Why has ŠKODA been partnering the IIHF Ice-Hockey World Championship for so long?
We are keen on intensive cooperation through long-term partnership. It is also important for us to combine business and sponsorship. So our work with the IIHF World Ice Hockey Championship ticks all the boxes. Today, our brand is associated with ice-hockey not just by the sport’s fans, but also by our customers. In the Czech Republic, the home of ŠKODA, ice-hockey is a national sport. It’s also popular in many other countries that are significant for us. And the international audience speaks for itself: 1.2 billion ice-hockey fans around the world will be watching the world championship on their screens, and our logo is visible for 65% of the transmission time. Ice-hockey is a dynamic, traditional, attractive and engaging sport. ŠKODA identifies fully with all of these attributes. In a nutshell, ice-hockey and ŠKODA go hand in glove.