Valio Strengthens Commitment to Physical Activity Through Partnership with Athlete Saga Vanninen

Valio Strengthens Commitment to Physical Activity Through Partnership with Athlete Saga Vanninen

(IN BRIEF) Valio has announced a new partnership with Finnish multi-event athlete Saga Vanninen, with the collaboration spanning marketing, events, social media and communications, as well as the Valio Academy® programme focused on children’s and young people’s well-being. Vanninen, a rising star in athletics with multiple senior and junior titles, is preparing for upcoming major championships and has her sights set on the 2028 Olympic Games. The partnership reflects a natural connection, as Valio products have long been part of her daily routine and training life. Beyond elite sport, the collaboration places strong emphasis on encouraging joy, exploration and long-term engagement in physical activity among children and young people.

(PRESS RELEASE) HELSINKI, 14-Jan-2026 — /EuropaWire/ — Valio has entered into a new partnership with Finnish multi-event athlete Saga Vanninen, marking the beginning of a collaboration that will be featured across the company’s marketing campaigns, events, social media presence and broader communications. As part of the agreement, Vanninen will also take on a sponsorship role within the Valio Academy® (Valio Akatemia®) programme, which focuses on promoting physical activity, well-being and healthy lifestyles among children and young people.

Saga Vanninen is regarded as one of Finland’s most promising talents in athletics, with an impressive record that includes two senior and five junior gold medals in combined events. She is currently preparing for several major international competitions, including the World Athletics Indoor Championships scheduled for mid-March and the European Championships taking place later in the summer. Looking further ahead, her long-term ambition is to compete at the Los Angeles 2028 Olympic Games. A defining highlight of her career to date came in 2025, when she secured gold at the European Indoor Championships, marking her first major victory at senior level.

Valio’s products have been a consistent part of Vanninen’s everyday life since childhood, forming a natural foundation for the partnership. During the 2025 season, her regular choices included Valio soft quark, Valio Hyvä suomalainen Arki® cottage cheese and Oddlygood® Barista oat drink Delight. These everyday staples accompany her to training sessions and serve as convenient snacks. Valio PROfeel® protein drinks and quarks, particularly the mint chocolate flavour, also play an important role in her routine, while Valio Keisarinna® cheese remains a favourite within her family.

These familiar products are not limited to home use but also travel with Vanninen during training camps and competitions abroad. A significant portion of her training takes place in Estonia, where her coach is based. As Valio is a well-established brand in the Estonian market, many local Valio products are already familiar to her. Among them is Valio Gefilus kefir kama, a kefir enriched with grain- and pea-based kama flour, a traditional Estonian ingredient comparable to Finnish talkkuna.

Despite the structured nature of elite-level training and long-term performance targets, enjoyment remains a central element of Vanninen’s approach to sport. Clear objectives and a motivating training environment help her stay focused, even on demanding days. She primarily trains within a small group, where teamwork, mutual support and light-hearted competition contribute to a positive atmosphere.

Vanninen emphasises the importance of finding joy in physical activity, encouraging young people to focus not only on results but also on the experience itself. Having explored several sports during her childhood, including football, she only made her final commitment to athletics at the age of 14. Her message to children and young athletes is to experiment with different activities, discover what feels inspiring, and remember that enjoyment is just as important as ambition.

The partnership with Valio holds particular significance for Vanninen due to shared values. She highlights the importance of supporting physical activity among children and young people and sees the collaboration as an opportunity to act as a positive role model. Engaging directly with young audiences, including meeting them at competitions and events, is a meaningful aspect of her role within the partnership.

Media Contact:

Tel: +358 10 381 2118
email: mediadesk@valio.fi

SOURCE: Valio