In May 2026, the sports world will look to Switzerland: there will be fights for World Cup gold in Zurich and Fribourg. But behind the scenes it’s about much more than pucks and goals. Arena conversions, logistics and TV production cost millions. This mammoth project is financed by a complex network of loyal partners, the marketing agency Infront and an industry that is becoming increasingly influential in the background: iGaming.
The sponsors compared to previous football and handball World Cups
While FIFA relies on global tech giants and state-owned airlines for the World Cup, handball is often about the classic “doers” from medium-sized companies. Ice hockey, on the other hand, occupies a lucrative niche: the sport is lightning fast and attracts a technology-savvy, betting-friendly audience.
This is exactly where modern marketing comes into play. Even if the IIHF ensures maximum legal compliance at the World Cup, a look at the national leagues shows how the gaming provider Eurogrand is already closing gaps in sports financing in Austria and Europe. While global partners like Skoda dominate the boards, iGaming providers secure the financial basis of the sport through targeted commitment at club level.
Strategic investments: Why ice hockey and iGaming match
Gambling and ice hockey fit together perfectly economically. The fast pace of the game – goals, penalty times, power plays – literally invites real-time interactions. That’s why providers like to secure the leagues’ data rights. The clubs receive urgently needed capital, while the providers build a loyal target group in return.
Although no Eurogrand real money will officially flow directly into the IIHF coffers at the 2026 World Cup, the industry’s influence on professionalization is unmistakable. In neighboring countries such as Austria or Sweden, betting providers have been providing planning security for years. Sponsoring here has long since developed from a pure logo presence to a digital partnership.
Long-running favorite Skoda and Swiss financial strength
Despite the digital transformation, one constant remains: Skoda. The automaker has supported the World Cup continuously since 1993 – a world record in sports marketing. The strategy is simple but effective: the vehicles are prominently positioned in the corners of the stadium so that every hard check on the boards brings the logo into the TV picture. This is complemented by the official timekeeper Tissot, which massively increases its presence, especially at a home World Cup in Switzerland.
There is also the local Swiss component:
- Economic factor VIP: At the World Cup, Swiss heavyweights such as PostFinance and local banks are renting exclusive boxes.
- High margins: These business seats are the real source of returns. Without the money from the Swiss managers in the VIP rooms, a major event of this size could hardly be financed profitably.
Learn from professionals: The digital Eurogrand experience of the associations
Classic perimeter advertising is no longer enough to retain modern fans. Sports associations are now closely analyzing how the iGaming industry emotionalizes users. A typical Eurogrand experience teaches: If you want loyal customers, you need digital incentives.
VIP programs and bonus systems from the casino world are now copied one-to-one by ice hockey clubs for their season ticket holders. Sponsorship is moving from the stadium booklet to the smartphone app. Anyone who advertises in professional sports today no longer demands “watering can advertising”, but rather direct access to target group data and real-time statistics.
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