With the 2026 IIHF Ice Hockey World Championship about to begin, SWISS has launched an extensive campaign promoting its role as official airline of both the Swiss hockey team and this year’s Switzerland-hosted world championship event. Through its impactful ‘Coming home’ film and its ‘SWISS ice scratch’ interactive fan feature, SWISS is helping to transform all the sporting excitement into digital adventures and bring the whole hockey experience to fans nationwide.
In Switzerland, ice hockey is more than a sport. It’s a passion and a pride that sets pulses racing. This year, the annual IIHF Ice Hockey World Championship returns to Swiss soil. For many top Swiss hockey players around the world, this is a very special occasion – an opportunity to come home to where their career began, to families sitting in the stands and to a whole nation roaring them on. An occasion that deserves to be celebrated, and not just from the sidelines.
That’s why, with its new ‘Coming home’ film campaign, Swiss International Air Lines (SWISS) is putting the spotlight on the emotional dimension to this professional sport. Many Swiss hockey players dream of pursuing a top career far from home, and in North America in particular. And SWISS’s moving film accompanies a number of talented young Swiss players on their journey, and illustrates why they’ll be returning to their home country this year for this very special event.
The new SWISS campaign will run on TV, digital channels and social media from 11 to 31 May. The story will be further expanded by SWISS’s cabin personnel providing additional insights and perspectives. And the film will also be viewable by international audiences, not least via prominently placed LED cubes at the championship venues.
‘SWISS ice scratch’: real-time interaction
SWISS will also be bringing all the ice hockey action right into fans’ homes, thanks to its ‘SWISS ice scratch’ feature. The digital promotion launches on 11 May, and will continue for as long as the Swiss national hockey team remains in the tournament.
At the heart of the ‘SWISS ice scratch’ is an interactive prize game that is centered on the world’s biggest scratchcard – the hockey rink. Fans can use a special web app to select their favorite Swiss hockey star, who will then virtually scratch away the ice: the player’s movements during the game will be tracked live and translated onto the fan’s personalized scratchcard. Anyone who manages to reveal three SWISS logos on their virtual card will win a flight voucher worth CHF 1,000. A voucher worth CHF 10,000 can be won in a prize draw at the end of the tournament.
The ‘SWISS ice scratch’ feature will be further promoted by Swiss hockey stars Roman Josi, Nico Hischier or Timo Meier in a series of fun videos on social media and digital channels.
“This Ice Hockey World Championship gives us a unique stage to spotlight our long-standing commitment to Swiss ice hockey,” says SWISS Head of Marketing Stefan Vasic. “As a partner to both the Swiss national team and this landmark event, we’re telling an emotional story and tying it to our role as an ambassador for Switzerland. And with our ‘SWISS ice scratch’ we’re offering fans an experience that goes well beyond watching the game – actively involving them, and utilizing all the energy of this Ice Hockey World Championship to generate even more emotions countrywide.”
Fan villages in Zurich and Fribourg
SWISS will be well prominent at the two tournament venues, too. The airline will have a strong presence in the official Zurich and Fribourg fan villages, where it will offer a range of interactive activities and giving fans the chance to win a SWISS goodie.
SWISS will also be offering further prize draws of tickets for the tournament’s games via its own channels, giving fans yet another opportunity to play their full part in this championship event.
Swiss International Air Lines (SWISS) is Switzerland’s leading air carrier. With one of Europe’s most advanced aircraft fleets, SWISS is a premium airline that provides direct flights from Zurich and Geneva to keep Switzerland connected with Europe and the world. Its SWISS WorldCargo division offers an extensive range of airport-to-airport airfreight services for high-value, time-critical and care-intensive consignments. SWISS embodies Switzerland’s traditional values and is dedicated to delivering the highest product and service quality. The company has also set itself ambitious carbon reduction objectives, with a particular focus on promoting the use of sustainable aviation fuels. SWISS is part of the Lufthansa Group, and is also a member of Star Alliance, the world’s biggest airline network.
