Unique partnership formed between Tampere’s Workers’ Theatre and Ilves hockey team in Finland

Tampere’s Workers’ Theatre (TTT) and the ice hockey team Ilves are among the city’s most recognized brands, and they have embarked on a unique collaboration that is rare in Finland. This partnership has already seen actress Miia Selin drop the puck at an Ilves game, while the theatre has gained visibility during Ilves’ home matches. In return, Ilves invites guests to view the performance of “Miss Marple and the Staring Gaze.”

TTT is also providing training for Ilves players, focusing on the mental preparation required for their performances. Janne Auvinen, the theatre’s new managing director, noted that both the hockey team and the theatre plan to brainstorm together on audience engagement and event organization. He emphasized the surprising similarities in their work, despite the obvious differences in content.

Auvinen aims to bring the same immersive experience of a hockey game to the theatre, recalling how he found himself shouting advice to players during a final match, despite not fully understanding the game. Although he does not envision an atmosphere where theatre audiences will shout with TTT scarves around their necks, he believes that the theatre could learn from Ilves about fostering long-term customer relationships and loyalty.

Both hockey teams and theatres face the common challenge of engaging younger Finnish audiences. Auvinen believes that actors also hold significance for audiences, who wish to connect with them beyond their roles. He pointed out that around three million people visit Finnish theatres annually, suggesting it is likely that many also attend hockey games. The collaboration between TTT and Ilves may pave the way for future partnerships with other sports teams in the region.