The re-branded Osuma-klubi provides entertainment at KalPa’s hockey matches

Kuopio-based ice hockey team KalPa has just started its new season in Liiga, the top professional ice hockey league in Finland. Recognising that running a hockey team takes a lot outside of the rink as well, KalPa has managed to build itself into an effective operation by coordinating partners, the Pelimies lunch restaurant and many other elements. Grano is also involved in KalPA's operations in many ways. 

“Nowadays working with cooperation partners goes far beyond selling rinkside advertisements. The aim is to work on a variety of projects that benefit both parties as much as possible,” says KalPa Hockey's Sales Negotiator Jermu Pisto.

Co-operation with Osuma expanding

One of KalPa’s biggest co-operation partners this season is recruitment agency Osuma Henkilöstöpalvelut, with which the team has built a multi-faceted partnership.

In addition to purchasing advertising space in KalPa’s operations, Osuma has provided KalPa with personnel for its restaurant and stewards for its matches. There may be almost a hundred employees at the ice rink during a single match, including volunteers and KalPa’s own personnel.

“In terms of visibility, Osuma has rinkside advertisements, box branding and branded seats at the Hannes club, among others. However, their latest and perhaps biggest investment is Osuma-klubi,” Jermu explains.

Osuma-klubi is a separate restaurant space with its own entrance on the other side of Olvi Arena, KalPa’s home rink. The club and the seats in the D stand reserved for club members can be accessed by purchasing a separate club season card.

“When I heard that the space was about to become available, I quickly contacted Pasi Osala and Henrik Kosonen at Grano. I felt that re-branding the space would be a great addition to our visibility partnership,” says CEO of Osuma henkilöstöpalvelut Oy Ville Auvinen.

A long-time partner

Grano is a long-term partner of both KalPa and Osuma, with Ville even remembering the time when Grano was still known as Kopijyvä. The company has carried out several successful projects with both KalPa and Osuma, and even has its own Grano Lounge at Olvi Arena.

“As a sports fan, I used to visit places like Ilves-klubi in Tampere and think about how nice it would be for our company to have facilities like that some day,” Ville smiles.

Grano quickly jumped at the chance and started to design a new look for the club in collaboration with KalPa and Osuma. One of the goals was to make extensive use of lighting effects. As a result, the finished club features a variety of lighting solutions to set the mood, enhance the interior design and provide visibility for both KalPa and Osuma.

As for the exterior of the building, the re-branding included the installation of wash lights that add a dash of Osuma red to the facade. Inside, all the surfaces were painted, followed by the installation of backlit KalPa logos, LED lighting solutions reminiscent of neon lights and embossed Osuma logos.

Convenience and innovation

“The best thing about the project has been the convenience. I want to buy, but I can't implement,” Ville says and continues.

“Grano provided us with drafts, which we discussed and commented on with KalPa. Grano’s expertise was reflected in the fact that their implementation ended up looking just like the drafts,” Ville praises.

Grano's innovative solutions have also appealed to Ville. Although he had worked in the illuminated advertisement business in the past, he was surprised at what they could accomplish nowadays. He was thoroughly impressed by the embossed logos, the LED technology reminiscent of neon lights and other solutions.

Both Jermu and Ville are pleased with how the club turned out and are now discussing its upcoming opening. The re-branding has been a great success.

“There are still a few club season cards to sell,” Jermu grins and asks the photographer to take a few pictures for them as well.

“I think this is a cool space. Everything comes together beautifully,” Ville concludes.