Snowboarding is the wintertime cousin of skating and surfing. It's a voluntary and very popular winter sport in Finland. The number of people into snowboarding has seen its ups and downs, and due to its non-organized nature, the number of active snowboarders is hard to estimate. Estimated number for the last few seasons is around 150,000. In a study conducted by Sponsor Navigator, the most popular sports among 15-to-29-year-olds were ice hockey, football, snowboarding, and formula racing.
Finland has seen a lot of success in snowboarding, and our country has produced several professional boarders – who have enjoyed international acclaim – such as Lauri Heiskari, Eero Ettala, Heikki Sorsa, Enni Rukajärvi, Toni Kerkelä, Sami Luhtanen, and more. Therefore, the roots of snowboarding in Finland are deep, and the group of snowboard enthusiasts stays steady. Many young people still pick up a snowboard instead of skis thanks to the large bag of tricks it lets its riders unravel, the freedom it offers, and the relaxed atmosphere associated with it. Also, many first-generation riders that have reached the adult age are now teaching their children to ride. One can see snowboarders of all ages on the slopes, ranging from 12 to 45, all using the same rails and pipes.
Rodeo is a new Finnish snowboarding media that was founded to be a successor of the old Snow Extreme mag, the concept of which felt outdated. We wanted to try something new and put our focus even more on several channels instead of just print. The tradition of quality snowboard magazines in Finland is long, and Rodeo wants to contribute to that with a Yearbook (published once per season) that only features the most action-packed high-quality shots and the most exciting stories.
Rodeo does not see advertisers – it cooperates with partners. It is not just about a page in a mag; it is about the whole picture in terms of your marketing. Our partners are visible in everything that we do, and every package we offer is tailored to match different needs. Print, events, and online content all together create a strong whole whose message reaches efficiently the challenging target group that would otherwise be hard to reach.
Rodeo is an official publication of the Finnish Snowboarding Association, and together in cooperation with them, we also manage snowboarding events. The events are an essential part of our media set, integrating seamlessly with the whole package that Rodeo has to offer.