Škoda, Bauhaus and Carlsberg Sweden support “Tre Kronor” as Main Sponsors of 2011 season

Stockholm, Sweden, 11 April 2011 – Infront Sports & Media, the commercial partner of the Swedish Ice Hockey Association (SIF), has secured three important sponsorship deals for the Swedish National Ice Hockey Team, universally known as the ‘Tre Kronor’. Top international brands Škoda (cars), Bauhaus (improvement stores) and Carlsberg Sweden (beer) will each become Main Sponsors for the 2011 season. The brands will benefit from the appeal of international ice hockey – in Sweden and beyond whilst supporting the team in the important build-up phase for the 2012 and 2013 IIHF World Championships.

Škoda, already a partner of the Swedish Ice Hockey National Team has upgraded its role to become a Main Sponsor for 2011, whilst Bauhaus and Carlsberg are newly signed. All three packages include presence on advertising boards at all ‘Tre Kronor’ home games. The Škoda and Bauhaus logos will also feature on the team shirts. Carlsberg, positioning its local brand Falcon, activates its sponsorship by launching the project “Hockey Legends” together with the Swedish Ice Hockey Federation. On the website www.hockeylegends.se fans can vote for the most popular Swedish national player in history, establishing a virtual “Official Hall of Fame” for Swedish ice hockey.

Infront’s growing ice hockey role
Infront Sweden has been working with the Swedish Ice Hockey Association (SIF) since 2005, with responsibility for marketing all commercial rights associated with SIF, its tournaments and all national teams. As well as the three new Main Sponsors, Infront has also secured many other agreements including a number of Official Partners to the SIF, such as Alcro (home decoration), Nivea for Men (cosmetics), Folksam (insurance) and AJ (office furniture), plus LG Electronics as Title Sponsor of the Swedish tournament within the European Hockey Tour – the LG Hockey Games.

Sweden is one of the leading ice hockey nations (currently ranked third in the world) and – with the 2011 IIHF World Championship in Slovakia only three weeks away – interest is running high. Sweden will be playing in Group C, trying to outperform last year’s 3rd rank in the tournament. However, the ice hockey fever in Scandinavia is expected to see an even bigger boost in 2012 and 2013, when Finland and Sweden will host the IIHF World Championship on consecutive years. Infront will be strongly involved in the successful delivery of these tournaments – not only as long-term marketing partner of the IIHF, but also through its marketing collaboration with the local organising committees.

For further information, please contact:

Jörg Polzer / Nike Möhle
Corporate Communications
Infront Sports & Media AG
Tel. +41-41-723 15 15
Fax +41-41-723 15 16
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