overall satisfied with the host city with a mean value of 4.48. International visitors gave the host city a rating of 4.47, and local residents were the most satisfied with the host city with a rating of 4.89. The aspect of the host city which got the highest rating was the cleanliness of the city, with a rating of 4.40. International visitors were particularly impressed with the cleanliness of the city, giving it a slightly higher rating of 4.62.

HOST CITY ASPECT MEAN Overall 4.48 International 4.47 Resident of Finland (Outside of Lahti) 4.44 Resident of Lahti 4.89 Local transportation 3.84 International 3.79 Resident of Finland (Outside of Lahti) 3.81 Resident of Lahti 4.25 Parking 3.79 International 3.63 Resident of Finland (Outside of Lahti) 3.80 Resident of Lahti 4.11 Restaurants 3.81 International 3.70 Resident of Finland (Outside of Lahti) 3.81 Resident of Lahti 4.07 Entertainment 3.72 International 3.68 Resident of Finland (Outside of Lahti) 3.69 Resident of Lahti 4.14 Other amenities 3.84 International 3.90 Resident of Finland (Outside of Lahti) 3.77 Resident of Lahti 4.29 Cleanliness 4.40 International 4.62 Resident of Finland (Outside of Lahti) 4.33 Resident of Lahti 4.54



Tourism

Participant Spend Total Spend

Total participant spend related to Nokian Tyres IRONMAN 70.3 Finland 2018 Estimates based on the tourism study show a gross spend by participants related to Nokian Tyres IRONMAN 70.3 Finland 2018 of €521,938 ($607,943), of which €3,273 ($3,812) was related to people from the city of Lahti.

Of the total spend, €444,164 ($517,353) was spent at the venue and in the city of Lahti. On the following pages, the breakdown of participant at the venue, in the host city and in Finland outside Lahti is provided. The estimations are based on the tourism study and the declared expenditure.

TOTAL LAHTI FINLAND (OUTSIDE OF LAHTI) INTERNATIONAL VISITORS TO

LAHTI

TOTAL SPEND (EUR) EUR 521,938 EUR 3,273 EUR 155,685 EUR 362,979 EUR 518,665

SPEND PER PARTICIPANT (EUR)

EUR 357.74 EUR 34.82 EUR 168.13 EUR 826.83 EUR 379.97

TOTAL SPEND (USD) USD 607,943 USD 3,812 USD 181,339 USD 422,791 USD 604,130

SPEND PER PARTICIPANT (USD)

USD 416.69 USD 40.56 USD 195.83 USD 963.08 USD 442.59

Totals may not add up as individual figures have been rounded up. Spend figures provided in Euros. Conversion rate used for 30/06/2018: EUR 1 = USD 1.1647



Tourism

Participant Spend Venue

Breakdown of participant spend in venue by type

TOTAL LAHTI FINLAND (OUTSIDE OF LAHTI) INTERNATIONAL VISITORS TO LAHTI

No. of people eating & drinking at venue 721 37 431 253 684

Average spend per person 46.58 32.73 36.33 66.07 47.33 Spend on eating & drinking at venue (EUR)

EUR 33,584.95 EUR 1,211.01 EUR 15,658.23 EUR 16,715.71 EUR 32,373.94

Spend on eating & drinking at venue (USD)

USD 39,119.08 USD 1,410.56 USD 18,238.39 USD 19,470.12 USD 37,708.52

No. of people paying for transport to venue

332 21 178 132 311

Average spend per person 47.40 46.52 47.02 48.42 47.46

Spend on transport to venue (EUR) EUR 15,737.92 EUR 976.92 EUR 8,369.56 EUR 6,391.44 EUR 14,761.00

Spend on transport to venue (USD) USD 18,331.21 USD 1,137.90 USD 9,748.70 USD 7,444.62 USD 17,193.32

No. of people paying for car parking 108 8 64 36 100

Average spend per person 22.37 20.92 17.79 30.83 22.48

Spend on car parking around venue (EUR) EUR 2,415.80 EUR 167.36 EUR 1,138.56 EUR 1,109.88 EUR 2,248.44

Spend on car parking around venue (USD) USD 2,813.88 USD 194.94 USD 1,326.17 USD 1,292.77 USD 2,618.94

No. of people with other spend at venue 259 27 148 84 232

Average spend per person 97.25 34 94.05 123.21 104.61

Other spend at venue (EUR) EUR 25,187.04 EUR 918.00 EUR 13,919.40 EUR 10,349.64 EUR 24,269.04

