Project Description
The Victoria Cup is another of our original creations that features the Champions Hockey League winner (European club champion) against the National Hockey League (NHL) of North America in an annual showdown of East vs. West. The first two editions of the Victoria Cup have attracted worldwide attention and delivered excellent value to our sponsor and broadcast partners. In 2008 the NY Rangers narrowly defeated Metallurg Magnitogorsk of Russia in the final seconds and in 2009 defending CHL Champion Zürich Lions defeated the Chicago Blackhawks, marking the first NHL defeat to a European club in over 20 years in an official competition.
Case Study:
In 2008 the inaugural Victoria Cup was played between the Russian League champion club Mettallurg Magnitogorsk and the New York Rangers in Bern, Switzerland before a sold-out crowd of 16,000 fans. We helped create this new event utilizing some of our core competencies:
- Concept Development & Implementation
- Brand Development
- Sales & Marketing
- Event Management
In partnership with the IIHF & NHL, we developed, commercialised and delivered a class-leading event which was universally praised by the ice hockey community and the media. The Victoria Cup was a great success and has provided the sporting foundations for expanded head to head encounters between the best European and North American ice hockey clubs.
