Pre-owned car dealer Autodraft partnered four ice hockey games around the turn of 2025 and 2026 – two HC Motor České Budějovice games and two HC Vítkovice Ridera games. Instead of just a logo on the boards, we turned the partnership into a programme fans actually experienced in the arena: cars on the ice, MC segments, caps with the club logo, big-screen spots and social content.
- /01Partnership strategyHow to bring the brand into the game as part of the experience, not an interruption.
- /02Cars on the iceFour wrapped cars on the ice, permits with the arena and coordination to the game schedule.
- /03MC and scriptAn on-ice MC and short segments that fitted the hockey night.
- /04Caps and leafletsUp to 500 caps per game with the club logo and Autodraft branding, plus leaflets handed out by hostesses.
- /05Big-screen and OnePlay spots15s and 30s spots for intermissions on the arena big screen and a spot for OnePlay broadcasts.
- /06Social media contentShort videos from the stands, an aftermovie and photo coverage for the brand’s ongoing communication.
Why a logo on the boards isn’t enough
A match partnership gives a brand space you can’t buy elsewhere: thousands of fans in one place, intermissions, the big screen above the ice and the broadcast. Most partners, though, stop at a logo and a single PA announcement. That kind of advertising easily blends in with everything else on the boards, because it never becomes part of the game.
With Autodraft we therefore started with how to speak to fans: what happens on the ice, what the big screen shows, what people take home and what ends up on social media. Each part fed the next – the in-arena activation produced content the brand kept using after the games.
Cars on the ice
The centrepiece was a car display right on the ice between periods. Autodraft brought four cars; we produced magnetic wraps and branding so the brand was visible from every stand, and handled logistics and permits with the arena, security and the game production team. During the game we coordinated the cars’ movement on the ice to the exact schedule.
MC and programme
The on-ice programme was hosted by an MC we booked and scripted for each segment. The scripts were short and hockey-flavoured, so the brand came across naturally without holding up the game.
Caps, leaflets and hostesses
Fans like to take home something that reminds them of the game. For the games we produced up to 500 caps per match with the home club’s logo plus an Autodraft tag and embroidery – putting the brand into fan merch people actually wear. Leaflets presenting Autodraft’s services completed the set, and our hostess team handled distribution.
Big screen, OnePlay and social media
For the arena big screen we shot 15- and 30-second spots for the intermissions, plus another spot for sports broadcasts on OnePlay. From every game we also brought back short videos for Autodraft’s social channels – fan reactions, interviews, challenges – and an aftermovie with photo coverage.
What to think about when activating a match partnership
- Agree things with the club early. What can go on the ice, when and for how long depends on the game schedule and the club’s production.
- Plan for permits. Driving cars onto the ice has to be cleared with the arena and security.
- Write for fans, not for the brand. Short segments with hockey humour work better than a read-out ad.
- Give people something to take home. Merch with the club logo keeps being worn after the game – with the partner’s brand on it.
- Film on the spot. One game can supply weeks of content if a crew is there.
Who was behind it
Autodraft is a client of our sister agency ShortPRO, which has long run its social media and performance ads on Meta, TikTok, Google and Seznam. Thanks to the experience and work with clubs, federations and sports events we have at JANDASPORT, we knew how to shape the activation so it fitted a hockey night – which is why we got involved too. For the production side of the project, see ShortPRO’s case study (in Czech).
Frequently asked questions
What is a sports partnership activation?
A programme through which a club or match partner brings its brand into the fan experience – for example an on-ice display, a contest, merch or content from the game. It complements classic logo and advertising visibility in the arena.
Can you put cars on the ice during a hockey game?
Yes, between periods. It has to be agreed in advance with the club, the arena and security, and timed precisely to the game schedule. That’s how we presented four cars for Autodraft.
Who delivered the Autodraft activation?
The sister agencies ShortPRO and JANDASPORT. Autodraft is a ShortPRO client; JANDASPORT got involved with its experience of working with clubs, federations and sports events.