Other spend at venue (USD) USD 29,337.36 USD 1,069.27 USD 16,213.04 USD 12,055.05 USD 28,268.09

TOTAL SPEND AT VENUE (EUR) EUR 76,925.71 EUR 3,273.29 EUR 39,085.75 EUR 34,566.67 EUR 73,652.42

TOTAL SPEND AT VENUE (USD) USD 89,601.53 USD 3,812.66 USD 45,526.30 USD 40,262.57 USD 85,788.87




Tourism

Participant Spend City

Breakdown of participant spend in the city of Lahti, outside of venue, by type

TOTAL LAHTI FINLAND (OUTSIDE OF LAHTI)

INTERNATIONAL VISITORS TO LAHTI

No. of people in paid accommodation 554 273 217 554

Average length of stay 3.35 2.64 4.25 3.35

Bed nights 1,645 721 922 1,645

Average spend per night per person 87.47 68.31 93.05 87.47

Spend on paid accommodation in Lahti (EUR) EUR 143,877.48 EUR 49,230.03 EUR 85,812.28 EUR 143,877.48

Spend on paid accommodation in Lahti (USD) USD 167,585.61 USD 57,342.16 USD 99,952.42 USD 167,585.61

No. of people eating & drinking in city 1052 667 385 1052

Average spend per person 108.73 63.75 186.64 108.73

Spend on eating & drinking in Lahti (EUR) EUR 114,379.57 EUR 42,522.93 EUR 71,856.64 EUR 114,379.57

Spend on eating & drinking in Lahti (USD) USD 133,227.04 USD 49,529.86 USD 83,697.18 USD 133,227.04

No. of people paying for transport 173 47 126 173


Spend on public transport in Lahti (EUR) EUR 5,945.61 EUR 882.93 EUR 5,062.68 EUR 5,945.61

Spend on public transport in Lahti (USD) USD 6,925.33 USD 1,028.42 USD 5,896.91 USD 6,925.33

No. of people visiting tourist attractions 117 27 90 117


Spend on tourist attractions in Lahti (EUR) EUR 5,315.63 EUR 1,265.63 EUR 4,050.00 EUR 5,315.63

Spend on tourist attractions in Lahti (USD) USD 6,191.53 USD 1,474.17 USD 4,717.36 USD 6,191.53

No, of people paying for car parking in city 255 141 114 255


Spend on car parking in Lahti (EUR) EUR 5,837.29 EUR 2,249.29 EUR 3,588.00 EUR 5,837.29

Spend on car parking in Lahti (USD) USD 6,799.15 USD 2,619.92 USD 4,179.23 USD 6,799.15

No. of people purchasing souvenirs in city 631 360 271 631


Spend on souvenirs in Lahti (EUR) EUR 53,642.41 EUR 25,940.19 EUR 27,702.22 EUR 53,642.41

Spend on souvenirs in Lahti (USD) USD 62,481.61 USD 30,214.61 USD 32,266.99 USD 62,481.61

No. of people with other spend in city 139 61 78 139


Spend on other items in Lahti (EUR) EUR 12,301.39 EUR 2,443.39 EUR 9,858.00 EUR 12,301.39

Spend on other items in Lahti (USD) USD 14,328.41 USD 2,846.01 USD 11,482.40 USD 14,328.41

TOTAL SPEND IN LAHTI (EUR) EUR 367,238.10 EUR 116,599.87 EUR 250,638.23 EUR 367,238.10

TOTAL SPEND IN LAHTI (USD) USD 427,751.60 USD 135,813.20 USD 291,938.40 USD 427,751.60




Tourism

Participant Spend Nation

Breakdown of participant spend in Finland, outside of Lahti, by type

TOTAL LAHTI FINLAND (OUTSIDE OF LAHTI)

INTERNATIONAL VISITORS TO LAHTI

No. of people in paid accommodation in Finland 66 66 66

Average length of stay 4.36 4.36 4.36

Bed nights 288 288 288

Average spend per night per person 81.40 81.40 81.40

Spend on paid accommodation in Finland (EUR) EUR 23,424.25 EUR 23,424.25 EUR 23,424.25

Spend on paid accommodation in Finland (USD) USD 27,284.10 USD 27,284.10 USD 27,284.10

No. of people eating & drinking in Finland 180 180 180

Average spend per person 172.41 172.41 172.41

Spend on eating & drinking in Finland (EUR) EUR 31,034.48 EUR 31,034.48 EUR 31,034.48

