If the IIHF World Championships haven’t received enough negative press due to the high ticket prices and the near empty arenas, further devastation for the games came as the headline sponsor Skoda is considering its investment with the games.
Skoda has been the headline sponsor of the World Championships for twenty years and has become synonymous with the games. Year on year Skoda has displayed its latest models at the games and was most recently one of the parties that brought the World Championships games on to YouTube. Finnish tabloid Ilta-Lehti has quoted Skoda’s Swedish PR chief Mikael Sandberg who said that “the spectator numbers have been below expectations and as the headline sponsor we need to react. What exactly will happen, I don’t know.”
According to Swedish Dagens Media news portal, Skoda is blaming the organisers of the games for the high ticket prices, which have been sited for the low attendance at the games. However, Skoda has apparently been pleased over the decision to lower the ticket prices.
(Edit) According to the Finnish representative for Skoda, Helkama Auto, Skoda has an agreement with the IIHF until 2017. Though the Finnish and Swedish offices don’t really have a say in whether or not Skoda will review its sponsorship strategy, but it wouldn’t surprise me if the company decided to review its investment after the current world championships. Where it is likely that Skoda will be on board until 2017, it might look at 2012 as a turning point of the agreement, specially as the 2013 IIHF world championships will be hosted by Sweden and Finland again.
The second headline sponsor of the IIHF World Championships, Kyocera, is more careful about its assessment and critique as Bo Gustavson, director of marketing for the Nordics said “Obviously we want there to be as many spectators as possible. Unfortunately, we can’t control the ticket prices for the games.”
Losing the main sponsor would be a heavy blow to the World Championships as I for one have become to associate Skoda with hockey and the World Championships. IF the worst case scenario takes place, it will be a tough job finding a new headline sponsor in the current climate. Though having said that, even DHL forked out a dumb amount of money to have its logo appear on the Manchester United training kit, so I guess if the World Championships brand appeals to a company anything is possible. I have to get a snipe in here and say that with these ticket prices, it would be fitting if the headline sponsor was a luxury goods company.
Since Finland announced new ticket gategories (Fan package and Family Package) to the Finland vs France game and Finland vs Kazakhstan game, the ticket sales has picked up. Infact the organisers reported that the game against France has been sold out and that there were only a few tickets remaining for the Kazakhstan game (reported yesterday).
However, in Globen, the game between Czech Republic and Norway saw only 800 spectators fill the seats. Norway’s Mads Hansen said “It was boring. I’ve played in several World Championship games, but this felt like an exhibition game somewhere in the Italian alps. Sweden is a hockey country and I would’ve expected more than this.”
It will be interesting to see how the arenas fill up with the reduced prices. 800 spectators at an international tournament is a bit of a travesty. I’ve seen more spectators than that in some bush league games.