WHEN A SMALL BRAND REACHES HALF THE NATION: WHAT DID THE TEST OF THREE CAMPAIGNS FROM THE ICE HOCKEY WORLD CHAMPIONSHIPS REVEAL?

10. 6. 2026 The research agency Behavio tested three ad campaigns that ran during the 2026 World Cup to find out what viewers actually took away from the adverts.

PRIMA TV TO TAKE ‘POLDA’ AND ‘POLABÍ’ OFF THE AIR DURING THE ICE HOCKEY WORLD CHAMPIONSHIPS

15. 5. 2026 Prima TV is adjusting its evening schedule to accommodate the ice hockey world championship. Films will be replaced by the series Polda and Polabí.

STADIUMS AS SUMMER ADVERTISING LABS. THE IMPACT OF MEGA SPORTS EVENTS ON BRAND MARKETING

29. 8. 2025 The biggest summer sporting events are not just competitions for trophies. There are also moments when advertising becomes a pop culture event. Wimbledon, the Tour de France, the US Open, the EURO and Formula 1 are not only the highlights of the sporting season but also comprehensive advertising laboratories. Each of these events offers a completely different media space – from the aristocratic minimalism of Wimbledon to the pop culture spectacle of the US Open to the technology-oriented branding of Formula 1. The common denominator is the effort of brands to achieve deeper audience engagement through new formats, digitalisation and personalised experiences. It is no longer just about reaching an audience – the goal is to create a cultural moment that resonates across channels, generations and markets. The Tour de France and the power of film aesthetics For many years, the Tour de France has rightly maintained its reputation as the largest and most-watched cycling race in the world. This Grand Tour, which takes place every July, is not only a sporting event but also a global advertising platform where many brands test the effectiveness of innovative formats. Live broadcasts of the Tour are provided by more than a hundred television stations in over 190 countries around the world, with a cumulative audience of over 3.5 billion viewers. The individual stages are filmed from the air, from motorcycles and from stationary cameras, making the Tour an ideal space for advertising and product placement. The race thus boasts a distinctive cinematic aesthetic.

MORE THAN TWO-THIRDS OF CZECHS PLAN TO WATCH THE ICE HOCKEY CHAMPIONSHIPS

9. 5. 2025 68% of Czechs will not miss the upcoming Ice Hockey World Championships.

HOCKEY FANS ARE CHANGING, GAMES ARE BEING WATCHED MORE AS A FAMILY

3. 12. 2024 Watching ice hockey is more of a family affair, with up to 65% of women cheering on their partners, opening up new communication opportunities for brands.

LIVE SPORTS BROADCASTS ATTRACT MILLIONS OF VIEWERS WORLDWIDE. THE GLOBAL POPULARITY OF ICE HOCKEY PRESENTS AN AMAZING ADVERTISING OPPORTUNITY

23. 5. 2024 Advertising on sports TV channels or at key events allows companies to hand their brand to a huge number of viewers on a silver platter. In addition, advertisers can be sure that ad spots will be seen by viewers who are enthusiastic and engaged with the content, reducing the likelihood of skipping or ignoring ads. Social identity Sports fans are highly engaged viewers – and this is especially true for live broadcasts. But when it comes to major sporting events, even those who normally don’t enjoy sports can’t take their eyes off the screen. During a major sporting event, such as the current World Ice Hockey Championship, the whole nation becomes a sports fan. Watching sport in large numbers creates a sense of community – and this group experience tends to be a unique experience that fulfils a deep-seated human need for belonging.

CZECHS HAVE ICE HOCKEY IN THEIR DNA. MILLIONS OF PEOPLE WATCH THE GAMES, ADVERTISERS ARE REAPING THE BENEFITS

16. 5. 2024 The moments when the heart of the Czech nation beats to the rhythm of the chants of the fans in the stands and the eyes cannot tear themselves away from the puck sliding down the ice are extremely emotional and unforgettable. The cries of “Goal!” rock the windowpanes in towns and villages, especially when it is the World Championship. Czechs have simply had ice hockey in their DNA since the beginning of the last century. Anyone who doesn’t have the opportunity to attend the games live is usually glued to the TV screen. It is no wonder that on every major hockey occasion, such as the ongoing World Championship, loads of hockey-themed advertisements pop up.

THE ICE HOCKEY WORLD CHAMPIONSHIP WILL BE ACCOMPANIED BY HOCKEY PLAYLISTS!

10. 5. 2024 The IIHF Ice Hockey World Championship is approaching and ÓČKO has prepared a special activity for the occasion. The World Championship will be accompanied by HOCKEY PLAYLISTS on Óčko!