The 2009 IIHF World Championship is taking place from 24 April — 10 May in Switzerland and promises to be a showcase event. It benefits from a comprehensive global media and marketing programme implemented by the international sports marketing company Infront Sports & Media, based in Zug, Switzerland.
The tournament is taking place in the cities of Berne and Zurich-Kloten. As well as Canada and the USA, the top European ice-hockey nations will be taking part, including 2008 World Champion Russia (2nd in IIHF World Ranking), Sweden (3), Finland (4), Czech Republic (5), Switzerland (7), Slovakia (8), Belarus (9), Germany (10), Latvia (11), Norway (12), Denmark (13), Austria (16), France (18) and Hungary (20). With the event in the right time zone for the big family of European ice hockey fans, a bumper television audience is expected.
A multi-faceted agency involvement
Infront has been the exclusive commercial partner for the International Ice Hockey Federation’s (IIHF) premier event for 28 years – making it one of the longest relationships in sports marketing history which is today stronger than ever. With the championships being hosted in Infront’s home market, the full-service agency is not only handling the global media and marketing rights for the 2009 Championship but providing a multi-faceted array of services for the event, including host broadcast production, a dedicated online broadcast service, B2B client servicing and VIP hospitality. Around 300 staff members and temporary specialists will be fielded by Infront during the two weeks of the event.
Together with the Swiss Ice Hockey Association (SIHA), Infront also jointly owns and manages the Organising Committee 2009 IIHF World Championship. This joint-venture allows the practical, front-line experience of organising previous IIHF World Championships to be carried forward, to the benefit of the 2009 event in Switzerland.
Bruno Marty, Infront’s Executive Director Winter Sports said: “The progress in the marketing and development of the IIHF World Championship comes from the long-term relationship between the IIHF and Infront as its marketing partner. As a result, it is possible to develop the event on a sustained basis, with innovations and improvements every year.”
Television audiences expected to pass 700 million cumulative viewers
The 2009 IIHF World Championship event is predicted to deliver another success story in terms of reach and exposure around the world especially as the event is taking place in Europe, where most of the competing countries are in the right time zone for their fans. In Canada last year, when compared to 2007, hours of programming increased by over 20% on a worldwide basis. The cumulative viewing audience again reached the respectable level of around 600 million viewers. This is predicted to pass 700 million cumulative viewers in 2009, given the more attractive time zone for 14 of the participating countries.
Television distribution for the event currently includes agreements for over 100 territories worldwide and it will be transmitted by more than 70 broadcasters. Most of these broadcasters will provide live or near-live transmissions, depending on the time zones and broadcaster schedules. In addition, there is a high level of news access interest. News coverage will be available worldwide through international news networks.
Loyal sponsors a sign of strength
The marketing programme has been enhanced with each succeeding year to give the best possible visibility and marketing opportunities for each of the companies taking part. Infront follows a consistent onsite advertising theme, including rink boards, under ice advertising, penalty and team benches, team advertising, product placement, media backdrops and presentation stands.
The impressive sponsor group — led by long-term partner Škoda as the Official Main Sponsor for the 17th year in succession – remains solidly loyal. The agreement provides Škoda with a comprehensive package of rights, including dominant advertising and branding, exclusive car product placement in each arena as well as the provision of the Official Car Service. The package also includes team sponsorship of the Czech Republic and Slovakian teams.
Besides Škoda, seven brands have been involved with the event for 10 years or more, including AJ (Home and office furniture - Sweden), Bauhaus (Homestores - Germany), Intersport (Sports retailing - Switzerland), Konica Minolta (Copies and document solutions - Japan), Nike (Sports apparel - USA), Tissot (Watches/Timing - Switzerland) and Zepter (Home and kitchen ware, cosmetics, health lamps - France). They have recently been joined by high-profile blue-chip sponsors, including Boehringer Ingelheim (OTC medicals - Germany), Henkel (Detergents – Germany, already since 2007), Ramirent (Rent and lease of construction machines - Finland) and Zurich Group (Insurance - Switzerland).
Full HD Coverage for the first time
In 2009, all games will be produced in high definition television (HDTV) quality for the first time in the history of the event. The host broadcast is again being carried out under the supervision of Infront Production and Host Broadcast Services (HBS) and will be implemented by Mediatec Dream Team. They will provide the multilateral broadcast production, including filming and transmitting a high quality signal, as well as supporting broadcasters in their unilateral production, transmission and commentary facilities and services. The production will include 20 cameras in each arena and for each game. In-goal and over head centre circle cameras will be installed for each of the 56 games. The servicing of broadcasters and satellite coordination is being handled by Infront’s Broadcaster Servicing Team, which will contribute its tremendous expertise from various global sports events, including the FIFA World Cup™.
Integrated online broadcast service on IIHF.com
The dedicated online broadcast service of the event has now been fully integrated into the official federation website, www.iihf.com. It will be produced by Infront Advanced Media Solutions, a subsidiary of Infront. It means that fans throughout the world can view live and on demand every game of the IIHF World Championship. Fans can chose from two subscription models including single games at 6.95 Euro and the tournament pass option covering all 56 games of the tournament for only 39.95 Euros. The games are available as high-quality video stream. Access is only geo-blocked in a few countries where conflicting media license agreements are in place.
World class hospitality
The VIP and business hospitality service for the 2009 IIHF World Championship, is being provided by Infront Hospitality Management, another Infront subsidiary. The hospitality operation will be of the highest standard and will enhance client entertainment opportunities during the tournament.
The setting includes three different hospitality zones. The service, which will be active on every game day, will make use of up to 180 staff members and will provide first-class rotating menus throughout the day. Infront Event Hospitality (the former Walch’s Event Hospitality) is providing VIP hospitality to the IIHF World Championship since 2005 as well as to many other top events around the globe.
