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Finnish football culture has undergone significant changes over recent decades. The position of football has strengthened, digitalisation has made the sport more accessible across different platforms, and social media has enabled diverse forms of interaction around the game.

Sonja Sulankivi, Postdoctoral Researcher in the Experience Economy @TUNI programme, took part in the event Growth from Lake and Nature Tourism – Tools and Support for Business Development, organised by the City of Tampere and Visit Tampere on 27 October 2026.

Kuva: Cecilia Arontaus Miika Salmi Lipiäinen, Head of the Experience Economy @TUNI programme and Professor of Practice in Experience Economy, and Heini Merkkiniemi, Festival Director and Doctoral Researcher in the programme, participated in Music x Media, held in Tampere on 1–2 October 2026.

Miika Salmi Lipiäinen, Professor of Practice in Experience Economy at Tampere University and a leader of the Experience Economy @TUNI programme, visited Tampere University of Applied Sciences (TAMK) on 1 September 2026 to speak at the second Experience Economy Phenomena -seminar.

“Imagine Everyday!” seminar, held at Tokyo Midtown Design Hub on December 4th, 2025 brought together creative businesses, artists, researchers, and advocates from Finland and Japan to explore inclusivity within the experience economy ecosystems and creative industry drivers sparking societal change.

In autumn 2025, Tampere University of Applied Sciences launched a new and internationally unique Master’s Degree Programme in Experience Economy (YAMK). The programme awards degrees in Hospitality Management, Media, and Business Administration (Master’s level), and its core strength is clearly multidisciplinarity.

The second Open Strategy Workshop was held at the Saïd Business School of the University of Oxford in June.

Experience Economy program at Tampere University brought together business leaders and researchers to discuss the future of experiences at the Experience Economy Co-Creation Workshop.

The search for a happy life is a timeless question, and while no simple answer exists, research has shown that consumers often gain more satisfaction from experiences than material possessions. Memorable experiences, elämys in Finnish, are commonly associated, both in discourse and in earlier research, with extraordinary events, such as luxury or travel.

There is something unique about Finnish football culture. Seasons are decided in autumn rain, and spectators huddle wrapped in winter coats in the stands.

Experiences shape who we are, bringing people together, creating lasting memories, and building communities.