Spend on eating & drinking in Finland (USD) USD 36,148.34 USD 36,148.34 USD 36,148.34

No. of people purchasing souvenirs in Finland 66 66 66


Spend on souvenirs in Finland (EUR) EUR 7,560.00 EUR 7,560.00 EUR 7,560.00

Spend on souvenirs in Finland (USD) USD 8,805.74 USD 8,805.74 USD 8,805.74

No. of people paying for public transport in Finland

78 78 78

Average spend per party 84.00 84.00 84.00

Spend on public transport in Finland (EUR) EUR 6,552.00 EUR 6,552.00 EUR 6,552.00

Spend on public transport in Finland (USD) USD 7,631.64 USD 7,631.64 USD 7,631.64

No, of people paying for car parking in Finland 24 24 24


Spend on car parking in Finland (EUR) EUR 954.00 EUR 954.00 EUR 954.00

Spend on car parking in Finland (USD) USD 1,111.20 USD 1,111.20 USD 1,111.20

No. of people visiting tourist attractions in Finland 54 54 54


Spend on tourist attractions in Finland (EUR) EUR 5,460.00 EUR 5,460.00 EUR 5,460.00

Spend on tourist attractions in Finland (USD) USD 6,359.70 USD 6,359.70 USD 6,359.70

No. of people with other spend in Finland 24 24 24


Spend on other items in Finland (EUR) EUR 2,790.00 EUR 2,790.00 EUR 2,790.00

Spend on other items in Finland (USD) USD 3,249.74 USD 3,249.74 USD 3,249.74

TOTAL SPEND IN FINLAND (EUR) EUR 83,685.25 EUR 83,685.25 EUR 83,685.25

TOTAL SPEND IN FINLAND (USD) USD 97,474.91 USD 97,474.91 USD 97,474.91




Tourism

Spectator Spend Total Spend

Total spectator spend related to Nokian Tyres IRONMAN 70.3 Finland 2018 The data for the spectator spend was estimated based on the survey results from the participants. It was assumed that the average spectator spend equalled the average participant spend across the three attendee groups: residents of Lahti, Finnish visitors from outside of Lahti and overseas visitors.

Based on the participant survey and the declared number of non-competing supporters that attended the event with the athletes, it was estimated that of the total spectator attendance of 20,000, 2,372 were visitors to the city of Lahti (1,734 Finnish visitors and 637 international visitors).

Estimates based on the tourism study show a gross spend by spectators related to Nokian Tyres IRONMAN 70.3 Finland 2018 of €1,431,260 ($1,667,103). Of the total spectator spend, €1,318,486 ($1,535,746) was spent at the venue and in the city of Lahti.

TOTAL LAHTI FINLAND (OUTSIDE OF LAHTI) INTERNATIONAL VISITORS TO LAHTI

TOTAL SPEND (EURO) EUR 1,431,260 EUR 613,807 EUR 291,132 EUR 526,320 EUR 817,453

SPEND PER SPECTATOR (EURO)

EUR 102.04 EUR 34.82 EUR 168.13 EUR 826.83 EUR 379.97

TOTAL SPEND (USD) USD 1,667,103 USD 714,950 USD 42,523 USD 102,891 USD 135,211

SPEND PER SPECTATOR (USD)

USD 118.85 USD 40.56 USD 195.83 USD 963.08 USD 442.59

Totals may not add up as individual figures have been rounded up. Spend figures provided in Euros. Conversion rate used for 30/06/2018: EURO 1 = USD 1.16478

Med

ia



Media

Overview The Nokian Tyres IRONMAN 70.3 Finland 2018 was broadcast live on the official IRONMAN website and on YLE Areena, the streaming service of YLE, the Finnish public-service broadcaster.

A number of other initiatives were launched to communicate with the four core stakeholder groups (competitors, media, general public and partners; as defined by event organisers). These included:

• Distribution of press releases via ePressi, enabling the organisers to reach 10,000 Finnish media outlets

• A high-quality and content-based race magazine (produced by Uusi Lahti, a local newspaper) that was distributed to competitors and partly to the public

• Collaboration with ESA, a media house that became the official communication partner of the event, and Radio Voima, a radio broadcaster that provided the live coverage of the event

• Communication through Lahti Region, the city’s tourism and marketing organisation, and LAMK, the Lahti University of Applied Sciences

OTHER COMMUNICATION CHANNELS

• Nokian Tyres IRONMAN 70.3 Finland website • www.ironman.com • IRONMAN channels • Finntriathlon website • Finntriathlon community website • Finntriathlon newsletter

SOCIAL MEDIA ACCOUNTS

• Facebook (Nokian Tyres IRONMAN 70.3 Finland) • Facebook (IRONMAN Europe and IRONMAN now) • Facebook (Finntriathlon) • Instagram (IRONMAN and Finntriathlon) • Twitter (IRONMAN and Finntriathlon)

The highlights video released on the event Facebook page on 1 July 2018 had a reach of 28,000 people and recorded 1.400 likes, 132 comments and 123 shares.

