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Broad reach for sponsors at 2024 IIHF Ice Hockey World Championship

1 min read

Virtual advertising agreements complement host of official partners as tournament prepares to reach 104 territories

Zug, Switzerland – The 2024 IIHF Ice Hockey World Championships will include new sponsors and a broadened virtual advertsing presence when it begins in Prague and Ostrava, Czech Republic on 10 May.

The event will be broadcast across 155 territories by over 90 media partners with 17 live broadcast partners due to be onsite.

New partnerships with supermarket chain Tesco, snack company Pringles, home improvement and gardening company Bauhaus, the new sports hydration brand PLYRS and construction company Viamont were brokered by Infront, the exclusive marketing partner of the IIHF Ice Hockey World Championship. They join official main sponsor Skoda, alongside AJ, Liqui Moly, Nike, Patron, Raiffeissen Bank International, Strauss, Tipsport and Tissot as sponsors of the annual event.

Selected markets will also feature virtual advertising. The technology, provided by Supponor, has been used at previous editions of the event, offering a unique opportunity for brands in categories with varied regional restrictions.

The Tissot Time Predictor will also enter its third year at this year’s event. This digital activation , driven by Infront's Activation Engine, starts from the quarterfinals onwards and allows fans to predict the timing of the first goal to win a Tissot watch.
Infront Productions will also showcase an impressive broadcast setup featuring a production plan with 30 cameras. This will expand to 34 cameras during the final weekend to capture every pivotal moment. Over 110 freelancers will support the production, with more than 60 stationed in Prague and over 50 in Ostrava, ensuring comprehensive coverage from every angle.

Bruno Marty, Senior Vice President of ProSports, Infront said: “This edition of the event is poised to set a new standard in global sports broadcasting and sponsor engagement. With an extensive network of media partners and innovative technology, it will deliver unparalleled visibility for our sponsors globally. This level of exposure, combined with the introduction of dynamic new partnerships, underscores our commitment to driving value and connecting brands with fans worldwide in an effective and efficient manner."