Actavis Embraces Global Reach of IIHF Ice Hockey World Championship

(20/04/2013) Infront Sports & Media, exclusive media and marketing partner to the International Ice Hockey Federation for the annual IIHF Ice Hockey World Championship, has secured an Official Sponsorship agreement with Actavis - the world's third-largest generic pharmaceutical company. The contract period lasts for two years starting with the 2013 event taking place in Stockholm and Helsinki (3-9 May) and also includes the 2014 event to be held in Minsk, Belarus (9-25 May).

Joining the Official Sponsor group, Actavis will receive a comprehensive rights package that includes exposure across all 64 games. Specifically, the package provides perimeter advertising in camera view, brand exposure on the official event homepage and in all print materials as well as attractive hospitality and promotional opportunities in and around the arenas.

Sponsorship involvement to strengthen brand identity

Taking advantage of the IIHF sponsorship opportunity was a strategic initiative of the brand, using the strength of the platform as a channel to advertise its newly introduced brand identity following a combination with the US pharmaceutical company Watson. ISA International Sports Agency, Buchs/Switzerland, brokered the sponsorship on behalf of Actavis.

Lars Ramneborn, Senior Vice President Europe of Actavis, said: The rise in viewing figures and transmission time have convinced us that the IIHF Ice Hockey World Championship is an effective way of presenting our new brand identity to a large public with an excellent price-performance ratio and in a way that focuses on our target markets.

Cumulative audience increasing year by year

The appeal of the IIHF sponsorship platform is enhanced year on year, with Infront and the IIHF continuously exceeding previous benchmarks. In 2012, coverage was transmitted not only in established ice hockey nations, but also in new regions that all further extend the reach of the sport. In total, over 4,500 hours were broadcast into 114 countries, gauging a cumulative audience of more than 900 million around the globe.

Actavis will join long-term partner koda (car manufacturer) as the Official Main Sponsor alongside other Official Sponsors that include high profile companies such as Beiersdorf (Nivea for Men, face care), Henkel (Adhesives), Kyocera (document solutions), MegaFon (Russia's leading mobile operator), Nike (sports apparel), Ochota (Heineken Group, beer), Raiffeisen Bank International (banking), Tissot (watches and timing) and Zepter (consumer goods distributor) many of them being involved for 10 years or more.

Bruno Marty, Infront's Executive Director Winter Sports, said: As the biggest annual winter sports event worldwide, the IIHF Ice Hockey World Championship provides the perfect environment for brands from all industries to connect to their target groups and raise awareness of their profile on a global level. The extensive television outreach, coupled with brand integration in and around the ice rink right at the heart of the action, provides wide spread impact and results.

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