Social media followers (as of 14 September 2018) Nokian Tyres IRONMAN 70.3 Finland Facebook 3,956 Instagram 1,062 Twitter 341 Finntriathlon Facebook 9,878 Instagram 3,066 Twitter 1,675

http://www.ironman.com/

Spor

ting



Sporting

Overview Nokian Tyres IRONMAN 70.3 Finland 2018 featured 1,459 athletes representing 42 countries from six continents. In addition, the event had 49 relay teams competing from seven nations.

76.1 per cent of participants competing in the individual race were male, with female athletes accounting for 23.9 per cent of all competitors.

Matt Trautman (South Africa) and Kimberley Morrison (Great Britain) won the men’s and women’s race, respectively. Finland came on top in the team relay competition.

The profile of nations and athletes competing in the inaugural Nokian Tyres IRONMAN 70.3 Finland 2018 was compared in this chapter to other IRONMAN 70.3 events that took place in the space of one month from one another, from 10 June to 8 July 2018, and had similar formats.

Key Statistics Individual Participants 1,459 Male 1,110 Female 349 Continental reach 6 Competing nations 42 Competing relay teams 49

Selected IRONMAN 70.3 events 2018 – Participants and competing nations

IRONMAN 70.3 2018

PARTICIPANTS (MALE)

PARTICIPANTS (FEMALE)

PARTICIPANTS (TOTAL)

Cairns 683 354 1,037 Edinburgh 681 167 848 Elsinore 1779 485 2,264 Haugesund 140 50 190 Jeju 430 61 491 Lahti 1,110 349 1,459 Muskoka 936 400 1,336

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Cairns Edinburgh Elsinore Haugesund Jeju Lahti Muskoka

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Sporting

Individual Participants By Nation

The 2018 edition of IRONMAN 70.3 Lahti saw 1,459 participants from 42 nations competing in the individual race. Of these nations, 27 were from Europe, with only one competing nation from Africa. Asia was the second most represented continent by nation with a total of six competing nations, followed by North America with four and Oceania and South America featured two competing nations each.

IRONMAN 70.3 events 2018 – Competing nations (selected events)

Nokian Tyres IRONMAN 70.3 Finland 2018 – Competing nations by continent (individual race)

Nokian Tyres IRONMAN 70.3 Finland 2018 – Top 10 nations by number of competitors (individual race)

Finland 1,020 Russia 102 Great Britain 68 USA 35 Germany 35 Netherlands 19 Switzerland 19 Italy 18 Ireland 15 France 13

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Sporting

Relay Teams By Nation

In the team relay at Nokian Tyres IRONMAN 70.3 Finland 2018, there were a total of 49 team competing across seven nations and three continents. Most of the teams competing in the relay were domestic, with 36 teams competing from Finland, 73.5 per cent of the total teams.

Nokian Tyres IRONMAN 70.3 Finland 2018 – Competing nations by continent (team relay)

Nokian Tyres IRONMAN 70.3 Finland 2018 – Competing relay teams by nation

Finland 36 Russia 6 USA 3 Austria 1 Great Britain 1 Sweden 1 Uganda 1



Sporting

Individual Participants By Continent Nokian Tyres IRONMAN 70.3 Finland 2018 had 1,459 participants competing across PRO and age group categories. Out of these participants, 29 were competing in the PRO category. When analysing the number of participants by continent, 94.6 per cent of athletes competing in the individual race were from Europe. South America has the lowest number of participants with three competing athletes, making up 0.2 per cent of the total.

