The study examines audience media representations in the news coverage of the 2011 men's Ice Hockey World Championships in IltaSanomat and Urheilulehti. The aim is to analyze the subject positions produced for the sport audience in newspaper articles and to interpret the meanings associated with them. The articles dealt with fans at the events as well as fans listening to or watching the games at home as the audience. The total material collected for the study consists of 34 issues of Ilta-Sanomat and 5 issues of Urheilulehti published from 20 April to 31 May 2011. The qualitative analysis targeted all articles that included verbal audience representations. Ilta-Sanomat published 94 and Urheilulehti 27 such articles. Images were excluded from the analysis. The method of analysis is based on the discourse analysis idea of variable discourses, subject positions, and contexts. The audience representation unites cultural meanings linked to national identities, to following sports as well as to the consumption of general popular culture. The subject positions of the sport audience produced in the newspapers were divided into four themes: 1) the audience as the subject of criticism and irony; 2) sport journalists’ bipartite audience relationship; 3) the audience in everyday life and during festivities, and 4) the audience as a moralist and as a consumer. Criticism and irony were linked to the audience with stereotypical meanings of Finnishness and armchair athletes. In case of the relationship between sport journalists and the audience it was typical that the journalists used special imageries of the “stupid” audience as a counterpart to their own expertise. In everyday speech, the audience was referred to when talking about the large numbers of TV audiences following the championships. Solemn audience speech described carnival tourists at the event, and the people celebrating world championship. The audience as a moralist was created in the middle of the drinking issue of Finnish players. The audience was positioned as a consumer of sport and media, when the quality of the TV broadcast and the public image of ice hockey was assessed in the newspapers.