The Kontiolahti World Cup opens with a renewed race pipeline and ticket sales of three events

The Biathlon World Cup to be organized in Kontiolahti and Joensuu in North Karelia in March 2020 has opened ticket sales in a renewed form. The famous wall climb is also being built into a strong landmark for marketing.

The International Biathlon Union IBU has granted Kontiolahti Athletes ry three different World Cup competitions for the years 2020 and 2021. The competition organization will start the competition pipeline of three events renewed.

—This is the first time that we know of so many World Cup competitions for the coming years. Now is a natural time to renew, says Tomi-Pekka Riihivuori, executive director of Kontiolahti Urehiliið.

Ticket sales will be renewed

Ticket sales for the March 2020 World Cup have opened. The first to go on sale are day tickets for the A-stand and track stand, as well as full-time tickets. VIP ticket sales will start at the beginning of October.

—The cheaper advance prices are valid until the end of December. Pensioners, students and children have their own pricing. Free entry to the track grandstand for children under 12 will remain, says Jarno Lautamatti, who is in charge of ticket sales.

The event's new partner for advance ticket sales is Lippupiste Oy's online service Lippu.fi. Thanks to the new partnership, the visibility of ticket sales in the online store will also improve in Russia.

—Russia will not host biathlon World Cup competitions next winter. Due to its proximity, Kontiolahti's events are logistically attractive, especially for biathlon fans living in the Republic of Karelia and St. Petersburg. With the new partnership, we are looking for additional sales in Russia, Lautamatti says.

Wall climbing is emphasized in communication

In connection with the renewal of ticket sales, the visual appearance of the World Cup events, the Kontiolahti Sportsmen's Association and the Joensuu Seudun Jäähdytetty Latu Oy will also be renewed. In the future, the biathlon stadium's services will be communicated more closely together. The new website, initially focused on ticket sales for the World Cup, has been published at www.kontiolahtibiathlon.com.

–We all operate under the same umbrella. We want to better highlight all the services and events in the area outside the winter competition season, says executive director Riihivuori.

The new visual look highlights the famous wall climb of the Kontiolahti Biathlon Stadium. Seinnousu is a landmark that best distinguishes Kontiolahti from other World Cup locations. The steep rise is described in the operators' new logo.

—Seinnousu will be remembered as a specialty of Kontiolahti. Competitors decide their positions on the wall climb, from there the lake views open to Höytäinen and the atmosphere in the stands is wild at best. The steep rise arouses emotions even in those who exercise, says Riihivuori.

New powers for communication

At the end of August, the Northern Karelia Regional Association granted project funding of 100,000 euros to develop the operation and visibility of the Kontiolahti Biathlon Stadium area.

—The international competition to host the World Cup is fierce, and it will not subside in the future. All race organizers must be able to improve, Riihivuori says.

The project is managed by Kontiolahti Municipality's subsidiary Kontionloikka Oy. It is also financed by the Kontiolahti Athletes, Kontiolahti municipality and the city of Joensuu.

In terms of branding and marketing, the Joensuu-based marketing agency Tovari is the project partner. Kontiolahti Urheilijat has also appointed a marketing and communication manager to its strength. Heikki Hamunen from Kontiolahti takes care of the new duties.

Changes in terrain

Small changes will be made to the stadium and along the tracks, which will improve the arrangements, the entertainment of the audience and television. The changes have been planned together with a representative of the International Biathlon Union IBU.

—We are slightly widening the lower part of the wall riser, which makes TV filming easier and there is more space for the audience. Minor changes are also planned for the location of the route leading to the shooting site and the structures of the shooting site, says Riihivuori.

More information:

Tomi-Pekka Riihivuori, 0400 128 140
Ticket sales: Jarno Lautamatti, 043 218 0573

Info: Biathlon World Cup in Kontiolahti and Joensuu 2020-2021

• The region's most significant winter sports event.
• The guests of the 2018 World Cup left 4.4 million euros in the area.
• Guests are widely accommodated around the province.
• Times of future events:
  • March 2020: 9.-15.3.2020
  • November 2020: 27.–29.11.2020
  • November-December 2021: 26-28 November 2021
• Organized by: Kontiolahti Urheilijat ry

New website at: www.kontiolahtibiathlon.com