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ISOSTAR celebrates its 25th year of partnership with the IIHF Ice Hockey World Championship

2 min read

Based on its long-term agreement with Infront, the isotonic sports drink is an Official Partner of the annual winter sport highlight

Zug, Switzerland – This year’s IIHF Ice Hockey World Championship once more showcases a full line up of commercial partners – amongst them, now in its 25th year, ISOSTAR. The leading sports nutrition manufacturer is celebrating a quarter of a century of engagement with the tournament. The Official Partnership is based on an agreement with Infront Sports & Media, media and marketing partner of the International Ice Hockey Federation (IIHF) for its flagship event, and dates back to 1990.

Key exposure through the annual tournament

In 1977, ISOSTAR started in Switzerland with the first exercise drink specially designed to meet the nutritional needs of athletes. Since 2009, ISOSTAR is part of the Japanese Multinational Group Otsuka. The product range is supported by market experience as well as targeted scientific research into the energy and fluid demands of athletes. As part of its sales strategy, the IIHF marketing platform provides key exposure on an annual basis through branding in and out of camera view on penalty benches, boards, backdrops and integration across print and online communications together with a hospitality contingent.

Jean Marc Sagnes, Export Director, Nutrition & Health at ISOSTAR, said: “Throughout the years we have always been pleased with our partnership with the IIHF Ice Hockey World Championship and the international visibility for the ISOSTAR brand. We also appreciate the excellent cooperation with all the national teams, the IIHF and last but not least the Infront team in an amicable and reliable partnership.”

Remarkable loyalty of commercial partners

Bruno Marty, Infront’s Executive Director Winter Sports, said: “The IIHF marketing platform is one of the most effective in the world of winter sport, reaching record-high TV exposure year on year. Its impact is also underlined by the remarkable loyalty of its commercial partners and in this spirit, we are proud to celebrate the 25 year milestone together with our partner ISOSTAR – a brand that fits perfectly in the energetic ice hockey environment.”

Infront Sports & Media, the exclusive media and marketing partner to the International Ice Hockey Federation (IIHF) handles the full commercialisation of the tournament's marketing and sponsorship programmes. Along with the ISOSTAR engagement the company has been responsible for a number of other long-term record breaking partnerships – including a spectator world record in 2010 (over 78,000 for the opening game) as well the longest main sponsorship for a world championship in history through a partnership with Škoda.

About Infront Sports & Media

Infront Sports & Media is the most respected sports marketing company in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football and summer sports, Infront enjoys long-lasting partnerships with 130 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of 500 experienced staff working from 20 offices across 10 countries, delivering 3,400 event days of top class sport around the world every year.