No, it’s not like the current Extraliga champion doesn’t have partners. “But we have been working with them for a long time in this regard. It was a long shot, but both parties finally understood the benefits of this step,” explains Ocelarů executive director Marek Chmiel.
The ice in Třinec is thus “decorated” only with the logos of the sponsors of the competition and the general partners of the club. The central circle is dominated by a red dragon in the coat of arms of the Steelers. The rest of the rink has been lit up bright white since 2009, so the puck is not lost on players or spectators. “We want the home ice rink to be nice, clean and not cluttered with colorful advertisements. We also pay a lot of attention to the appearance of our jerseys. We believe that it pays off, we have long-term great feedback,” Chmiel boasts.
Sponsors’ advertisements are still present in the lobby. In the new Werk Arena, to which they moved before the 2014/2015 season, technological innovations in the form of digital scoreboards help the Slezan players.
“We use them as an innovative advertising space. The partners acknowledge that their advertising is not static, but as a moving and highly visible one, it attracts attention,” Chmiel described. “They are also excited about the clean pitch,” continued the executive director, who has been with the club since 2006.
With the cleaned ice, the Steelers have inspired the overseas NHL and they themselves want to give impetus to other extra-league clubs. “We would like to push them, but we understand the complexity of the situation and the demands of the sponsors of the clubs in question, who put their money into hockey. We can imagine that some partners don’t want to hear that,” Chmiel said.
While in some stadiums advertising is approached with sensitivity, for example in Pardubice, České Budějovice or Sparta there are also distinctive logos with a colored background. “In Pardubice, it is not possible to follow the same path as Třinec. We have to give the sponsors the surface, there is no other option,” explained Dynamo owner Petr Dědek.
“In the future, our goal is to reduce the number of advertisements. But if we only wanted big sponsors, we would have to get more money for television and marketing rights,” claimed Dědek.
The chances that the ice of the highest Czech competition will return from most colors in the coming years are not great. Perhaps, however, at least some clubs are inspired by the Třinec way. “It requires investing time in work and communication with partners. Then it’s real,” added Chmiel.
2023-09-23 19:33:27
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