The International Ice Hockey Federation (IIHF) has announced an extension of a decade-long sponsorship pact with the Czech automobile brand, Škoda.
Following the extension, Skoda will continue to be the official main sponsor of the Ice Hockey World Championship for another five years till the 2027 edition.
As per the partnership, the automobile company will deliver a fleet of 45 electric or hybrid vehicles. Along with this, the Czech brand, through its digital metaverse platform, Škoda’s web 3.0 Škodaverse will provide games, customers avatars, an NFT gallery, and a chance to check out the replica of the 2023 IIHF Tampere fan zone.
The fans will also get a very lucrative opportunity to win prizes, which include tickets to the finals in Tampere and NFTs created specifically for the 2023 event.
Škoda will continue to have a presence at the competition on the ice and in the designated fan zones while sponsoring immersive replays that will be disseminated on social media channels for the IIHF Ice Hockey World Championship.
Martin Jahn, Škoda Board Member for Sales and Marketing, said, “We are proud of our long-term partnership with the IIHF Ice Hockey World Championship. This year, we will be taking this opportunity to present a new logo to our fans that reflects how our cars and Škoda Auto as a manufacturer are evolving. We are undergoing a fundamental transformation to electric drivetrains and digitalization, and we want to show all sports enthusiasts the possibilities of these technologies, for example, through the virtual world of Škodaverse and augmented reality”.
He further commented, “As always, we are rolling out a mobile app, but this time we are adding something extra – spectacular replays of the event highlights. I think fans are going to enjoy the matches more than ever thanks to the latest technology.”
Luc Tardif, IIHF President, said, “The IIHF is extremely delighted that Škoda is not only prolonging this great partnership but also choosing our flagship event to launch their new innovative corporate identity. We have been able to rely on Škoda’s transport solutions and fan engagement activities for over 30 years at the IIHF Ice Hockey World Championship.”
The deal was mediated by Infront, who is the exclusive media and marketing partner for the Ice Hockey World Championship for the International Ice Hockey Federation (IIHF).
Bruno Marty, Senior Vice President of ProSports at Infront, said, “This long-term collaboration reflects the strength of our relationship and the mutual commitment to creating unforgettable experiences for ice hockey fans around the world. The IIHF Ice Hockey World Championship presents a perfect platform for Škoda to showcase its new direction, appealing to a younger audience who are passionate about sports and innovation.
He further elaborated, “By leveraging the event’s global reach and combining it with cutting-edge technology, Škoda is poised to captivate and engage the next generation of fans, while demonstrating their dedication to helping the world live smarter and more sustainably.”
The extension makes the contract, which has been in place since 1992, the longest major sponsorship in the history of any world sporting event.
Founded in 1895, Škoda is a Czech automobile company, which is headquartered in Mlada Bolesav, Czech Republic that develops a wide range of cars in various models from hatchbacks, sedans, and SUVs.