Tomi Matilainen has been tapped to lead the expansion, leveraging his background in arena markets and LED integration to navigate the region's evolving multi-sport landscape. The Vantaa-based office will function as a central hub for service and technical support, moving away from the company’s traditional North American-centric model to offer faster response times for European operators.

Athletica enters the market with a portfolio that includes its Crystaplex 6A Series dasher boards, a product line already utilized in Olympic Games and IIHF world championships. CEO Andrew McRae noted that the company intends to replicate its established support model for the NHL and AHL, providing local technical expertise to improve safety and fan experience in European venues. By positioning itself in a nation with a deep-rooted hockey tradition, the company aims to secure a competitive edge in a sector increasingly focused on immersive, high-tech event infrastructure.