Bronze medal for Tre Kronor – how would you summarize this year’s Ice Hockey World Championship from the federation’s perspective?
I think if you ask the team, they would probably have preferred a more precious medal, but from an organizational perspective, we are very satisfied.
All of Sweden’s matches and all the playoff games were sold out, which we see as a great success.
We feel that we managed to build up excitement and buzz across the country so that everyone was talking about hockey.
The atmosphere was fantastic, both inside the arena and in the fan zone.
You’re working on a membership app called “Folkets Lag” (“The People’s Team”) – what’s the idea behind it and what benefits do members get?
That’s right!
For our members, we want to offer closer coverage of our national teams. They’ll receive early information as well as exclusive offers on products we believe hockey fans will appreciate. That might include early access to tickets or discounts on souvenirs.
The app is a great tool for us to communicate and gather our offers. It’s meant to function as a digitalized match program during the season.
Now that autumn is here and the hockey season is picking up – what are you most looking forward to this season? Are there any upcoming events that feel especially exciting to you right now?
Absolutely! We have another thrilling hockey season ahead. In addition to all the exciting league play, we also have our national team tournaments for juniors and for the women’s and men’s teams.
The standout events are perhaps the Lidl Hockey Games, the Beijer Hockey Games, and, of course, the Olympics in Milan – even if the Olympics aren’t being played in Sweden.
Next up is the TV-pucken, where the finals will be played in Kalmar. That will be followed by the Lidl Hockey Games and Tre Kronor’s match against the Czech Republic – all those games will take place in Ängelholm.
It’s the first time that both the women’s and men’s teams will be gathered under the same roof. It’s going to be an incredible hockey weekend in Skåne.
Thank you, Jesper, for taking the time to share your reflections with us. From all of us at Never Offside — have a great rest of 2025, and best of luck for an exiting future!