Breaking world records: A Marketing Programme that ... - Infront

Tissot (Switzerland — since 1996)
‘Innovators by Tradition’, Tissot has been pioneering craftsmanship
and innovation since 1853 and is a member of the Swatch Group, the
world’s largest watch producer and distributor. For the IIHF Ice
Hockey World Championship, Tissot awards the best player of each team per game for all games in
Helsinki as well as the quarter-finals in Stockholm. It is also team sponsor of Switzerland and the USA.
For over 150 years the company has been based in the Swiss watch making town of Le Locle but is now
also present in over 160 countries.
www.tissot.ch/sports
Zepter (France — since 1998)
Zepter International produces, sells and distributes exclusive, highquality
consumer goods in more than 40 countries worldwide,
principally by way of direct sales and also through high-end stores. Since 1998, Zepter International has
sponsored the IIHF Ice Hockey World Championship in recognition of the shared values between Sport
and Zepter’s Mission of Health – striving for a longer, healthier and happier life. The brand is also team
sponsor of Italy, Canada and Belarus.
www.zepter.com
Official and National Partners
The next tier consists of Official and National Partners, recruited by the Organising Committee of the
IIHF Ice Hockey World Championship and Infront. Their involvement - besides financial support -
includes a component of specialist service or product provision (value in kind) and in turn results in
brand exposure, either through television coverage or the live events. Additionally, brands receive some
specific advertising rights, with a focus on the national market in the host country. National partners
particularly benefit from the double-championship concept in 2012 and 2013, as they can make use of
consistent brand visibility for two years in a row.
Rovio Entertainment creates Official Mascot HockeyBird
Infront and the Organising Committee partnered with Rovio Entertainment, to realise and activate the
official mascot for 2012. The entertainment media company based in Finland, created the globally
successful Angry Birds franchise. Since its development in 2009, the strategy puzzle game for
touchscreen smartphones has been downloaded over 700 million times. And its popularity continues to
grow. As a result, Rovio has expanded into a variety of business areas including animation,
merchandising, and book publishing.
The mascot HockeyBird was designed by Rovio Lead Artist Toni Kysenius in order to delight both fans
of Angry Birds and the IIHF Ice Hockey World Championship.
As part of its extensive partnership with the IIHF, Infront holds the rights for the commercial use of
HockeyBird. Building a key element of the official merchandise programme this year, the mascot will be
activated by the official sponsors of the tournament.
Subject: Marketing Platform & Sponsors
Event: 2012 IIHF Ice Hockey World Championship
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