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NewC seeks to make HJK Helsinki a ‘digital pioneer’

Football-focused full-service provider NewC has moved into the Finnish marketplace by striking a digital partnership with reigning Veikkausliiga champion HJK Helsinki.

The club from the capital of Finland, which plays at the 10,700-capacity Bolt Arena, has chosen NewC as its new digital full-service provider. The partnership includes a new ticketing setup, smart stadium access control and future-proof subscription solutions, along with focusing on a more data-driven business approach.

All digital upgrades are aimed at gaining more season ticket holders and club members, and on improving the experience for club stakeholders, both on and off matchdays. “The new system has been implemented step by step, initially bringing traditional season tickets on sale,” said HJK’s commercial director, Sirja Luomaniemi.

“In the future, we will introduce new features, such as a subscription-based season ticket model. This development work takes some time and has come, in part, to stay since we don’t think we will ever be done improving the communication and serving of fans.

“For the first time, we will – with NewC’s help – be able to offer one common platform for the entire HJK community. The system will enable smoother and better communication with all our stakeholders.

“From our supporters’ point of view, the new ticketing system will in the future enable closer access to the club for various specified content. The change is only just beginning, so there is still a lot of work to do.

“We feel it is important that NewC is a flexible partner that looks at ticket sales as part of the culture and development of the entire club community. Through the cooperation, we also have the opportunity to implement practices that work in other parts of the world.”

The HJK deal marks NewC’s sixth market since it began expanding two years ago. The company also operates in Brazil, England, Wales, Sweden and Denmark. In August, NewC told TheStadiumBusiness.com how it aimed to make Campeonato Brasileiro Série A club Palmeiras a standard-bearer for digital technology in South America.

Danish company NewC, which incorporates Roboticket, signed a three-year deal with Palmeiras at the end of 2019, marking its first major contract outside of Europe. Commenting on the HJK Helsinki deal, NewC CEO Mikkel Skou said: “Right from the initial negotiations with HJK Helsinki, we realised that HJK’s digital goals were ambitious and fully in line with our way of working.

“HJK is Finland’s most successful football club and now they also want to be digital pioneers. This determination is hard not to admire, and there is no doubt that the NewC team is truly motivated by it. We look forward to helping the club achieve its goals.”

Image: HJK Helsinki