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Infront adds German federation to 2017 Ice Hockey Worlds partnership

The Infront Sports & Media agency has announced it is to support both the German and French Ice Hockey Federations in their staging of the 2017 World Championships.

The German Ice Hockey Federation (DEB) and its French counterpart were awarded joint hosting rights to the event by the International Ice Hockey Federation (IIHF) during the global governing body's annual congress in 2013. Games are due to take place in the German city of Cologne and the French capital of Paris.

In a strategic partnership with the DEB, Infront has established a joint venture that will operate as the legal entity for the country's organising committee of the event. Infront will offer its experience and services in event organisation and planning, support national sponsorship efforts and cooperate in selected on-site operations.

DEB general secretary Franz Reindl has been appointed managing director of the new company. The board will comprise DEB president Uwe Harnos and two Infront representatives, executive director of winter sports Bruno Marty and director of winter sports Christoph Mauer.

“We already have strong proof for the joint impact and high-quality delivery of the DEB and Infront from staging the unforgotten 2010 edition of the tournament with its world spectator record at the opening game at Schalke,” Reindl said. “We look forward to building upon this success and make use of Infront’s in-depth understanding of all commercial and organisational aspects of the Ice Hockey World Championship.”

Yesterday (Tuesday), Infront also signed an advisory contract with the French Ice Hockey Federation (FFHG) to become the consulting and marketing partner of the local organising committee for the tournament, with the goal of further boosting the presence of ice hockey in France. The agency will consult the French organising committee in all aspects relating to promotion and marketing. Infront will also exclusively market hospitality packages for games taking place at the Bercy Aréna in Paris.

Marty added: “It is a challenge for each organising committee of a major and successful sports event, to tie into or even surpass the previous level of success. Through the joint venture with the DEB and the consultancy and marketing role for the FFHG, we will ensure that previous experience is carried forward and a premium event spurs the ice hockey fascination in both countries. Thereby, we are able to make commercial partners obtain a maximum on their investment.”