Ice hockey | Jokerit was worried about the bottom of the ticket sales: “The most important thing is honesty and openness”

Helsinki Jokerit published an extraordinary announcement on Monday evening.

In the press release, the chairman of the Jokers Mikko Saarni calculate the exact amounts that the club has to collect from each home match in Mestis.

“We have budgeted for the current season that we will sell an average of 2,700 individual tickets per match, with the average ticket price being 16 euros. This, together with the sold season tickets, will take us to our audience target, which is approximately 3,900 spectators per match,” commented Saarni in the press release.

At the same time, Saarni stressed that achieving ticket sales goals is crucial for the club’s financial success.

The motive and timing of the release have attracted attention.

Why was the announcement published?

“Everything affects everything, but mainly the idea here was that we want to be proactive and open in these matters as well. We tell the good and bad things as they are. The most important thing is honesty and openness”, Saarni answers.

Ash has already stated earlier that Jokerit will go to Mestis this season with a cash budget. Tickets must be sold carefully. Otherwise, it’s pointless to dream about moving up the league.

Jokeri’s goal is to sell 2,700 individual tickets for each home match, so that the club reaches the total goal of 42,477 euros per match.

The Jokerit will play all their home games at the Helsinki Ice Hall this season. The legendary sanctuary has an audience capacity of 8,200.

In the early season, the Jokeri’s three home matches have an average audience of 5,076 spectators.

Despite the bright start, the audience prospects are worrying in the wildcard camp.

“The views of the public in the whole sport are quite worrying. This is not only a challenge for Jokers, but a challenge for the entire sport. It’s important that fans have a chance to influence. The most important thing is honesty. Things have to be told as they are,” says Saarni.

Jokers is currently living the life of a working-class tenant.

Helsinki hall, the home sanctuary of the KHL years, gapes at its emptiness. After Russia attacked Ukraine in February 2022, the EU placed the Russian owners of the hall under sanctions.

Jokerit trains at the Myllypuro ice rink and plays its home matches at the Helsinki ice rink. Playing in the Nordenskiöldinkatu hall is not a cheap endeavor, as the total costs of the match event are 20,000 euros.

Collecting additional income in match events is problematic from the Jokers’ point of view.

The restaurant operation of the Helsinki Ice Hall is run by Red Events Oy, which is currently owned by HIFK. Oy HIFK-Hockey Ab bought the event agency Red Events in March 2023.

Consequently, the restaurant revenues from the Jokers’ match events this season also fall into HIFK’s coffers.

According to Saarni, discussions have taken place to change the situation.

“We now have a negotiation connection open with Red Events. I hope we can reach an agreement on that.”

“It is a lifeline for the Finnish club that the revenue from the restaurant operations can also be obtained from its own match events. We are one of the few Finnish hockey clubs where this is not the case,” says Saarni.

According to Saarni, the coexistence between the Jokers and HIFK under the same roof has gone without problems as a whole.

“We have nothing to complain about. It must be remembered that a strong Jokerit is also a positive thing for HIFK. We hope that we can come to an agreement regarding restaurant operations as well.”