The return of Jokerit to Finnish ice hockey has been met with enthusiasm and media frenzy, as the team has filled arenas and sparked interest across the country. This fervor, particularly around their matches, raises significant questions about the long-term stability of the Mestis league itself.
Jokerit, after a nine-year absence from elite competition, made their return official on May 3, 2023, when the Finnish Ice Hockey Association's licensing committee approved them for the 2023–2024 Mestis season. Their comeback, hailed as historic, has placed great expectations on the team, which, under the leadership of President Mikko Saarnin, aims to construct a solid future. Yet, beneath this surface success lies the deepening crisis facing Mestis.
Despite the heightened expectations, many skeptics have emerged. Following the arrival of Jokerit, voices across social media questioned whether the team could live up to their reputation as they faced off against their Mestis competitors. The sense among some critics is captured succinctly as: "Kun tämä katsojien, median ja koko jääkiekkoyhteisön kehittämä illuusio murtuu Jokerien noustessa mahdollisesti jo meneillään olevan kauden päätteeksi Liigaan, palautuu Mestis vanhaan tai jopa heikompaan asemaan kuin ennen Jokerien tuloa sarjaan." This skepticism reflects larger concerns about spectators’ engagement with Mestis outside of Jokerit's spotlight.
The crowds have swelled for Jokerit's games, visibly enhancing the league's atmosphere. Yet, this inflow may be deceiving. Other teams have struggled to draw similar audiences, and the question looms about what happens to the league’s image when Jokerit eventually moves up to Liiga. Coach Risto Dufva emphasized the team’s learning curve, stating, "Mielestäni numerot kuvasivat aikalailla peliä. Tulos oli hyvän taistelun jälkeen oikea." This underlines the reality of competition levels and regional rivalries with minimal supporting coverage during their games.
MTV has enhanced visibility for Mestis by telecasting certain games, though critics argue the coverage is too focused on Jokerit. Out of six broadcast games this season, four have featured Jokerit. This laser focus narrows the narrative, allowing little room for insights about other teams, illustrating the dichotomy of popularity versus obscurity. Critics note, "Jos kiinnostus olisi aidosti noussut, myös muissa kuin Jokerien otteluissa katsomot täyttyisivät innokkaista kiekkokansan edustajista." Reinforcing this point, many Mestis teams have dipped well below their expected attendance numbers when the Jokers are not playing.
The reliance on Jokerit's allure as the primary means to draw crowds has rendered the league vulnerable. Concerns are growing within Mestis teams about sustaining interest and revenues once Jokerit ascends to Liiga. The enthusiasm spurred by their return may soon produce voids left by fans whose interest wanes without the ‘glamor’ of Jokerit’s logo. Commentary within the hockey community centers on the league’s identity—where will its nature and values emerge from if Jokerit exits the playing field?
Coaches and managers from other teams have begun voicing important points. They argue there is merit to focusing on creating vast interest throughout Mestis rather than fixate entirely on Jokerit. Building credibility through consistent coverage and interaction could facilitate more long-term success for the league as a whole. The moment may soon arrive for Mestis to re-evaluate its strategy to promote itself adequately instead of becoming simply reflective of Jokerit's brand.
Each of Jokerit's upcoming matches holds multiple stakes; they are tied to their legacy as much as Mestis's future. If trends continue, the league must find ways to interest fans independent of their branding. The future of Mestis stands at a crossroads, balancing short-term excitement with long-term viability. Only time will reveal if they manage to adapt or remain tethered to the wings of one team, risking the league’s demise as crowds dwindle and the excitement fades.