Mikkelin Jukurit

What Mikkelin Jukurit does

Mikkelin Jukurit is a professional ice hockey club based in Mikkeli, Finland, competing in the Liiga — Finland's top-tier professional hockey league. The club was founded in 2015 and is entering its eleventh Liiga season in 2026-2027, operating through the corporate entity Jukurit HC Oy, a privately held Finnish corporation. Jukurit plays its home matches at Let's Go Areena and operates a comprehensive ecosystem spanning professional play, youth development through the affiliated Juni-Jukurit Ry and Heimon Junior Club, and multi-tiered fan engagement programs including SarvisClub (season ticket loyalty) and Blue Diamonds (supporter group).

The club's product portfolio centers on live sports entertainment, monetized through four primary revenue streams: season ticket and individual match ticket sales (€239–€799 for seated season passes, €13 single-game fan tickets), merchandise sales through both an e-commerce storefront (kauppa.jukurit.fi) and a physical Jukurit Shop in Kauppakeskus Stella shopping center, corporate sponsorship via three named "pääyhteistyökumppani" main partners (Osuuskauppa Suur-Savo, Hartwall with Gatorade, Veljekset Hokkanen) supplemented by the Viking Network business partner ecosystem, and VIP/hospitality services including private boxes (Aitiot), cabinets (Kabinetit), and Business VIP packages. Distribution is handled through the WiseEvent-powered e-commerce platform with payment processing via Svea Payments, supporting installment options and voucher acceptance (Edenred, Tyky, Smartum, E-passi).

The underlying technology is conventional sports entertainment operations: ice hockey match delivery at a fixed venue, integrated ticketing and merchandise e-commerce, a Jukurit mobile application for digital season pass management, and standard social media channels (Twitter/X, YouTube, Facebook, Instagram). On-ice performance has been modest — the club finished 15th of 16 teams in the 2024-2025 Liiga regular season — and in June 2026 the shareholders approved a directed share issue explicitly to "strengthen the company's financial position and ensure operational continuity in the long term," indicating balance-sheet pressure rather than expansionary capital deployment.

Name

Mikkelin Jukurit

Legal name

Jukurit HC Oy

Website

https://jukurit.fi

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Mikkelin Jukurit is a privately held Finnish professional ice hockey club based in Mikkeli, competing in Liiga, monetizing home games through season tickets, merchandise, corporate sponsorship, and VIP hospitality at Let's Go Areena.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports Licensing, Merchandising & Retail Programs Management (MPAKAKAH)

akta.pro secondary industries

Individual-Sport Clubs & Teams (Cycling Teams, Athletics/Track Clubs, Swimming Clubs, etc.) (MPAKABAD), Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE)

Keywords

• Professional ice hockey
• Season ticket packages
• VIP hospitality services
• Sports merchandise retail
• Corporate sponsorship

Headquarters

HQ city

Mikkeli

HQ country

Finland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D, Infrastructure

Revenue model

1. Ticket and Season Ticket Sales: Revenue from individual game tickets and season tickets (kausikortit) across multiple seating categories, including standing room, wheelchair-accessible, and youth passes.
2. Merchandise and Fan Products: Sales of official fan merchandise including jerseys, fan apparel, accessories, and limited-edition items through the online shop and physical Jukurit Shop location.
3. Corporate Sponsorship: Partnership agreements with main sponsors including Osuuskauppa Suur-Savo, Hartwall, and Veljekset Hokkanen, along with other commercial partners in the Viking Network (Viikinkiverkosto).
4. VIP and Hospitality Services: Revenue from luxury boxes (aitiot), private cabinets (kabinetit), VIP lounges, business seating, and catering services including the Heimobuffet dining package.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Jukurit is a professional ice hockey club competing in Finland's top-tier Liiga, operating from the Let's Go Areena in Mikkeli. It sells match tickets, multi-tier season passes, VIP and buffet hospitality packages, fan merchandise, youth and junior club memberships, and corporate sponsorship rights around its professional men's team and supporting programs.

Product overview

Mikkelin Jukurit is a professional ice hockey club operating primarily in the Finnish Liiga. The organization's product portfolio centers on live sports entertainment experiences, combining physical ticket/season pass products with merchandise and hospitality services. Core offerings include multi-tiered seating and standing season passes (Istumapaikkakausikortti, Seisomapaikkakausikortti) providing access to all Liiga regular season home games at Let's Go Areena, supplemented by food-inclusive buffet passes (Heimobuffet-kausikortti) and youth-specific passes (Nuorisokausikortti, Heimon Junior Club). The merchandise line features the Superkauden fanipaita (fan jersey), Game Worn player jerseys, and various branded accessories. Premium services include VIP boxes (Aitiot), corporate hospitality packages (Business VIP), and meeting facilities. Digital products include the Jukurit mobile app for season pass management and exclusive member offers. The organization also hosts the annual Marski Cup international tournament. All e-commerce operations are powered by WiseEvent, with payment processing through Svea Payments.

Differentiator

Problem solved

Functional benefit

Brands

• Heimon Junior Club: Children's club offering young hockey fans exclusive experiences, fun activities, and companionship with mascot Heimo and league team players.
• SarvisClub
• Blue Diamonds
• Heimobuffet

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Osuuskauppa Suur-SavocoreGTM or Marketing Partner · 30 June 2026Osuuskauppa Suur-Savo is Jukurit's main partner (pääyhteistyökumppani), continuing the partnership into the 2026-2027 season. The cooperative focuses on providing customer-owner benefits and experiences, integrating Jukurit with their retail and customer loyalty ecosystem.
• HartwallcoreGTM or Marketing Partner · 26 June 2026Hartwall continues its long-standing main partnership (pääyhteistyökumppanuus) with Jukurit for the 2026-2027 season, with Gatorade featuring prominently in the team's daily operations and sports nutrition.
• Veljekset HokkanencoreGTM or Marketing Partner · 18 June 2026Veljekset Hokkanen Oy continues its years-long main partnership with Jukurit into the 2026-2027 season, marking the club's eleventh Liiga season. The partnership includes opening puck-drop ceremonies and player mentorship programs.
• Lumio EventsminorGTM or Marketing PartnerEvent services partner visible in the partner logo section of the official website.
• GatorademinorGTM or Marketing PartnerSports beverage brand integrated into Hartwall partnership, providing hydration and sports nutrition for the team.
• OP SuursavominorGTM or Marketing PartnerBanking and financial services partner from the OP Financial Group operating in the Suursavo region.
• Let's GominorGTM or Marketing PartnerArena naming rights and event partner for Let's Go Areena, Jukurit's home arena.
• BauerminorGTM or Marketing PartnerHockey equipment manufacturer partner providing equipment sponsorship.
• Viima HockeyminorGTM or Marketing PartnerPartner in the Viking Hockey network, potentially involved in youth hockey development programs.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MikkelinJukurit
• YouTubeyoutube.com/@MikkelinJukuritOfficial
• LinkedInlinkedin.com/company/mikkelin-jukurit

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mikkelin Jukurit