Finnish cities trade playful hockey jabs in newspaper ads ahead of playoff clash

The rivalry between Lappeenranta and Kouvola has spilled into local media, with Lappeenranta purchasing a front-page ad in Kouvolan Sanomat to tease its neighbour over hockey arena facilities ahead of their teams’ playoff series, reports Finnish broadcaster Yle. Kouvola has promised a swift response with its own ad campaign.

Lappeenranta’s advertisement, published Thursday, highlights the city’s larger outdoor viewing screen for playoff games—28 square metres compared to Kouvola’s 16—and boasts free parking, a recurring point of contention between the cities. The jab follows Kouvola’s long-awaited approval of its own viewing area, confirmed only this week, while Lappeenranta’s has been operational since the quarter-finals.

Charissa McCarron, Kouvola’s communications director, said the city would retaliate with a counter-ad in Lappeenranta on Friday, ahead of the first playoff game between SaiPa (Lappeenranta) and KooKoo (Kouvola). “If we’re measuring success, some do it in inches, others in goals,” McCarron quipped, adding that Kouvola’s indoor arena—with a 5,200 capacity—still outpaces Lappeenranta’s 4,820-seat venue.

The playful exchange began after the playoff matchup was set, according to Siiri Viinikainen, a marketing specialist in Lappeenranta. “We wanted to keep it lighthearted, a bit of sibling rivalry with our neighbour,” she said. The city previously employed similar humour in ads during a series against Pori, featuring a local hockey legend emerging from an Easter egg with a taunt for opposing fans.

Both cities have leaned into hockey-themed marketing this spring. Kouvola’s delayed viewing area, stalled by permitting and planning, became a target after Lappeenranta’s was ready earlier in the playoffs. Parking fees—long a grievance in both municipalities—also surfaced in the banter.

The first game of the best-of-seven series takes place Friday in Kouvola, where McCarron hinted the home team’s response would be visible “if you’re in Lappeenranta tomorrow.”