Sponsorship and donations

08.10.2024

K Group's sponsorship principles are based on the Group's values. Sponsorship recipients are selected to support the execution of the Group's strategy.

Sponsorship

K Group focuses on sponsoring nationwide projects in Finland that are connected to the everyday lives of children and young people, promote the quality of living and sustainability, and bring joy to as many people as possible.

Liike on lääke project

Only one third of children and young people are sufficiently physically active*. To meet this challenge and get children and young people more active, we have launched a new project called Liike on lääke with the Football Association of Finland, the Finnish Basketball Association, the Finnish Tennis Association, ice hockey clubs and the band JVG.

The project is creating a novel approach to getting children and young people more active by encouraging all forms of physical activity. Physical activity can be much more than target-oriented sports at clubs or participating in competitive sports, it can also involve various games and other activities, playing and messing around. For more information in Finnish on the Liike on lääke project, visit: https://www.k-ryhma.fi/liikeonlaake

*Liitu survey 2022

**Through the Liike on lääke project, we are also involved in:**

Supporting competitive activities through the Football Association of Finland and the Finnish Basketball Federation.
Funding physical activity tours that are free of charge for participants, such as the Liike on Lääke tour and Pirkka Street Basket events, which are organised in cooperation with sports associations and local clubs. In 2024, we will organise more than one hundred physical activity events for children and young people. Football and basketball clubs can enquire about cooperation opportunities on behalf of their own club directly with their own sports associations.

Major sponsorship partners:

K Group and Volkswagen: Main sponsors of the Football Association of Finland
K-Auto Porsche: Main sponsor of the Finnish Tennis Association
Pirkka brand: Main sponsor of the Finnish Basketball Association
Intersport Finland Ltd: Main sponsor of the Finnish Ski Association
K-Auto.fi Cupra: Main sponsor of the Finnish Padel Federation

Cooperation with K-retailers

K-retailers independently support local events and sports clubs in a variety of ways. You can ask the K-retailers in your area directly about sponsorship for events in your area.

Donations

Kesko may award donations to non-profit organisations from donated funds granted by the General Meeting. The Board of Directors decides on the recipients of the donations. We are currently directing the donation funds decided by our Board of Directors primarily to low-income families with children and to young people’s hobby activities. We have supported the hobby aid granted by the Hope ry association and the activities of the Icehearts organisation.

Donations include:

Yrityskylä (Me & MyCity)

Yrityskylä is a learning module on the world of work, the economy, entrepreneurship and society for sixth graders in comprehensive schools. K Group has been working in cooperation with Yrityskylä since 2013.

The learning module that has received an award as the best educational innovation in the world operates throughout Finland, reaching almost 90 per cent of sixth graders in Finland. Yrityskylä is active in nine regions and more than 55,000 pupils participate in Yrityskylä every school year. K Group participates in five Yrityskylä locations: K-Supermarket stores in Espoo, Turku and Kuopio and K-Rauta stores in Oulu and Helsinki. During a school year, K Group reaches more than 30,000 sixth graders across Finland at these locations, offering positive experiences of the world of work, entrepreneurship and the retail sector as a career option.

Watch a video taken at the K-Rauta stand at Yrityskylä (Me & MyCity) Helsinki (in Finnish).

Good Christmas Spirit

Kesko participates in the Good Christmas Spirit collection organised annually by the Mannerheim League for Child Welfare and the Finnish Red Cross to help poor families with children in difficult circumstances in Finland. K-food store vouchers distributed to such families before Christmas add to their Christmas spirit. Further information about the Good Christmas Spirit collection.

Sponsorship applications

Through sponsorships and the donation of funds decided by the Board of Directors, the K Group primarily supports national projects related to the everyday life and physical activity of children and young people and supports low-income families with children. K Group is not actively seeking new sponsorship opportunities at the moment.

However, feel free to send an application to the K Group at sponsorointi@kesko.fi.