As we continue to seek out opportunities to learn from our allies, our comms lead, Denise Withers, sat down with Caroline Jonsson, Managing Director of the Alliance of European Hockey Clubs (E.H.C.). Though Europe has a very different hockey structure than we do in North America, they share the same goal of growing the game. Here’s a behind-the-scenes look at how they’re doing that.
DENISE: Before we dive into your work with the EHC, tell us a little bit about how you got started in hockey
CAROLINE: My Dad was a hockey player. When I was two, he won the Swedish championship and the world championship. The year after, he played in the 1988 Calgary Olympics, where they won the bronze medal.
DENISE: Small world - I was at that game, working on the television crew. I love that!
CAROLINE: Yes, he won a lot of international championships and kept playing until I was 10, then coached professionally in the Swedish Hockey League for about 10 years. He also worked in general management. So even though I never played (I was more into horse-riding), hockey has always been a part of my life. Then in my early twenties, I knew I wanted to continue to be part of the game. So I started working at games, studied sports marketing, and found opportunities with the Swedish Ice Hockey Federation and the IIHF World Championship organization in Stockholm. Eventually, the founder of the Alliance of European Hockey Clubs invited me to join them, and I took over as Managing Director last year.
DENISE: And you’re the first woman in that role?
CAROLINE: Yes, which I’m really pleased about, especially since, among our 105 member clubs, only one has a female CEO—Gabi Standenberg of Straubing Tigers in Germany—and only two have female presidents. It’s mostly a male-dominated space, and I’m happy to be a voice for the clubs. Our main goal is to represent the clubs politically and to organize events where they can exchange knowledge, get inspired, and learn from each other.
DENISE: Before we get into the specifics of that work, tell us a bit about how hockey works in Europe, compared to North America.
CAROLINE: Each country has its own league—for example, the Swedish Hockey League, the Finnish Liiga, and the German DEL. There’s also an organization called Hockey Europe, which represents the CEOs of the six largest leagues. They focus on league-level issues, while we represent individual clubs. Any European club with a professional organization can choose to join the Alliance. We’re more like a players’ association but for clubs—we advocate for their interests and ensure their voices are heard.
We also organize events that have become part of the European hockey calendar. For example, we host the European Hockey Awards in mid-June each year, where we recognize achievements like Best Club and Best Coach of the Year. In the fall, we hold a Hockey Business Forum, where clubs come together to share ideas and build connections. Our last event was at Red Bull Munich’s new arena, the SAP Garden, which had just opened. We had 70 clubs and 260 people in attendance, representing the biggest leagues, federations, and clubs. It’s all about creating opportunities for clubs to learn from each other and collaborate.
DENISE: Lots of layers and complexity! So what would you say is the biggest challenge European clubs face right now?
The biggest challenge is financial sustainability. Most European leagues have a promotion and relegation system, which means it’s crucial for clubs to stay at the top of their league and avoid relegation. Winning the cup is everything, and clubs often spend beyond their means to achieve that goal. Unlike in North America, where franchises are profitable businesses regardless of performance, European clubs depend heavily on their sporting success. We’re working on shifting the focus to make hockey more of an entertainment experience, not just about winning or losing.
DENISE: That’s really interesting. I grew up in Toronto, and the Maple Leafs haven’t won a cup since 1967, yet they’re one of the NHL’s most successful franchises. Their fans love them, win or lose. I can see why European club owners would want to emulate that business model.
CAROLINE: Exactly. It’s about building a sustainable business model so clubs aren’t solely reliant on winning. This would also create more stable organizations, where coaches aren’t constantly being fired after a few bad games. Some clubs are already moving in that direction and are more economically sustainable.
DENISE: Can you give an example of a club that’s been successful in becoming more sustainable?
Färjestad in Sweden is a great example. They’re based in a relatively small city but have built a strong hockey culture. One key to their success is that they own their arena, so they keep all the revenue from ticket sales, concessions, and VIP packages. This allows them to generate significant income and reinvest in the club. Across Europe, attendance is also increasing. The Swiss League just set a record for attendance, and Germany’s attendance has grown the most, thanks in part to larger arenas.
DENISE: So it’s really about thinking outside the box to find new ways to grow interest in the game to make it sustainable - very cool. Looking beyond financial issues, are there other major challenges for the clubs?
CAROLINE: Yes, one ongoing issue is international scheduling. Clubs are required to release players for national team breaks four times a season, plus the World Championship. This disrupts their schedules. Another big topic is the NHL’s potential World Cup, which would require European clubs to take a 2-3 week break. We’re still discussing how that might work.
DENISE: That all sounds incredibly complex. In your role, how do you navigate these challenges and push for change?
CAROLINE: It’s all about building relationships. My approach is to foster positive relationships with all stakeholders so we can have constructive discussions and find ways to grow hockey together. For me, it’s about having open communication and being transparent. I try to attend as many networking events as possible, meet people in person, and listen to their perspectives. I also prioritize collaboration—we’re all working toward the same goal of growing the sport, so it’s important to keep that in mind during discussions. We can achieve much more when we work together instead of competing within the same space.
DENISE: And are the clubs in the Alliance all focused on men’s hockey, or is women’s hockey part of the picture too?
CAROLINE: Historically, we’ve focused mainly on men’s hockey, but that’s changing. A couple of years ago, I asked our board whether we wanted to be an Alliance for men’s hockey or for hockey as a whole. One of the clubs pointed out that they have both men’s and women’s teams, so of course their women’s team should be included. Since then, we’ve been working to support women’s hockey more actively.
DENISE: That’s great to hear! How are you specifically supporting women’s hockey at this point?
CAROLINE: We’re advocating for a Women’s Champions Hockey League, similar to the one we have for the men. We’re also organizing a professional women’s seminar for the first time during the World Women’s Championship in Prague. We’ve invited representatives from the European women’s leagues and speakers like Meghan Chayka and Mary-Kay Messier. We want to foster more connections and knowledge sharing at the women’s level, too.
DENISE: It sounds like there are lots of opportunities there. What’s the long-term vision for women’s hockey?
I think women’s hockey is essential for the overall growth of the sport. If we want to attract new fans, partners, and audiences, we need to be more inclusive. Women’s hockey can help make hockey a more balanced and appealing sport for future generations. We need to showcase women’s hockey on the same stage as men’s hockey, both on and off the ice.
DENISE: Absolutely! Looking ahead, what’s coming up next that you’re most excited about?
CAROLINE: I’m especially excited about our upcoming events—the Professional Women’s Seminar in Prague, our European Hockey Awards, and the Hockey Business Forum in Belfast. Each of these events is a chance to bring people together, share ideas, and celebrate the progress we’re making in hockey.
