Sports Sponsorship Study: Authenticity Trumps Advertising Pressure

Sports Sponsorship Study on the 2026 Ice Hockey World Championship

The 2026 IIHF Ice Hockey World Championship, held from May 15 to 31, was not only a sporting highlight for Switzerland—it also provided valuable insights for brand communication. As part of a sports sponsorship study, Omnicom Media Group Switzerland examined the sponsorship activities surrounding the tournament and arrived at a key finding: there is only a weak correlation between advertising exposure and brand image transfer. Authentic creativity and emotional relevance have a stronger impact.

The study is based on pre- and post-event surveys of the Swiss population and compares expectations with actual impressions—both regarding the event itself and the accompanying sponsorship initiatives.

From 67 to 85 percent: The event reached nearly all of Switzerland

Awareness of the World Cup rose from 67 to 85 percent, meaning nearly the entire population of Switzerland was aware of it. According to the study, the shift in participation is particularly noteworthy: Just one week before the tournament began, about one-third of those surveyed had no intention of watching a single game. As the tournament progressed, however, more than half of these skeptics were motivated to watch after all. By the end, only 13 percent had not watched a single game.

According to the study, this demonstrates the emotional power of a live event, which was further amplified by the Swiss national team’s success. The dramatic overtime final against Finland and the silver medal win moved the public beyond the traditional ice hockey fan base. Six out of ten respondents were pleased with the silver medal—the study notes: Switzerland won silver; it did not lose gold.

New Target Audiences Through Euphoria and Shared Experiences

The World Championship also engaged target groups that are not typically interested in ice hockey. According to the study, women and young people with little interest in ice hockey were swept up in the collective enthusiasm and shared experience. For brands, such an event thus offers a reach that extends far beyond the sport’s core target audience.

Marginal Utility of Advertising Budgets: Sports Sponsorship Study Debunks the "Presence" Logic

One of the key findings of the Sports Sponsorship Study concerns the so-called marginal utility of advertising budgets. While established top sponsors with a strong media presence are associated with the World Cup, the positive image transfer is subject to marginal utility, according to the press release. Conversely, brands with significantly less visibility could have achieved a strong positive image transfer—provided the fit between the brand and the theme was right.

The study's conclusion is clear: It's not just about the amount of exposure, but about the quality of the message, its emotional relevance, and how well it fits with the event.

Michael Selz, Managing Partner of Insights & Strategy at Omnicom Media Group Switzerland, summarizes: «The 2026 IIHF Ice Hockey World Championship has shown that major sporting events offer enormous potential for brand communication—but only if they are leveraged with authenticity, creative relevance, and an emotional understanding. The days when sponsorship budgets generated brand equity simply through presence alone are over.»

The full study, including detailed findings, is available. For more information about Omnicom Media Group Switzerland and its services in the areas of strategy, media planning, and research, please visit https://www.omnicommediagroup.ch.