The Rally World Championship is set to take place in Umeå, Sweden, for the fifth time, attracting millions of viewers worldwide, including notable attendees like Prince Carl Philip. However, the festive atmosphere is clouded by serious issues faced by local reindeer herders from the Rans Sámi community, who have been subjected to harassment and threats in the wake of their protests against the rally. One herder expressed feelings of devaluation as an individual due to the aggressive backlash they have encountered.

Last year, tensions escalated when three reindeer from the Rans Sámi community were found dead with their throats slashed shortly after the community voiced their opposition to the rally. This incident served as a stark warning of the hostility faced by indigenous people who speak out against dominant cultural and social events. The situation has worsened with the herders receiving hateful messages, including derogatory comments that suggest their stance against the rally is as heinous as school shootings. Such extreme rhetoric underscores the perilous environment they are navigating.

The herders, fearing for their safety and wellbeing, are reluctant to publicly share their identities, which highlights the chilling effect of the online threats they have received. They express concern for the impact this hostility will have on their families, particularly their children. The ongoing conflict between cultural preservation and popular entertainment raises critical questions about respect and recognition for indigenous rights in the context of widely celebrated events, underscoring the need for dialogue and respect for the Sámi community's traditions and concerns as the rally approaches.