Swiss International Air Lines (Swiss) is supporting the 2026 IIHF Ice Hockey World Championship, which will be held in Switzerland, with a large-scale advertising campaign. As the official airline of the tournament and a partner of the Swiss national team, the company is relying on a combination of emotional storytelling and interactive digital campaigns.
At the heart of the campaign is the film “Coming Home,” which highlights the careers of talented Swiss ice hockey players who have made it to the top of the world rankings in North America and are now returning to Switzerland for the home tournament. The film will be shown on traditional TV channels, digital media, and on LED screens in the stadiums in Zurich and Fribourg.
In addition to visual communication, the airline is leveraging the technological connectivity of fans through the “Swiss Ice Scratch” promotion. This is a web app that transforms the ice rink into a virtual scratch-off ticket. A special feature of this campaign is the live tracking of the national team players: the movements of professionals like Roman Josi or Nico Hischier on the ice determine in real time which squares on the participants’ digital tickets are revealed. Flight vouchers worth several thousand Swiss francs serve as an incentive. This form of gamification aims to strengthen the bond between the brand and sports enthusiasts throughout the tournament.
The commitment is complemented by a physical presence in the official fan villages at the tournament venues in Zurich and Fribourg. There, the airline acts as host and offers visitors interactive activities off the ice. According to Swiss’s marketing management, the tournament serves as an ideal platform to underscore the airline’s role as a national ambassador. Industry analyses show that such sports sponsorship mandates are strategically important for airlines to strengthen their identification with their home market and maximize brand presence at major international events in a highly competitive market environment.
The 2026 World Championship will take place in Switzerland from May 15 to 31, with the Swiss Life Arena in Zurich and the BCF Arena in Fribourg serving as venues. For Swiss, the partnership is part of a long-term strategy in Swiss sports, which already includes commitments to skiing and the football association. By integrating NHL stars into social media and short videos, the company aims to reach a younger, digitally savvy audience. Experts point out that combining physical experiences in the stadiums with personalized digital content reflects the current trend in modern sports marketing.