A sold-out Ice Hockey World Championship

With responsibility for communication and marketing, People People People took on the role as an integrated part of the World Championship organization for the 2025 IIHF Ice Hockey World Championship in Sweden & Denmark, with a focus on ticket-driving marketing. The result: 297,000 tickets sold and a sold-out championship in record time.

01

Vision

We wanted the 2025 IIHF Ice Hockey World Championship in Sweden & Denmark to be something more than just what happens on the ice. When people come together behind the same dream with a shared focus, something magical happens. Our heartbeats begin to synchronize to the same rhythm. And that’s what it’s all about: Feel the pulse! Feel the pulse of the sport and throughout the entire city.

02

Solution

With the insight that many ticket buyers for an Ice Hockey World Championship traditionally purchase tickets close to the start of the championship (the 2024 IIHF Ice Hockey World Championship reported that 20% of sales occurred during the championship), we needed to adapt our strategy accordingly.

In 2023, we focused on strategy, planning, and alignment. From 2024, we moved into production with an executive team that delivered everything from graphic materials to PR, content, and activations. We worked closely with the client through daily check-ins and took full responsibility all the way up to the puck drop.

03

Results

  • 297,000 tickets sold (surpassing the goal of 250,000)
  • Early sales, higher than previous championships
  • Strong media presence through proactive PR
  • Total reach of the PR efforts is 83,028,596
  • Total PR value is estimated at 25,892,523 SEK
  • Paid advertising generated approximately 31.4 million impressions
“Their creative excellence and understanding of design and form have repeatedly elevated our campaigns to fantastic levels. Their attentiveness and level of service have made us feel like their most important client – every single day. They are a strategic asset and a creative force that has truly made a difference for our business.”
– Calle Stjerna, CMO 2025 IIHF Ishockey-VM
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