The one-third breaks of the Spengler Cup in Davos reflect the change in today's major events - where in the past the ice machine on the natural ice field used to cultivate ice could be seen in the still image on TV, today game analyses and valuable advertising blocks are broadcast. However, the break has not only changed for the television viewers, but also in the ice stadium itself where the attention of the fan animation is focused on the sponsoring partners by means of marketing.
Together with sportsanalytics, Fanpictor AG organizes the sponsoring and fan activation concept for the Spengler Cup in Davos. Students of the sports management course at the HTW Chur under the supervision of Jon Andrea Schocher were involved in the operational implementation of the break game, the fan claps and the voting. Through this practical application, new forms of communication for sponsoring partners are getting to know better, in addition to various insights into the entire organization of a major event.
Digitization has also found its way into animation. The Spengler Cup App on the smartphone controls the opening of the light show in the stadium. For this purpose, the own smartphone is held in the direction of the playing field. All the smartphones together produce an impressive light show, controlled by inaudible sound sequences or matched to the music. A lucky winner is the last light left in the end - parallel to over 40,000 visitors who have installed the app on the smartphone.
During the third ice break, the break game l, 2 or 3, which is presented by presenting partners, the sponsors, takes place. A total of six participants are allowed on the holy ice to take part in the competition and win attractive prizes. Here too, the app controls the random participants. All those who are not among the six participants can play « l, 2 or 3» directly in the Spengler Cup App.
The unforgettable involvement in the marketing of fan animation and the look behind the scenes of the Spengler Cup will be remembered by the students of the Bachelor's course in Sport Management at the HTW; but also the hard work of distributing 7080 fan patches in the sold-out stadium. A practical insight into marketing, technology, sponsoring, fan behavior and organization - not least the chance to make new contacts in sports management and expand your personal network.
