04/26/2007, Düsseldorf / Germany


Henkel Sponsors Ice Hockey World Cup in Russia

Calls of “Shaibu, Shaibu!” in Moscow – with Henkel among the supporters

When a goal is scored in ice hockey, the Russian shout is “Schaibu, Schaibu!”. And as from tomorrow, Russian fans will be getting plenty of opportunity to exercise their lungs as the 2007 Ice Hockey World Cup gets underway in Moscow. Taking part for the first time is Henkel – as an official sponsor of the “IIHF World Championship”. In Henkel’s sponsoring activities, the focus is very much on global interest. The World Ice Hockey Championship in Russia is a perfect example of such internationality with 16 national teams meeting head-on in Russia’s capital, keenly watched by around 700 million viewers throughout the world.

When the first face-off takes place tomorrow to set the IIHF World Championship in motion, Henkel will also be there on the ice: with hoardings advertising the Henkel corporate brand and also the product brands Ceresit and Persil. This sponsorship is an extension of Henkel’s corporate strategy focusing on high-caliber, international events.

From April 27 to May 13, ace ice skaters representing 16 national teams will be facing each other as they play out the 56 top-notch matches scheduled to culminate in the coronation of this year’s world champions. The games are to be played in two arenas in Moscow and Mytischi.

Since the 1980 Olympic Games, the World Ice Hockey Championship is the biggest sports event to take place in Russia, and for this reason of particular interest to Henkel. Russia counts among the growth markets on which Henkel is especially focused.

The Championship will provide Henkel as an official sponsor with a wide audience in over 50 different countries: more than 700 million people will be watching TV as the excitement unfolds.

For many years now, Henkel has been involved in a range of sports events at national and international level. The manufacturer of branded consumer goods is also a sponsor of the DEG Metro Stars in Germany’s top ice hockey league, a club that it has been supporting now for 12 years. And Henkel is involved in more local activities in the Düsseldorf area of Germany, sponsoring for example the Henkel Race Day, and specifically the “Preis der Diana” (German Oaks), as well as the Tennis World Team Cup. Other international sports events that this brand marketer has put its name to include the World Handball Championship and the Beach Volley Ball Grand Slam Tournament in Paris (France) and Klagenfurt (Austria), as well as the sponsorship of the Vodafone McLaren Mercedes Team in Formula 1.