Erkki Launiainen - the president of Sofor Oy, one of the event's sponsors - says orienteering is the number one sport for the Sofor team. It's therefore only natural for the company to support the Virkiä-Jukola event. The company has even invited some of their partners to join them in following the competition. Sports in general is important for the Sofor team: Laatikainen reveals that he tends to start his days by checking the company's internal sports database and his own success within it.