A unique relationship
Since 1981, Infront is the exclusive marketing partner to the International Ice Hockey Federation (IIHF), representing all major commercial rights. This unique and very special relationship generates many benefits, including the opportunity to introduce innovations and improvements on a consistent basis.
The biggest annual winter sports event
Exciting future
Looking forward to 2010, the IIHF World Championship in Germany has an exciting record in its sights. The opening game on 7 May 2010 will take place in the Veltins-Arena of Gelsenkirchen, home of the football (soccer) Bundesliga club FC Schalke 04. The stadium will be transferred to a giant ice hockey arena with an overall capacity enhanced to almost 76,000 places. A full stadium would represent a new spectator world record for ice hockey.
More coverage in more countries
The 2009 IIHF World Championship in Switzerland saw a classic final between Russia and Canada, pitching the two greatest ice hockey nations against each other for the second year in succession. Russia defeated Canada 2-1 to win gold for the second year in a row.
The fact that the 2009 event took place in Europe, where most teams were in the right time zone for their fans, helped ensure very high levels of coverage. There were a record number of over 200 broadcast partners in more than 100 territories, as well as the third highest cumulative audience figure in the history of the event, at 647.4 million. The 2009 IIHF World Championship was not only available in the core ice hockey markets but, from Andorra to Zimbabwe, the event was seen around the globe – accumulating over 2,500 hours of worldwide coverage.
Loyal sponsors a sign of strength
The IIHF World Championship is popular with sponsors. It is the biggest annual winter sports event in the world and takes place at a time of year when there is little competition from other events. It is an excellent opportunity to receive excellent television coverage. With strong appeal to affluent commercial markets in Northern Europe, the USA and Canada, the television audiences are also excellent in the new consumer markets of eastern and central Europe. The audience ranges from hardcore hockey fans to entire families – the atmosphere is comparable to a party and demonstrates great camaraderie. The dynamic, fast paced thrills of each competition are unique attracting up to 550,000 spectators on site during the event.
The impressive sponsor group — led by long-term partner Škoda as the Official Main Sponsor for the 17th year in succession — remains solidly loyal. Seven brands have been involved for 10 years or more; AJ, Bauhaus, Intersport, Konica Minolta, Nike, Tissot and Zepter. They have recently been joined by new, high profile, blue chip sponsors including; Boehringer Ingelheim, Henkel, Raiffeisen Bank and Zurich Group.
Outstanding brand visibility
The sponsorship opportunity provides outstanding brand visibility due to the small rink size, the limited number of sponsors with a “clean” set-up concept - and the fact that the playing surface and its border is the advertising space. The partnership structure includes one Official Main Sponsor and approximately ten Official Sponsors and the packages include:
- Advertising on rink boards and on cubes in the arena
- Logo integration on the program guide, interview and mixed-zone backdrops, advertising posters and on the official website
- Right to use event logo, event title and official mascot for promotional purposes
- On site product placement and promotional activities, including opportunity to sponsor on-ice award ceremonies
- Access to VIP hospitality areas and invitations to workshops and VIP events
