Swedish hockey fans love new news about the hockey WC in Stockholm

The last time Sweden hosted the Ice Hockey World Cup, the championship was described as a fiasco in both ticket sales and marketing.
Next year it’s time again. With cheaper tickets and more city involvement, they hope to be able to reach the broad masses.

When the hockey World Cup was organized on home ground last time, in 2012 and 2013 together with Finland, the cooperation between the World Cup organization and the city of Stockholm was described as lacking.

It was difficult to notice outside the Globen area that the WC was taking place in Stockholm. They want to change that before the next WC.
– We will have an official fan zone at the old Söderstadion. But of course we will try to activate the rest of the city as well. With the commitment we have seen so far, it feels like it will be a completely different situation in 2025 than during previous championships. No one in Stockholm should miss that there is a hockey World Cup going on, says Tony Wirehnsecretary general of the WC organization to TT during a press conference.

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New hockey World Cup

During the last championships, ticket sales were also on the cards. At the time it was described in the media as a “ticket fiasco”, the tickets were considered too expensive. This is also something that has been worked on a lot before 2025.
– We have of course learned lessons from previous championships. Much of the focus now has been to find a reasonable price level, to be able to bring in both the broad masses and to be able to create the necessary income through it. It is based on the fact that we sell well, not least at Sweden’s matches. But based on the releases we have had, we can state that there is incredible interest. Since everything runs out so quickly, it should be a verification that we are reasonably priced, says Tony Wirehn.

The globe is being rebuilt

In addition to the challenge of marketing and ticket prices, the Globe (Avicii arena), where the championship will be held, is undergoing extensive reconstruction. The arena is expected to be ready in January and the championship will be held in May.
– It is clear that all major remodeling projects always create a little nerve. But we cooperate very closely and have a good dialogue with the property owner. It is a tight schedule, but so far there is nothing to indicate that it won’t last, Wiréhn explains.

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There is also an ambition to make a large financial profit after the championship.
– We want to create a surplus that we can reinvest in Swedish hockey. But the most important thing is that it will be a good WC and a big public celebration that creates increased commitment to Swedish ice hockey, says Wiréhn.

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