Did you know that the sport of bandy, a winter spectacle beloved in Sweden, actually originated in the Fens of England? While the sport has largely faded from British memory, it is thriving in Scandinavia.
This Boxing Day, Hammarby Bandy proved just how alive the tradition is by selling out their iconic outdoor arena, "Zinken," in Stockholm, a feat made possible by passion, history, and smart digital tools.
From the English Fens to Swedish Ice
If you walked past a bandy match today, you might do a double-take. It looks a bit like field hockey, but everyone is on skates. Or maybe ice hockey, but with a ball instead of a puck and a pitch the size of a football field.
That is exactly what bandy is: the original precursor to modern ice hockey. Born in England in the 19th century, the first organised match was played in London in 1875. While Englishmen eventually traded their curved sticks for football boots, the Swedes embraced the sport wholeheartedly.
Today, bandy is a massive cultural phenomenon in Sweden, second only to ice hockey in winter popularity. But unlike the indoor arenas of hockey, traditional bandy is an element-braving adventure. It is played on a massive sheet of ice, the same dimensions as a Premier League soccer pitch, often under the open sky.
Hammarby Bandy is a proud guardian of this outdoor tradition. While 11 of the 14 teams in the Swedish premier division have moved indoors to climate-controlled halls, Hammarby is one of only three clubs that still battles the elements. Playing outdoors at Zinkensdamms IP (affectionately known as "Zinken") offers a raw, authentic atmosphere that you simply cannot replicate inside a dome.
The Boxing Day Miracle at Zinken
In the UK, Boxing Day football is a sacred tradition. In Sweden, "Annandag jul" (Boxing Day) belongs to bandy.
This year, Hammarby transformed that tradition into a record-breaking festival. The club, known as "Bajen," faced off against Sirius in a match that became much more than a contest for points. It was a manifestation of community strength.
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The result? A completely sold-out arena.
7,410 fans packed the stands, shattering a 25-year-old attendance record. The atmosphere was electric, a sea of green and white flags waving against the winter sky.
How Hammarby Filled the Stands
Selling out a 7,000+ capacity outdoor venue in the middle of winter doesn't happen by accident. It requires meticulous planning and the right tools.
Hammarby's management team, led by Club Manager Pär Beckne and Ticket Manager André Brink, executed a flawless strategy using TicketCo’s event payments platform.
Here is how they achieved the sell-out:
- Early Bird Incentives: They launched aggressive "early bird" campaigns, selling nearly 4,000 tickets before Christmas Eve.
- Flexible Pricing: Fans could choose from various categories, including discounts for students and seniors, or special "Hammarby Hero" supporter tickets for those wanting to donate extra.
- Real-Time Data: The team used live sales data to direct marketing efforts toward specific sections of the stands that needed filling.
- Digital First: By moving away from cash and paper tickets, they eliminated queues and administrative headaches, allowing volunteers to focus on the fan experience.
Together, these measures created momentum long before kick-off, turning Boxing Day at Zinken into a shared experience rather than just a single match.
A Modern Tool for a Historic Sport
For a club steeped in tradition since 1905, embracing modern technology was the key to unlocking this success. This was Hammarby's first season using TicketCo, and the platform proved to be a game-changer.
André Brink, the Ticket Manager, highlighted the impact of going digital:
"TicketCo gives us full control – we see exactly how many tickets are sold instantly and can make data-driven, quick decisions. We have become both more agile and professional."
The system allowed the club to be creative. They tested add-ons like coffee vouchers, merchandise lotteries, and "support tickets" for fans who couldn't attend but still wanted to contribute.
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More Than Just a Match
The 5-4 victory over Sirius on the ice was dramatic, but the real victory was in the stands.
Club Manager Pär Beckne summed up the emotion of the day:
"Seeing Zinken completely sold out was a dream come true. We are incredibly proud to have given our fans such a fantastic experience and shown what Hammarby Bandy stands for – community, passion, and joy."
As Hammarby looks to the future, they are proving that you can honor history while embracing the future. By combining the raw, outdoor roots of a sport invented in England with cutting-edge digital sales tools, they are ensuring that the spirit of bandy doesn't just survive. It thrives.
So, the next time you hear about bandy, don't just think of it as an obscure winter sport. Think of it as England's forgotten gift to the winter world, kept alive and kicking by the passionate fans at Zinken.
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Photo courtesy of Hammarby IF Bandy.
