ZUG/LE LOCLE, Switzerland – Tissot and Infront Sports & Media, media and marketing partner of the IIHF, have extended their long-term sponsorship agreement for the IIHF Ice Hockey World Championship.
Tissot is prolonging its involvement as Official Timekeeper and Sponsor for the 2012-2014 editions of the tournament. The contract also includes a continuation of Tissot’s role as Official Team Sponsor of the Swiss National Team during the IIHF World Championship.
Tissot is a member of the Swatch Group, the world’s largest watch producer and distributor based in Switzerland and has been an Official Sponsor of the IIHF World Championship since 1996. The prolonged agreement provides the company with a comprehensive package of rights, such as perimeter board advertising in prime camera view, hospitality and promotional opportunities in and around the arenas.
These include the Best Player Award – a Tissot watch, which is given to the best player of each team in a ceremony following the final eight games. As Official Timekeeper, Tissot will also have its logo inserted in the on-screen TV graphics that are transmitted around the world. As Official Team Sponsor of the Swiss National Team, the players’ shirts and helmets will feature the logo of the popular Swiss watch brand during the IIHF Ice Hockey World Championship. These team sponsorship rights are also centrally marketed by Infront.
“Every single year, the IIHF and Infront deliver a tournament of the highest international standard, sharing the thrills of ice hockey with fans around the world. For us, this is the decisive reason to stay on board and further strengthen the link we have successfully established throughout the last 16 years,” said François Thiébaud, President of Tissot.
“The IIHF Ice Hockey World Championship will continue to be a cornerstone in Tissot’s sponsorship portfolio, in particular as ice hockey is most popular in many markets that other sports find difficult to reach to the same extent – such as Russia, Canada, Scandinavia and Switzerland. Along with its broad demographic appeal, the IIHF Ice Hockey World Championship is a highly efficient platform for our international communication purposes.”
“The IIHF Ice Hockey World Championship is characterised by impressive continuity in sponsor commitment – with Tissot’s prolongation being the most recent example. Long-term partnerships build the foundation for future development and they also confirm the successful performance of past tournaments,” said Bruno Marty, Infront’s Executive Director Winter Sports. “The next three years will bring Tissot extensive brand exposure in the arena and on television worldwide. The Tissot Best Player Award is now established and keenly anticipated by players and fans – it’s a great example of successful sponsorship activation and will further strengthen the connection between the brand and consumers.”
Tissot will be part of a strong sponsor line-up for the annual IIHF World Championship, including Official Main Sponsor Škoda, which also recently prolonged its involvement through to 2017.
The 2012/13 events, to be staged in Finland and Sweden respectively, will ensure high levels of exposure and leverage in markets that are key to sponsors. They will be followed by the 2014 IIHF World Championship in Belarus, providing valuable access to another growth region in Eastern Europe.