What do COVID, Russian neighbors and the popularity of WRC’s All Live service have in common? They’re all reasons why spectator numbers were down at last week’s Rally Estonia.
The Tartu-based event has always been one of Europe’s most popular rallies, but like all festivals and events, it experienced the hangover of the global pandemic.
Having run under COVID-19 restrictions for the last two years, Urmo Aava and his team were allowed to open the event up to fans for the first time last week. While the ceremonial start and finish were busier than ever, with thousands packing into Tartu’s main square, some of the stages weren’t as busy as they might have been.
Event director Aava explained the reasoning behind the slight dip in popularity.
“We made a questionnaire with a lot of people about the rally and we got around 60% of people telling us they would watch the event digitally,” said Aava. “Obviously, the All Live service is very, very good and this has hit numbers.
“Another reason is a number of events which have been held over for the last couple of years. Some event organizers have not given money back, meaning people are forced to go to these things or they are losing their money.
“We also saw some of our big groups being canceled quite late because of what’s going on with our neighbors. This is a little bit the same in other places around this part of the world; I know Finland is experiencing this a little bit as well. People are a little bit afraid to travel because of Russia. I understand this.
“I’m not panicking about any of this. It’s a sort of a hybrid problem and we are really confident people will go back to their old ways of watching rallies and traveling. We are making our research into the numbers now and we will know more in one week and a half.”
Last week’s third-ever Estonian WRC round was the second year of a two-year agreement between the country and WRC Promoter. There’s enthusiasm on both sides to see the contract extended.
“Of course we want to be back,” said Aava. “We have a strong product and the teams, everybody really likes this event. Now we have to look at the numbers and talk with the government to see what is possible for the next years. I believe Estonia has a long-term future in the championship.”
While COVID had caused significant misery and disruption, Aava pointed out that the global pandemic had opened a window of opportunity for countries chasing WRC inclusion.
“Definitely the Coronavirus broke the ice in terms of the calendar,” he said. “Two years ago, the WRC Promoter trusted us to be the first event back after the lockdown and we delivered despite the restrictions. We have seen other countries, like Belgium and Croatia coming in as well.
“Before it was this kind of club, but it’s changed a little bit now. It’s opened doors and we’re very grateful for that.
“At the same time, I think it has motivated some of the old players as well – we see the older, more established events making changes.”
