Celebrate 90 years of Rapala with us. Pick one lure from any of our 90-Year Anniversary Kits, head out to your favourite water, and catch the moment, literally. Share your catch photo on Instagram with the hashtag #Rapala90years for your chance to win. 

The prizes: 

Grand prize: €2,000 gift card to Rapala.eu 

Monthly winners: Three €100 Rapala.eu gift cards awarded every month of the competition 

How to enter? 

1. Fish with one lure from any Rapala 90-Year Anniversary Kit 
2. Take a photo of your catch featuring the lure 
3. Post it on Instagram with #Rapala90years 
4. Make sure your Instagram profile is set to public so we can see your entry 

Competition period: 1st May – 30th September 2026 

Terms and Conditions 

1. Organiser Rapala VMC Oyj, Tehtaantie 2, 17200 Vääksy, Finland. This competition is organised as part of a commercial marketing campaign to promote the Rapala 90-Year Anniversary Kit. 

2. Eligibility Open to residents of the following countries aged 18 or over: Finland, Sweden, Norway, Denmark, Germany, Austria, Switzerland, the Netherlands, Belgium, France, Spain, Portugal, Italy, Poland, Czech Republic, Slovakia, Hungary, Romania, Bulgaria, Croatia, Slovenia, Estonia, Latvia, and Lithuania. Participants aged 15–17 may enter with the prior written consent of a parent or legal guardian; such consent must be submitted by email to rapalaeurope@rapalavmc.com before the entry is posted. This competition is not open to persons under the age of 15. Employees of Rapala VMC, its subsidiaries, distributors, and their immediate family members are not eligible. Multiple entries per person are allowed; each photo counts as a separate entry. 

3. How to enter Entries must be submitted by posting a photograph on Instagram showing a fish caught by the participant together with the lure used to catch it, which must be a lure from a Rapala 90-Year Anniversary Kit, using the hashtag #Rapala90years. The entrant's Instagram profile must be set to public for the entire competition period so that the entry is visible to Rapala. Entries posted from private accounts cannot be considered. 

4. Entry requirements The photograph must: 

• Show a fish caught by the participant 
• Clearly feature at least one lure from a Rapala 90-Year Anniversary Kit, ideally visible in or alongside the catch 
• Be the original work of the participant 
• Not contain third-party copyrighted material, recognisable individuals (other than the participant) without their consent, or offensive, unlawful, or inappropriate content 
• Reflect responsible angling practices and comply with local fishing regulations, licences, and catch limits in the location where the photo was taken 
• Grant license to use the photograph for the purposes of the competition.

5. Judging This is a skill-based competition. Winners are selected by a panel of judges appointed by Rapala VMC based on merit, not by random draw. Entries are evaluated on the following criteria, listed in order of importance: (i) composition and technical quality of the photograph; (ii) creativity and originality; and (iii) how effectively the catch, the lure, and the 90th anniversary theme are featured. The monthly judging panel will complete its evaluation and select monthly winners within 7 days after the end of each calendar month. The grand prize judging will be completed within 7 days after the competition closes on 30th September 2026. The judges' decision is final and no correspondence will be entered into regarding the results. 

6. Prizes 

• Grand prize: one €2,000 gift card to Rapala.eu, awarded at the end of the competition period to the overall best entry selected from all qualifying entries posted between 1st May and 30th September 2026 
• Monthly prizes: three €100 Rapala.eu gift cards awarded each month of the competition, selected from qualifying entries posted during that calendar month (May, June, July, August, and September 2026) 

A participant may win one monthly prize during the competition. Monthly winners remain eligible for the grand prize. Gift cards are issued as credit at www.rapala.eu and are subject to the standard Rapala.eu terms. Prizes are non-transferable and cannot be exchanged for cash. Rapala reserves the right to substitute a prize of equal or greater value if necessary. Winners are responsible for any taxes payable on prizes in their country of residence. 

7. Notification and announcement Monthly winners will be contacted via Instagram direct message within 14 days after the end of each calendar month and announced on Rapala's official Instagram channel. The grand prize winner will be contacted within 14 days after the competition closes and announced on Rapala's official Instagram channel (@rapalaeurope) by 14th of October. If a winner cannot be reached within 14 days of the first notification, Rapala reserves the right to select an alternative winner. If the alternative winner also cannot be reached within a further 14 days of the first notification attempt, the relevant prize will not be awarded for that month. 

8. Rights and License to photographs By using the hashtag #Rapala90years, the participant grants Rapala VMC a worldwide, royalty-free, non-exclusive licence to repost, reproduce, and feature the submitted photograph on Rapala's owned channels, including Instagram, other social media, and the Rapala website, with credit to the participant's Instagram handle. The participant retains ownership of the copyright in their photograph. 

The participant warrants that the photograph is their own original work and that they have obtained any necessary consents from people appearing in the image. 

9. Disqualification Rapala reserves the right to disqualify any entry that breaches these terms, including entries that do not show a genuine catch made with a Rapala 90-Year Anniversary Kit lure. 

10. Liability Rapala is not liable for entries that are not visible due to private account settings, technical issues, or Instagram platform errors. To the extent permitted by law, Rapala's liability in connection with this competition is limited to the value of the prize. 

11. Platform disclaimer This competition is in no way sponsored, endorsed, administered by, or associated with Instagram or Meta Platforms, Inc. 

12. Changes and cancellation Rapala reserves the right to amend these terms or cancel the competition for reasons beyond its reasonable control. Notice of any such amendment or cancellation will be published on Rapala's Instagram channel (@rapalaeurope) and on the competition page at www.rapala.fi. 

13. Applicable law These terms are governed by Finnish law. Disputes will be resolved by the competent Finnish courts, without prejudice to consumers' rights under mandatory local law in their country of residence. 

Consumers may also refer disputes to the Finnish Consumer Disputes Board (Kuluttajariitalautakunta), www.kuluttajariitalautakunta.fi. Consumers in other EU member states may also use the European Commission's Online Dispute Resolution platform at https://ec.europa.eu/consumers/odr. 

14. Data Protection The organiser of this competition is Rapala VMC Oyj, Tehtaantie 2, 17200 Vääksy, Finland (the “Controller”). In connection with this competition, Rapala VMC will process the participants personal data in accordance with the General Data Protection Regulation and other applicable data protection law. Your data will not be shared with third parties other than as necessary for prize fulfilment and will be retained for the duration of the competition and for a period of three years thereafter solely in connection with the photo licence granted under clause 5. For further information on how Rapala VMC processes personal data, including your rights as a data subject, please refer to Rapala's Privacy Policy. For data protection enquiries, please contact privacy@rapalavmc.com.