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Metal League

When the clubs in Denmark's Premier Ice Hockey League take to the Ice next season, it will be with the support of a joint, comprehensive ticket, merchandise and sponsor platform.

From next season, Metal Ligaen will become even more united, now that Denmark’s Ice Hockey Union has agreed a deal for a joint ticketing system for all clubs in the league.

The chosen system is the Award-winning solution from Venue Manager, who already collaborates with a host of sports clubs in Denmark, Germany and England. The Aalborg-based company is hugely experienced in optimising processes, giving spectators the best possible experience as well as taking advantage of the digital business opportunities that arise from the derived data.


The Chief of Metal Ligaen says of the new initiative:

"The facilities in Metal Ligaen are improving and in recent seasons we’ve seen clubs building new arenas, the Granly Hockey Arena in Esbjerg being the latest addition. Now we want to focus our efforts on giving our spectators and sponsors the best possible experience before, during and after the match. To facilitate this, we need to get a better understanding of who they are, their profiles, buying patterns and behaviours.

Making the partnership with Venue Manager is the perfect step to achieve this. The new joint system opens up new avenues for data collection and getting an insight into our fan base. It gives us the possibility to personalise our communication across all league clubs and create optimal conditions for the best possible experience in our arenas, whilst making it easier for our spectators to buy tickets, regardless of where they’re watching ice hockey."

- Kim Pedersen, The Chief of Metal Ligaen


The solution from Venue Manager uncovers so far unseen opportunities to give the customers an enjoyable and seamless buying experience, increase turnover and customer satisfaction, and – not least – minimise admin time among club staff.

Venue Manager is excited to have been chosen to take Metal Ligaen to the next level:

"We are, of course, extremely proud to have been chosen as partner in this enormously exciting project,"

"Our approach to what are the important activities in running a professional sports club is different to that of many of the big ticketing suppliers. We believe that ticket sales alone is not the most important element within the business – rather it is the collective of several individual activities. It should be seen as a whole.

Furthermore, several of our clubs have also chosen to incorporate our unique app which makes it even easier to go to games; with digital tickets, season tickets and vouchers for food and beverage stored directly on your mobile phone. This will definitely enhance the whole experience and we’re really excited to help the clubs make this happen."

- Peter Richardt, Business Director, Venue Manager.

Venue Manager is already implementing the initial solutions, and after the summer break fans from all clubs will be met with the new digital platform. All except SønderjyskE, who is not part of the agreement initially.

Denmark’s elite ice hockey clubs will now become part of Venue Manager’s rapidly growing client portfolio, which today counts 30+ clubs, festivals and amusement parks - including AGF, Skjern Handball, Aalborg Handball, Smukfest, Aros and Fårup Sommerland.

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