The Winter World Masters Games (WWMG) is the biggest multi-sport winter event for athletes aged 30 and over. The competition is open to everyone: sports enthusiasts, first-time competitors, active athletes, and former professionals. In addition to traditional snow and ice sports, the program includes unique experience-based events. There will be competitions in 12 winter sports.
This is the first time the event will be held in Finland. Previous hosts include Lombardy, Italy (2024), Innsbruck, Austria (2020), Quebec, Canada (2015), and Bled, Slovenia (2010).
Impact and Opportunities
The Winter World Masters Games will bring a new perspective to winter sports in Lahti. Participants usually stay about six days and want to experience local attractions in addition to competing.
The event will boost the local economy and increase demand for tourism services. It will also promote a new sports culture that encourages adults to be active for competition or well-being.
The economic impact is estimated at over six million euros. Social benefits include increased physical activity among adults. The event also aims to grow sports events in Finland and attract participants to return as tourists or competitors in the future.
There are exactly two years until the WWMG2028 begins. The first athlete ambassador is ski jumping legend Janne Ahonen from Lahti.
For more information and registration, visit www.masters2028.com.
Follow the event on Facebook, Instagram, and LinkedIn with the tag @wwmg2028finland.