The Olympic Stadium hosted five major concerts in 2025: Iron Maiden, Ultra Bra (twice), Katri Helena and Robbie Williams. A total of 201,000 people attended the concerts. The event surveys on concert-goers were conducted between June and September by Sponsor Insight Finland.
Depending on the event, between 39% and 58% of respondents attended an Olympic Stadium music event for the first time since its renovation and refurbishment. This suggests that events also attract new visitors to the stadium.
Visitors particularly praised the smooth arrangements, streamlined entry and exit, adequate and clean toilet facilities and friendly and knowledgeable staff. The quality of the performers, the visuals and the atmosphere of the concerts were also applauded widely. Fast service and efficient service points reinforced the positive overall experience.
Respondents generally hoped that queue management for large crowds would be improved. Suggestions for improvements were also made regarding accessibility and ancillary services – in particular to ensure smooth traffic flow around the stadium and adequate public transport.
Successful concerts are created in cooperation – the Olympic Stadium and the event organisers who made it possible for top-class artists to perform, ensured high-quality productions and created a comprehensive customer experience deserving of praise. The Iron Maiden and Ultra Bra concerts were implemented by Live Nation Finland, the Katri Helena concert by Warner Music Live and the Robbie Williams concert by All Things Live. Close cooperation between the stadium and the event organisers allowed for smooth arrangements and a high-quality overall experience.
"The results of the survey show that the stadium is a functional venue for large public events. The high visitor satisfaction and also the views on development areas provide valuable information for the stadium, event organisers and the City of Helsinki for the coming years," Stadium Director Ari Kuokkanen says.
Events have a significant impact on the regional economy and attractiveness of Helsinki
Events at the Olympic Stadium have a significant positive impact on the regional economy and attractiveness of Helsinki. More than 90% of event visitors from outside Helsinki said they came to the city specifically for the event.
Event visitors also use hotel and restaurant services outside the Olympic Stadium. Of all the event visitors, 29% used accommodation subject to a charge in Helsinki, and the same percentage was 38% for those from outside Helsinki. A third of those staying in accommodation subject to a charge stayed in the city for two nights or more.
Of the visitors who came to Helsinki from outside the city, 45–60% also used restaurant services outside the Olympic Stadium.
The total spending of event visitors in Helsinki is estimated at 57.9 million euros, confirming the role of the Olympic Stadium as a major driver of tourism and local business.
The City of Helsinki also sees the Olympic Stadium and major events as important contributors to vitality and attractiveness.
"It is important for Helsinki that we have a great venue for major events and sport that carries the legacy of the Olympics and whose results speak for themselves. Major events bring life and vibrancy to the city and potential customers to services outside the venue. In addition to the positive economic impact, the events will strengthen the vibrancy and attractiveness of Helsinki – both for visitors and for us as residents," says the City of Helsinki’s Head of Brand, Events & Marketing Sanna Forsström.
"Helsinki is a great city for events, offering all kinds of experiences. Visitors see Helsinki as a functional, safe and vibrant event city. The city's urban and open character have also been highlighted in our surveys on event visitors. Satisfaction with Helsinki and events in Helsinki is top-notch! We look forward to seeing what next year brings for the Olympic Stadium and other new and old arenas and venues. For example, the renovated Club Stadion event space has opened at the Olympic Stadium, where we will hold Helsinki's annual event seminar on 11 November", Forsström says.
Leading the way in environmental measures
In August, the Olympic Stadium hosted its first major Swan-labelled event, when the Katri Helenan viimeinen ilta concert paved the way for environmental responsibility in the events industry at large. Overall, the renewed Olympic Stadium provides event organisers with the opportunity to host sustainable events in the stadium facilities. The Olympic Stadium achieved carbon neutrality in terms of energy use as early as in 2024.
The event survey also looked at the movements of the public: around 50% of all respondents used public transport to get to the event venue.