Unlocking the ecosystem
The iLOQ brand took centre stage on the ice during the 2018/19 playoffs, alongside traditional activations throughout the each season such as board signage, big screen advertising, backdrops and hospitality.
But it hasn’t stopped there. As sports marketing expert Garza has explained, the CHL acts as a “powerful club of business opportunities”. As an example of this, the iLOQ partnership has taken the concept of sponsorship a step further by unlocking and harnessing the potential of stakeholder and client relationships, from “experiences that money can’t buy” for clients to high-level introductions throughout the CHL ecosystem, and assistance with travel and meetings.
“With Infront, for example, we invited a select group of customers to the CHL Final 2019 in Gothenburg with an exclusive behind-the-scenes tour of the Scandinavium, which included access to the broadcasting team in action, visits to the locker rooms, interactions with coaches and players, and high-VIP hospitality with the Infront and CHL teams, as well as the CHL champions Frölunda Indians,” says Lampinen.
“As a memento, our guests each received a customised CHL jersey - it was an incredible, unforgettable experience and a fantastic way to cement and deepen relationships with our clients. We’ll be doing it all again in 2020!”
Alongside catering for existing clients, the partnership has focused on connecting iLOQ with new potential business within the CHL family, and beyond.
Partners on and off the ice
In late 2018, an official letter from CHL CEO Martin Baumann was sent to the CEOs and general managers of all 32 competing teams to introduce iLOQ, with an in-depth overview of what the firm has to offer through its smart locking solutions.
With security a key concern for venues, Infront has presented the iLOQ brand and services to the management teams of arenas in the 12 participating CHL countries, with several operators showing an interest in meeting the leading digital access company.
“The CHL also organises a friendly game amongst sponsors, which nurtures opportunities for collaboration - it’s one big family working together, on and off the ice,” Lampinen says.