A Finnish academic milestone is on the horizon as Aalto University School of Business welcomes its first-ever professorship dedicated to the event industry, thanks to a generous €3.1 million donation from the Finnish Fair Foundation.
Housed in the Department of Marketing, the new full-time Professor of Experience and Event Business position is fully funded by the Foundation, marking a pivotal investment in the growth and advancement of Finland’s event sector.
Recognized as a rapidly expanding global field, the event industry plays a vital role in Finnish commerce—catalyzing innovation, investments, and sustained economic progress. “Events are engines of business and innovation, central to Finland’s future,” explained Hannu Syrjänen, Chair of the Foundation’s Board. “This professorship is a strategic continuation of our commitment to developing and showcasing Finnish expertise within the event industry.”
With an estimated annual worth of €2.4 billion—rivaling major manufacturing sectors—the event industry supports around 20,000 permanent jobs and up to 175,000 seasonal positions.
The professorship is set to foster top-tier research and education, underpinning doctoral and master’s level studies for at least the next two decades. Timo Korkeamäki, Dean of Aalto University School of Business, expressed gratitude for the Foundation’s support, noting, “This substantial contribution elevates the event industry into academic prominence and enhances Aalto University’s leadership in business education.”
The university will soon launch an international search for a distinguished scholar to fill the role, seeking to inject new expertise and build knowledge networks across the industry, government, and media. Recruitment begins immediately.
