So maybe the World Juniors in August isn’t working after all. Or maybe the Hockey Canada scandals are affecting attendance. Or maybe people are just burned out on these tournaments. But there was a time in Canada, way back - say, a couple of years ago - that the World Juniors would be held in 18,000 seat arenas and nearly be sold out on tournament sales.
Then there’s this year. The Canada games will draw best most likely, since it’s in Canada, but looking at the seat map on Ticketmaster for tomorrow’s Canada vs Latvia game, it would be a stretch to say there’s more than 2,000 tickets sold in an 18,000 seat arena. Of course, tournament organizers/Hockey Canada aren’t helping themselves by pricing the cheapest seats at $77 (CDN) and the priciest at $233 (CDN). Want cheaper seats in the upper level? Forget it. It’s closed.
The USA vs Germany game tonight is selling better, there’s probably 4,000 tickets sold. This has to be a first in a Canadian city — the US outdrawing Canada — but the prices start at $20 and go to $88 (again - in Canadian dollars, which is roughly 20% lower in value than the US dollar).
Wondering about the gold medal game? There might be 3-4,000 tickets sold - but with a face value price range of $178 to $743, it’s hard to imagine there are any sold at all. By comparison, in 1999 in Winnipeg, good side seats were $25 for the final. I know because I was there and I still have the ticket.
In today’s dollars, it’s impossible to argue that’s more than $100, and that would really be a stretch
Your choice - a pair of season tickets to a USHL team or one ticket to the gold medal game.
How bad was it at Tuesday’s exciting 5-4 Czechia win over Slovakia, the first game of the tournament? The summary just says “-“ for attendance. Actual people at the game? It would be a stretch to say 100. That’s not a typo.
Also of note is the complete lack of advertising. The only board ads are from Tissot (as always at these tournaments - the watch provider) and the IIHF…plus two Hockey Canada ads promoting the World Juniors in Ottawa and Montreal at Christmas. Most advertisers have cut ties with Hockey Canada over the current scandal.
As this tournament has grown, it tends to sell out key games wherever it goes - Sweden, Finland, Russia (not right now, but traditionally..) - this could be the lowest attended World Juniors for a few years. But perhaps that’s what happens when you combine a national Hockey Canada scandal, a summer tournament, and ticket prices that are completely out of line.
If anything good comes from this, it is hopefully a reset of ticket prices to a sane level, where the average fan can afford to go.
The sad part is the players deserve better. Many players grow up dreaming of the atmosphere at this tournament, and this isn’t what it should be like.
Greed has made it unaffordable, and poor management and cover-ups have made Hockey Canada currently unpopular in their own country.
The players deserve better. The fans deserve better. But nobody is shedding a tear for the tournament’s organizers.
