Zug, Switzerland, 16 May 2005 — Infront Sweden AB has signed a contract with the Swedish Ice Hockey Association (SIF) that grants Infront responsibility for marketing all commercial rights associated with the Swedish Ice Hockey Association, its tournaments and all national teams.

Sweden is one of the leading ice hockey nations and the Swedish national men's team – known as Tre Kronor named after the three crowns emblem that they have worn on their jerseys since 1938. Sweden has won the annual IIHF World Championships seven times to date, in 1953, 1957, 1962, 1987, 1991, 1992 and 1998 and an Olympic Gold medal in 1994. Sweden also has many top-ranked players in the NHL, such as Peter Forsberg and Mats Sundin.
 
The new contract will commence on 1st June with a term of six years and an option to renew further. It is global in scope and covers all marketing rights for all national youth teams, the ladies team and the Tre Kronor, as well as for events belonging to SIF.
 
Anders Lilius, Managing Director of Infront Sweden, said today: "Our relationship with the Swedish Ice Hockey Association goes back a long time and in the past has been focused on hospitality – this will continue in parallel.
 
"This is our first major entry into the sports marketing business in Sweden as a part of the Infront Group. We are very proud that we have the confidence of SIF and we believe that we can use the combined international resources of Infront to do an outstanding job for one of Sweden's favourite sports".
 
Infront will work closely with SIF to further develop ice hockey in Sweden and create a strong financial base that will ensure that SIF can maintain its leading position in the world of ice hockey, now and in the future.
 
For further information, please contact:
John Kristick
Infront Sports & Media AG
Tel. +41-41-723 15 15
Fax. +41-41-723-1516
info@infrontsports.com
 
Anders Lilius
Infront Sweden AB
Tel: +46-8-722 32 01
Fax: +46-8-722 32 42
info@infrontsports.se
www.infrontsports.se