Advertising

171.1General

171.1.1All advertising in relation to the Championship shall be in accordance with the legislation of the Host Country. The Host shall inform the IIHF and the IIHF Commercial Partner of any such legislation.

171.1.2Advertising with political, racial or religious content as well as advertising of alcohol (except beer, alcopops or other spirits, specifically approved by the IIHF), tobacco and pornography are prohibited.

171.1.3Advertising of or affiliation with any organization or product which may reasonably be considered to involve moral and/or ethical issues, requires prior written approval by the IIHF. Moral or ethical issues may include, but are not limited to, using false statements, exaggerating the benefits of a certain product, discriminatory or offensive claims and/or images and smearing competitors.

171.1.4The Host ensures that there is no third-party advertising and/or promotion of any company, product or service that conflicts with the IIHF Supplier Pool members and Commercial Affiliates product and/or has not been approved by the IIHF or IIHF Commercial Partner, as applicable.

171.2Obligation to ensure the IIHF Commercial Partner Rights

171.1.1Each Host, in coordination with the IIHF and the IIHF Commercial Partner, shall take all necessary measures to minimize Ambush Marketing within the host country and use its best efforts to prevent Ambush Marketing of the Commercial Affiliates.

171.2.2The Host shall ensure that the field of vision of the public, the advertising or commercial displays of the Commercial Affiliates are not covered by any persons, objects, other construction, security personnel or any other staff or obscured in any manner and its visibility is not diminished in any way.

171.3Clean Venue Rule

171.3.1The Host shall ensure that any third-party branding, logos, displays, advertising and/or promotion, conflicting supplier branding, etc. from all game and practice arenas, facilities and all other areas to be used in relation to the Championship, including the outside security perimeter, Fan Zones, official parking spaces, external Championship facilities, etc. and conflicting with the commercial exclusivity of the Commercial Partner is removed or covered five (5) days prior to the beginning of the Championship or as soon as the first participating teams officially start using the Championship facilities.

171.3.2The Clean Venue Rule includes, but is not limited to:

a.Jerseys of retired players;

b.Club, arena or city logos, including existing or mobile interview backdrops;

c.Netting around the rink, which shall be in dark color; and

d.Ice resurfacing machines in the game and practice arenas, which shall be painted/covered in a single color.

171.3.3The only advertising visible should be that provided by the IIHF Commercial Partner and Commercial Affiliates.

171.3.4The manufacturer logo of the official timing clock, the video cube, etc. shall be covered on the respective items. Upon IIHF request, the whole clock needs to be covered.

171.1.2The logos of the manufacturer(s) of the goals, the security glass and the rink boards may be displayed on the respective items as customarily located, provided that they have a reasonable size and are not directly placed in TV camera view not impairing the rights of the Commercial Affiliates.

171.1.3The Host shall ensure that no media personnel, vendors, attendants or other persons working within or admitted to the arena(s) are displaying any advertising material unless approved by the IIHF and the IIHF Commercial Partner.

171.3.7The Host shall ensure that no products are used, distributed or placed at the Championship Venue except for the brands of the Commercial Affiliates and other products approved in writing by the IIHF in coordination with the IIHF Commercial Partner.

171.4Advertising Outside the Arenas and their Immediate Vicinity

171.4.1The Host shall make the area surrounding the Arenas (e.g., aerial advertising, arena walls, Fan Zone, etc.) available to the IIHF Commercial Partner free of charge. The Host shall also inform the IIHF Commercial Partner as soon as known and starting upon HCC signature about any third-party advertising positions in close proximity of the Championship Venues, in order to jointly and proactively prevent potential ambush activities for the time of the Championship.

171.4.2The Host shall receive at least three (3) months prior to the beginning of the Championship the list of Commercial Affiliates which are granted the exclusive association right to advertise at the Championship. Subject to Art. 22.12→ of this Event Code, further Commercial Affiliates can be added to this list closer to the Championship.

171.1.4Subject to Fan Zone rules as per Art. 22→ of this Event Code, the Host shall have the right to advertise within the sales counters of the food and beverage stands upon approval by the IIHF and the IIHF Commercial Partner.

171.5Advertising Inside the Arena(s)

171.1.5Any (rink-side) advertising and/or identifications, whether sound or visual, other than those placed by the IIHF Commercial Partner inside of the arenas are forbidden, unless permitted in each case by the IIHF and the IIHF Commercial Partner.

171.1.6The Host may be required to change the under-ice advertising up to three (3) times in each arena. The Host is responsible for the costs of the first installation and removal of under-ice advertising, while the second and third shall be paid for by the IIHF Commercial Partner (and requested with a 24h notice). The IIHF Commercial Partner, however, shall bear the costs for all advertising material.

171.5.3The whitening of the ice and the ice markings according to the IIHF Official Rule Book will be provided by the IIHF and shall be implemented at the expense of the Host.

171.1.7The IIHF may grant the IIHF Commercial Partner other advertising possibilities inside of the Arenas. The Host shall be informed in writing of any such decision accordingly.

171.6Public Area inside of the Arenas / Concessions / Franchise

171.1.8Subject to Art. 49→ of this Event Code, the IIHF Commercial Partner shall be provided with a sufficient amount of space in each Arena and the exclusive right for information and presentation stands of its Commercial Affiliates as well as related office and storage spaces.

171.6.2The Host shall ensure that the space determined by the Official Merchandiser for the exhibition and sales stands, office as well as storage facilities will be provided to the Official Merchandiser during the Championship.

171.7Installation and Removal of Advertising

171.7.1The Host shall prepare all spaces used for advertising during the Championship (e.g. rink boards, etc.) prior to the beginning of the Championship as per IIHF and IIHF Commercial Partner’s instructions.

171.1.9The installation, maintenance and removal of the IIHF Commercial Partner’s advertising during and after the Championship shall be handled by the IIHF Commercial Partner, including all costs connected thereto. For the avoidance of any doubt, this provision does not apply to the under-ice advertising as indicated under Art. 171.5.2→. of this Event Code.

171.7.3Advertising (board, under-ice-advertising, bench branding, etc.) shall be installed in the arenas according to the timeline agreed with the IIHF and IIHF Commercial Partner. Advertising maintenance/changing by the official installation partner will be ongoing on a game-by-game basis during the Championship.

171.8Arena Names

171.1.10Existing arena naming rights have to be neutralized during the Championship “campaign” according to the Marketing Guidelines unless otherwise agreed in writing with IIHF and the IIHF Commercial Partner.

171.8.2The Host shall prevent any third party, including all arena authorities and the owner/licensee of the arena naming rights and refrain from any activity which could promote an affiliation of the owner/licensee of the arena naming rights (the “Arena Naming Right Owner”) with the Championship as that activity may constitute ambush marketing.

171.8.3Any use of the arena name by the Host shall be in a neutral or generic way (i.e., by using in any written material a neutral font) to prevent in the best possible manner any affiliation of the owner/licensee of the arena naming rights with the Championship.

171.8.4In case of conflict between the product categories of the Arena Naming Right Owner and those of the Commercial Affiliates, the rights of the Commercial Affiliates shall prevail, and the logos and brand names of the Arena Naming Right Owner shall be covered and their use prevented.