Observed Signal · Oct 6, 2026 · Market Signal · Source: Infront Sports & Media · Impact: 2/5
Uganda Tourism Board partners with Champions Hockey League
One-year strategic partnership will use the reach of European club ice hockey to showcase Uganda’s tourism offering across Switzerland.
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Recent verified developments and strategic activity across this market segment.
Newhome Real Estate Portal Partners with SC Bern
The Swiss real estate portal Newhome has announced a partnership with the ice hockey club SC Bern, becoming an official partner starting from the 2026/27 season. The brand will be visible on the ice, particularly in the face-off circle, on the LED ring of the PostFinance Arena, as well as on SC Bern's social media channels. The partnership also includes hospitality services. Both parties emphasize shared values such as regional roots, reliability, and local engagement. The collaboration aims to strengthen Newhome's regional presence and support a deeply rooted local club.
Swiss launches World Championship campaign with NHL stars
Swiss, the official airline of the Swiss national ice‑hockey team, launched a sponsorship advertising campaign for the 2026 Ice Hockey World Championship. The film, running 11–31 May 2026 under the claim "The home advantage begins with the home flight," features Swiss NHL players Roman Josi, Nino Niederreiter, Timo Meier and Nico Hischier. The campaign was developed by Thjnk Zürich, directed by the duo Salsa and produced by Czar Film AG. Musically it uses an orchestral interpretation of David Bowie’s "Heroes" performed by Peter Gabriel. The spot will run on TV, digital channels, social media and on LED cubes inside World Championship stadiums. Detailed production and agency credits and Swiss marketing project leads are listed in the announcement.
Swiss launches live digital scratch-card fan campaign
Thjnk created a live interactive fan promotion called "Swiss Eisrubbeln" for airline Swiss at the IIHF Ice Hockey World Championship in Switzerland. Users pick a Swiss national player in a web application whose real-time on-ice movements are tracked and mapped to a personalized digital scratch-card; revealing three Swiss logos wins a flight voucher. The web application was developed with W3 digital brands GmbH. The promotion, part of Swiss’s tournament sponsorship, launched on 11 May 2026 and is promoted across social and digital channels with contributions from national players including Roman Josi, Nino Niederreiter, Andrea Glauser and Nico Hischier. The activation runs while Switzerland remains in the World Championship.
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