Red Bull becomes Tampere Deck Arena partner

Red Bull becomes Tampere Deck Arena partner

 

Red Bull is the official energy drink partner of Tampere Deck Arena. The cooperation agreement covers not only the sale of energy drinks but also collaboration in marketing activities.

Under the agreement, Red Bull drinks will be sold at all of the arena’s outlets, and the agreement will cover all events held at the arena. The arena’s utilisation rate will be high right from its opening, as the two Tampere hockey teams, Ilves and Tappara, will play their home games there from the 2021-2022 season. The arena will also be the main venue for the 2022 Ice Hockey World Championships.

“The agreement with Tampere Deck Arena is important to us. Our investment in local ice hockey kicked off last year with the Red Bull Läpimurto concept, and with this arena collaboration we will be more involved in the actual game events”, says Red Bull’s Country Manager, Petteri Parta.

Tampere Deck Arena will also be a venue for a wide range of international cultural and musical events and experiences with a variety of artists.

“In addition to sports, we will also support local culture together with some of the biggest festivals and artists in Finland. Tampere Deck Arena’s capacity of 15,000 guests will be a great setting where we can take event experiences to the next level,” Parta continues.

“We are very happy and proud to have partnered with Red Bull. Red Bull will be a great boost to the arena’s partner network in terms of marketing, event and adventure activities, both in Finland and internationally,” says Mika Sulin of Starsquad Oy, which is responsible for partnerships at Tampere Deck Arena.

 

 

Red Bull

Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed not only the energy drink itself but also Red Bull’s unique marketing concept. Red Bull energy drink was launched in its home market in Austria on 1 April 1987. It was not just the launch of a brand new product but also the launch of a whole new product category. Red Bull is now available in more than 171 countries, and about 75 billion cans of Red Bull have been consumed to date.

 

Photo: Jacobo Medrano, Red Bull Content Pool


The Tampere Deck Arena’s foundation stone laid at the heart of the site

The Tampere Deck Arena’s foundation stone laid at the heart of the site

The construction of the Tampere Deck has entered a new phase. The construction of the arena has begun in the heart of the area that combines leisure activities, experiences, services and living in a unique way. The laying of the foundation stone of the arena was celebrated today, 5 September, and soon the first visible structures will begin to rise on the deck.

The foundation stone of the Tampere Deck Arena was laid in a ceremony at the heart of the sitein what was the first event held on the site. The event was attended by Mayor of Tampere, Lauri Lyly, SRV's Chairman of the Board, Ilpo Kokkila, and Marko Hurme, who will start as the Arena's Managing Director in November, together with all partners to the projects, invited by the Arena company, SRV and the city of Tampere.

“The laying of the foundation stone is the starting point for the next phase of the project. The deck itself has been under construction for almost two years, and we can now start building on top of it. Tampere's new silhouette will soon begin to take shape as the arena and tower block structures rise in the heart of the city. The project has progressed according to plan, although the site is exceptional both in terms of its location and scale,” says SRV's Project Director Henrik Eklund.

At the ceremony held today in the depths of the arena, a metal cylinder with the arena's charter, today's newspapers and valid Finnish coins was cast in the foundation stone as is the tradition. The event featured a number of leading artists, and the Finnish Ice Hockey World Championships Cup, won last spring, was also on display. Once completed, the Tampere Deck Arena will be the largest events arena in Finland and the first experience centre in Europe to be located in a city centre.

Business operations at the Arena to be launched this autumn

The new arena, which will rise onto Tampere Deck, is expected to significantly improve the appeal of the entire Pirkanmaa region, and the effects will be reflected throughout Finland. The estimated more than one million annual visitors to the Arena are predicted to generate up to 28 million euros of added value for Tampere every year. This corresponds to approximately 610 jobs.

“This is not just a project for Tampere and Pirkanmaa residents. The deck will house a first-rate arena, which, when completed, will be the most modern one in Finland, and an excellent addition to the events venues in the country. The arena combines urban development, a new area of city blocks and a multi-purpose arena to form an area never seen in Finland before. Even now, about 40 percent of the customers of experience activities in Tampere come from outside Pirkanmaa. Tampere Deck and the Arena will take us into a new era of experiences,” says Lauri Lyly, Mayor of Tampere.

A considerable number of the business premises and boxes have already been reserved, and it was confirmed in the spring that the arena will be the main venue for the 2022 Ice Hockey World Championships. The business management company in charge of the arena's business will launch its operations later this year.

Leading Finnish companies will be in charge of sports and entertainment events and congresses at the Arena. Lapland Hotels will run the hotel operations, and NoHo Partners and Hartwall are among the companies that will manage the restaurants and catering services. The flagship of the entertainment activities will be Veikkaus's casino. Tappara and Ilves will also play their home games at the Arena; these games will be an important part of the events calendar. Lippupiste will manage ticket sales for all events.

