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Auroraliiga – Brand renewal

New season. New era.

The highest level of women’s ice hockey in Finland has a new name – Auroraliiga.

Modernizing the name, look, and feel is an important milestone in giving women’s ice hockey the attention it deserves. But this rebranding isn’t just about a name; it’s about a commitment to equality, accessibility, and a modern approach to sports.

Advertising Positioning and brand development PR and media relations

Client: Finnish Ice Hockey Association

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No prefixes. Just top-tier ice hockey.

Speed, skill and passion. Top-tier entertainment. Community that cherishes its values. It’s ice hockey – played by women.  

It was about time the elite league for women’s hockey in Finland – Naisten Liiga – lost its old-fashioned prefix. Together with the league, its community and the Finnish Ice Hockey Association we brought the look and feel of the brand into the modern era.

The league’s refreshed identity draws inspiration from the Nordic Arctic and the Aurora Borealis Cup, awarded to the champions each season.

Insight highlights

  1. Involving the community

    The very base of the brand renewal work was constructed together with players and staff. The new brand photos also feature players, who truly brought their A-game!

  2. Strong heritage

    Auroraliiga is a name with deep roots both in Finnish women’s hockey and Nordic nature.

  3. Proud and bold

    Auroraliiga strives to be a forerunner in Finnish sports, whose values of equality are reflected in both words and actions, unafraid to address difficult issues.

“This is the first stride in a journey to bring real change to women’s sports. We want to make history.”

Henni Laaksonen

Director, Auroraliiga

Background thinking

Breaking the vicious cycle

Women’s hockey has long been trapped in a self-perpetuating cycle.

Limited resources make survival a constant struggle, hindering both the development of the league’s product and the brand. Without growth, new audiences aren’t reached, visibility stays low, and sponsors remain uninterested. The cycle then repeats.

The work at hand aims to break this cycle, step by step.

The brand renewal is a crucial symbolic move, marking the start of a new era in women’s ice hockey and demonstrating a strong commitment to real change.

Insight

The brand renewal makes Auroraliiga more modern and appealing to both existing and new audiences. The refreshed league, stepping into the modern era, attracted new corporate partners even before its official launch.

A name change should never be just a name change. The values and goals behind it must be realized daily. Auroraliiga now boldly expresses the values that have long driven it but haven’t been fully recognized.

Auroraliiga stands as a promise of professional excellence, equality in sports, and a commitment to forging its own path— both on and off the ice.

Miltton’s input

  • Concept and idea
  • Insights and brand strategy
  • Productions: copywriting and keyvisuals
  • Advertising campaign
  • PR
  • Project management

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