Global sports marketing agency Infront has secured several new sponsors and an enhanced virtual advertising presence for the 2024 IIHF Ice Hockey World Championship that begins today.

New partnerships have been agreed with supermarket chain Tesco, snack company Pringles, home improvement and gardening company Bauhaus, sports hydration brand PLYRS, and construction firm Viamont.

They join official main sponsor Skoda, AJ, Liqui Moly, NIKE, Patron, Raiffeissen Bank International, Strauss, Tipsport, and Tissot as partners of the annual event.

The deals were brokered by Infront, the exclusive marketing partner of the IIHF Ice Hockey World Championship.

Selected markets will also feature virtual advertising, provided by UK technology company Supponor.

The 2024 IIHF Ice Hockey World Championship, taking place in Prague and Ostrava in the Czech Republic, will be broadcast across 104 territories by almost 90 media partners.

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Bruno Marty, senior vice president of ProSports at Infront, said: “This edition of the event is poised to set a new standard in global sports broadcasting and sponsor engagement.

“With an extensive network of media partners and innovative technology, it will deliver unparalleled visibility for our sponsors globally.

“This level of exposure, combined with the introduction of dynamic new partnerships, underscores our commitment to driving value and connecting brands with fans worldwide in an effective and efficient manner.”

The tournament will conclude on May 26.