Photo: Laura Vanzo / Visit Tampere


Marko Hurme appointed Managing Director for Tampere Deck Arena

Marko Hurme appointed Managing Director for Tampere Deck Arena

Marko Hurme has been appointed to run the operations of Tampere Deck arena under construction in the heart of Tampere. Hurme, who has extensive experience in the international restaurant, hotel and casino sectors, joins the arena from Veikkaus, where he has been responsible for areas such as key business functions and concept and business development. Hurme will take up the post of Managing Director of Tampere Deck Arena at the beginning of November, and he will be based in Tampere.

The vacancy for Managing Director of Tampere Deck Arena was opened in spring and attracted a lot of interest. The aim was to find a leader for the next-generation experience arena who could create perfect conditions for profitable business in Finland and across the borders. Both the number of applicants and their level of competence were very high.

“The head of the arena must have a vision and an understanding of the future operating environment, while being able to make things happen in collaboration with large network of partners. Marko Hurme’s experience and background provide an excellent starting point for succeeding in this unique job. We believe that Marko will be able to take full advantage of the enormous potential of the arena both in Finland and internationally,” says Markku Mäkiaho, Chairman of the Board of KOY Tampereen Monitoimiareena.

Marko Hurme, who has worked on Veikkaus’s management team since 2011, has been in charge of the company’s casino business for a long time. Since last spring, he has been responsible for developing Veikkaus’s concepts and business. Marko Hurme is an international professional with an extensive network, and he is also a sought-after lecturer who also acts as the Finnish representative on the board of the European Casino Association. In addition, Hurme has extensive experience in the restaurant and hospitality sector, including the role of General Manager at Palace Kämp Group.

Hurme, who will take up the post of Managing Director of the arena at the beginning of November, is excited about the new job.

“This is the front-row seat in the experience business of the future, and it’s great to be able to create completely new opportunities for consumers and the industry. There is demand for a versatile arena in our modern world; a world in which people are choosing experiences and services over possessions. Even in the digital age, people want to meet each other and experience things together,” says Marko Hurme.

The arena’s foundation stone will be laid next week

The Tampere Deck Arena will be the first downtown arena in Europe. Its foundation stone will be laid on Thursday, 5 September 2019, and the business management company will launch its operations later this year.

Leading Finnish companies will be in charge of sports and entertainment events and congresses at Tampere Deck Arena. Lapland Hotels will run the hotel operations, and NoHo Partners and Hartwall are among the companies that will manage restaurants and catering services. The flagship of the entertainment activities will be Veikkaus’s casino. Tappara and Ilves will also play their home games at the Arena; these games will be an important part of the events calendar. Lippupiste will manage ticket sales for all events. A considerable number of the business premises and boxes have already been reserved.

 


Ilves: Being part of a story of the future

Being part of a story of the future

Ice hockey, like many other sports, is going through a period of big changes. People expect to be offered a

“As an Arena partner, we can be part of a great story of the future.” Risto Jalo, Ilves

variety of experiences at sporting events, not just what happens on the rink, the track or the pitch. Additional services for audiences, as well as customer facilities and participation through social media platforms are becoming increasingly important parts of the experience.

The Hakametsä arena has served Ilves really well since 1965, but the time has now come to upgrade our facilities and activities. Tampere Deck Arena will be our new home arena; a suitable and modern environment where everyone – players and audiences alike – can enjoy a game of ice hockey. Ice is much the same everywhere, and ice hockey league games are played on a standard size rink according to the familiar rules, but we're really excited about all the other aspects.

The new arena will really help to expand the international presence of the sport, potentially drawing new top players to play in Finland in addition to hosting world-class tournaments. The rink will be adjustable so that ice hockey can also be played on the NHL-style smaller rink. Most importantly, the arena will offer opportunities to our players of the future. I believe that this project will encourage many junior ice hockey players to reach for their dream of playing in the top teams and in major arenas.

As a Tampere taxpayer, I think that the arena is a brilliant investment in a prime location. The arena will create new business in the entire area, and now is the time to join in. As someone who loves entertainment and culture, I'm also delighted that interesting, world-class events will be on offer within a reasonable distance from my home.

As an Arena partner, we can be part of a great story of the future. I'm sure that one chapter of this story will feature Ilves playing in the final and winning the championship in our home arena.

Risto Jalo, Managing Director, Ilves-Hockey Oy

Tampereen Ilves is a sports club founded in 1931; it is especially known for its ice hockey activities. Ilves plays in the SM-liiga (the Finnish Elite League). Ilves has won the Finnish ice hockey championship a total of 16 times. Read more