Nokian Tyres IRONMAN 70.3 Finland 2018 – Participants by continent

CONTINENT PARTICIPANTS (TOTAL)

PARTICIPANTS (%)

Africa 12 0.8% Asia 12 0.8% Europe 1,380 94.6% North America 44 3.0% Oceania 8 0.6% South America 3 0.2% TOTAL 1,459 100%

Nokian Tyres IRONMAN 70.3 Finland 2018 – Athletes by continent

0.8%0.8%

94.6%

3.0%

0.6%0.2%

Africa

Asia

Europe

North America

Oceania

South America



Sporting

Individual Participants By Category The category with the most participants at Nokian Tyres IRONMAN 70.3 Finland 2018 was the age group category, M40-44, with 261 competing individuals. Of the female age group categories, the category with the highest number of competing athletes was F40-44, with 76 competing athletes.

Nokian Tyres IRONMAN 70.3 Finland 2018 – Athletes continental breakdown by category

CATEGORY AFRICA ASIA EUROPE NORTH AMERICA SOUTH AMERICA OCEANIA TOTAL F18-24 - - 2 - - - 2 F25-29 2 - 27 1 - - 30 F30-34 - 2 34 7 - - 43 F35-39 - - 63 6 - - 69 F40-44 - - 73 2 - 1 76 F45-49 - - 65 2 - - 67 F50-54 - - 37 2 - - 39 F55-59 - - 9 1 - - 10 F60-64 - - 3 1 - - 4 M18-24 - - 9 - - - 9 M25-29 3 1 47 2 - - 53 M30-34 - 1 116 4 2 - 123 M35-39 1 - 200 4 1 1 207 M40-44 - 3 252 5 - 1 261 M45-49 1 3 201 5 - - 210 M50-54 2 2 141 - - 3 148 M55-59 - - 58 1 - 1 60 M60-64 - - 17 - - 1 18 M65-69 - - 1 - - - 1 PRO 3 - 25 1 - - 29 TOTAL 12 12 1380 44 3 8 1,459



Sporting

Individual Participants By Nation There were 1,020 athletes from Finland that took part in the event, accounting for 70 per cent of the total number of participants. Other nations with strong representation were Russia and Great Britain with 102 and 68 participants, respectively.

Nokian Tyres IRONMAN 70.3 Finland 2018 – Athletes by nation breakdown

NATION ATHLETES (FEMALE)

ATHLETES (MALE)

TOTAL

Australia 1 4 5 Austria 0 2 2 Bahamas 1 1 2 Belgium 0 7 7 Brazil 0 2 2 Canada 4 2 6 Chile 0 1 1 China 1 3 4 Czech Republic 1 1 2 Denmark 0 2 2 Estonia 1 11 12 Finland 252 768 1,020 France 2 11 13 Germany 8 27 35 Great Britain 22 46 68 Hungary 0 1 1 Iceland 0 1 1 Ireland 6 9 15 Israel 0 2 2 Italy 1 17 18 Korea 0 1 1 Latvia 0 1 1 Lebanon 0 1 1 Lithuania 0 4 4 Luxembourg 0 6 6 Mexico 1 0 1 Monaco 0 1 1 Netherlands 4 15 19 New Zealand 0 3 3 Norway 2 1 3 Philippines 1 2 3 Poland 4 8 12



Sporting

Individual Participants By Nation (Continued)

Nokian Tyres IRONMAN 70.3 Finland 2018 – Athletes by nation breakdown (continued)

NATION ATHLETES (FEMALE)

ATHLETES (MALE)

TOTAL

Romania 0 1 1 Russia 5 97 102 Slovakia 0 1 1 South Africa 2 10 12 Spain 1 3 4 Sweden 5 4 9 Switzerland 6 13 19 Syria 0 1 1 Turkey 0 2 2 USA 17 18 35 TOTAL 348 1,111 1,459



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Sporting

Individual Participants Gender Equality Nokian Tyres IRONMAN 70.3 Finland 2018 had 1,110 male participants and 349 female participants. When compared with other selected IRONMAN 70.3 events in 2018, Lahti had the second biggest gender gap, behind Elsinore, Denmark where male athletes comprised 78.6 per cent of all competing individuals. The events compared were selected as they were all in the space of one month from one another, from 10 June to 8 July 2018, and had similar formats.

