At the moment of triumph, when the puck flies through the goal line and the stadium explodes in euphoria, we are not alone. Our joy is mixed with the joy of those around us, whether they are family members sharing the sporting experience with us on TV screens or strangers sitting around us in the stands. It is a moment when all Czechs are a concordant community of passionate souls united by the spirit of hockey. Czechs and ice hockey just belong together.
History of Czech ice hockey
Actually, no wonder. Even at the beginning of the last century, at least five teams played hockey in Prague regularly. The first match when Slavia Praha defeated Bruslařský závodní klub 11:4 was reported in the press on 6 January 1901. The Czech Hockey Association was officially established on 19 November 1908. Czech hockey experienced ups and downs, victories, and tragic events for decades.
And then came an amazing period of Czech hockey. The harbinger of it all was the victory in the World Championship in Vienna in 1996. The generation of players around Robert Reichl, Pavel Patera, David Výborný, and Martin Ručinský won gold at the world championships five times in total. The most valuable triumph, however, came at the 1998 Olympics in Nagano. Jaromír Jágr and goalie Dominik Hašek were among the team’s stars. Of course, they also appeared in TV commercials as celebrities:
Video: Viadrus boiler advertisement with Jaromír Jágr
Jágr appeared in advertising more than once. As early as 1995, he promoted the Olpran bicycle and in 1998 he praised the American chewing gum and he recommended the television competition Bingo, saying that you can be rolling in money if you win. Dominik Hašek starred in an advertisement for the energy drink Excalibur (1997), for his brand of drinks, Smarty, or for Mastercard.
Hockey and national pride
The Olympic tournament in Nagano paralysed the whole country. Due to the time shift, people were late for work, restaurants and bars were packed from the morning, schools were watching TV instead of classes, and crowds of fans greeted the “golden boys” upon their return. It all culminated in a celebration in the Old Town Square. The Olympic triumph awakened national pride and gave the hockey players unprecedented confidence.
Nagano became a highlight and a symbol of the golden age of Czech hockey. Between 1999 and 2001, the Czechs won the World Championship three times in a row. Before them, only Canada and the USSR had done it. The golden hat-trick was followed by the titles from the 2005 and 2010 championships. Czech hockey players have proven many times that they are among the world’s top players and hockey is rightfully one of the most popular national sports among the Czech public.
Being glued to a TV screen
The popularity of sports programmes among the Czechs is also evident from statistics ratings. Of the total time that Czech viewers aged 15-69 spend in front of the TV screen, 5% is devoted to sports programmes. With one single exception, this figure has been stable over the long term. In 2020, the global COVID-19 pandemic broke out and many sporting events were cancelled or postponed. As a result, the share of sports programmes in total viewing time fell to 3%.
According to data, the TV audience for sports channels is predominantly male, aged 25-54. Moreover, these men often have higher incomes and live in larger cities. For advertisers trying to target this specific demographic, such as betting companies, car manufacturers, or the online gaming industry, pay-TV sports channels are indeed attractive.
According to data from operators O2 TV and Telly, the average Czech consumes six hours of sport per month, or 1.5 hours per week, which is roughly equivalent to one football or hockey match. Traditionally, May is the peak month for sports viewing. In the month when the Ice Hockey World Championship takes place and most sporting competitions peak, the weekly viewing time for sports content on TV increases up to four times. Fans watch attractive sports broadcasts mostly live, regardless of the time of broadcast.
Hockey and TV advertising
This year’s World Championship is no exception. For example, the Czech Republic-Norway game was watched by 1.5 million viewers aged 15+, and the match against the Swiss by 1.8 million viewers, according to ATO Nielsen data.
Brands that bet on the World Championship and the Czech audience’s passion for hockey could not have gone wrong. Let’s take a look at some of the ads from the Czech hockey team’s partners.
Škoda Auto - Home hockey ride
Škoda Auto has introduced a new generation of the Superb and Kodiaq models as part of its “Home Hockey Ride” campaign. David Böhm, creative director at Etnetera Motion, the company behind the campaign, commented: "This year’s spots are imbued with a film-like visual style, mystery, and suspense, setting them apart from past campaigns. In the three stories, we follow a hockey player, a commentator, and fans as they get into their hockey roles through home hockey symbols - Bob and Bobek."
Video: Škoda Auto - Hockey player
Tesco - We live hockey
Tesco is offering customers a unique opportunity to be part of the great hockey adventure with the Clubcard. "In the campaign, we are connecting the passion for hockey with shopping at Tesco," said Zuzana Grinčová, Marketing Director of Tesco Czech Republic:
Video: Tesco - We live hockey
Coca-Cola - Cheering together
With its #CheeringTogether campaign launched on the occasion of this year’s Ice Hockey World Championship, Coca-Cola wants to highlight the diversity in sport that enriches team spirit and brings new perspectives. Another goal of the beverage giant is to connect athletes with fans. This is Coca-Cola’s biggest hockey campaign to date. It will link up with the Dobrogóly project, in which it will support the Czech para-hockey team with CZK 500,000.
Video: Coca-Cola - Ice Hockey World Championship
Komerční banka - Bonus for new clients
Komerční banka created a hockey campaign with Cameron Hughes, who focuses on working with sports fans. “Komerční banka has long supported Czech hockey. The world of banking has a lot in common with this sport. In both cases, it is about fair play and teamwork, and also passion and enthusiasm for the cause. That’s why when we were looking for the face of our campaign last year, Cameron Hughes was the obvious choice. It’s amazing how passionate he can be about getting the whole stadium cheering together on the road to victory. We also appreciate Cameron’s reach beyond the world of sport, as his positive energy can be transferred into everyday life and support the determination of those around him,” says Hana Kovářová, Executive Director for Brand Strategy and Communication at Komerční banka.
Video: Komerční banka - Bonus 2000 for new clients
Tipsport - David Pastrňák wears Tipsport jacket
The Tipsport bookmaker bets on the World Championship on the personality of David Pastrňák nicknamed Pasta and his jacket. “The Pasta jacket is an exclusive limited edition designed for David Pastrňák and everyone who will be living hockey in May. Get yours in a limited drop and be ready for the championship like never before,” reads the campaign message.
Video: Tipsport - Be ready!
Generali Česká pojišt'ovna
The partners of the national team include Generali Česká pojišt'ovna, which says in its campaign that it has the back of both Czech hockey and the insurer’s clients:
Video:GČP - We have your back
Sources: ceskyhokej.cz, i60.cz, mediaguru.cz, idnes.cz