Nokian Tyres IRONMAN 70.3 Finland 2018 – Gender breakdown by continent

CONTINENT ATHLETES (TOTAL)

Male Female Africa 10 2 Asia 10 2 Europe 1,059 321 North America 21 23 Oceania 7 1 South America 3 0 TOTAL 1,110 349

Nokian Tyres IRONMAN 70.3 Finland 2018 – Gender breakdown

IRONMAN 70.3 2018 events – Competitors by gender

23.9%

76.1%

Female Male



Sporting

Individual Performance Matt Trautman from South Africa won the men’s competition in the Nokian Tyres IRONMAN 70.3 Finland 2018, with a time of 03:54:35. Kimberley Morrison from Great Britain secured the victory in the women’s race, recording a time of 04:21:53. Finnish athletes came first across the majority of the age categories, with 63.2 per cent of age categories being won by Finnish athletes. For the female age group athletes, the age category with the best time was F25-29, with a time of 04:52:05. M35-39 had the best time of the male age groupers, with a time of 04:13:39. Nokian Tyres IRONMAN 70.3 Finland 2018 – Top 10 results NAME NATION CATEGORY SWIM CYCLE RUN TOTAL Matt Trautman South Africa PRO 00:24:59 02:07:26 01:18:18 03:54:35 Manuel Kueng Switzerland PRO 00:24:19 02:07:57 01:21:20 03:57:46 Christian Kramer Germany PRO 00:25:01 02:11:24 01:18:07 03:58:42 Darby Thomas Finland PRO 00:31:09 02:10:11 01:18:08 04:03:34 Martijn Dekker Netherlands PRO 00:24:20 02:13:33 01:21:59 04:03:56 Stefan Overmars Netherlands PRO 00:26:58 02:13:21 01:20:06 04:05:00 Jarno Piik Finland PRO 00:31:59 02:13:22 01:19:58 04:09:19 Joona Tuikka Finland PRO 00:27:03 02:15:33 01:22:20 04:09:35 Ivo Suur Estonia PRO 00:28:28 02:19:32 01:17:54 04:10:39 Tero Setola Finland M35-39 00:29:10 02:16:51 01:22:46 04:13:39

Nokian Tyres IRONMAN 70.3 Finland 2018 – Best time by category

CATEGORY NATION SWIM CYCLE RUN TOTAL PRO Men South Africa 00:24:59 02:07:26 01:18:18 03:54:35 PRO Women Great Britain 00:28:51 02:19:34 01:29:03 04:21:53 F18-24 Finland 00:33:20 02:59:03 01:42:27 05:20:21 F25-29 Finland 00:28:16 02:40:11 01:38:07 04:52:05 F30-34 Switzerland 00:36:17 02:46:33 01:36:26 05:05:44 F35-39 Mexico 00:31:10 02:45:00 01:33:36 04:56:36 F40-44 Russia 00:30:56 02:38:19 01:41:24 04:57:30 F45-49 Finland 00:34:01 02:38:00 01:37:24 04:57:16 F50-54 Sweden 00:36:40 02:41:57 01:45:51 05:10:53 F55-59 Finland 00:40:58 02:54:46 02:01:25 05:46:55 F60-64 Finland 00:35:06 03:10:22 01:57:18 05:55:33 M18-24 Finland 00:31:37 02:27:53 01:39:48 04:45:02 M25-29 Finland 00:29:17 02:30:47 01:22:10 04:26:26 M30-34 Germany 00:29:21 02:15:50 01:25:08 04:16:07 M35-39 Finland 00:29:10 02:16:51 01:22:46 04:13:39 M40-44 Finland 00:28:50 02:16:20 01:29:36 04:19:58 M45-49 Finland 00:28:37 02:21:12 01:27:55 04:22:53 M50-54 Switzerland 00:30:12 02:17:49 01:40:03 04:35:01 M55-59 Finland 00:29:27 02:29:39 01:41:34 04:46:28 M60-64 Switzerland 00:33:35 02:25:23 01:52:05 04:57:51 M65-69 Finland 00:37:29 02:50:49 01:56:52 05:33:34



Sporting

Team Performance A team from Finland won the team relay competition at the Nokian Tyres IRONMAN 70.3 Finland 2018, posting a time of 04:31:15. Russia came second with a time of 05:02:36 and Uganda third, recording a time of 05:27:04. Nokian Tyres IRONMAN 70.3 Finland 2018 – Best time by nation

NATION SWIM CYCLE RUN TOTAL Finland 00:37:25 02:27:39 01:22:42 04:31:15 Russia 00:37:45 02:42:28 01:37:45 05:02:36 Uganda 00:39:30 02:51:00 01:51:28 05:27:04 USA 00:42:30 02:58:29 01:44:20 05:30:00 Sweden 00:42:10 02:44:51 02:03:01 05:40:54 Great Britain 00:42:58 03:31:59 02:13:46 06:34:23 Austria 01:11:13 03:09:32 02:46:12 07:06:57

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