Release from 03.07.2020

A new era is beginning: bet-at-home ICE Hockey League

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The new identity of the international ice hockey league was unveiled on Saturday. Under the name bet-at-home ICE Hockey League a new era is beginning. In addition to the new name, the new logo in the form of a hexagonal ice crystal was published, which runs stringently through the newly created corporate identity. The new season is to begin on 25 September.

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During a live broadcast with the two TV partners Sky Sport Austria and PULS 24, the new ICE identity of the international ice hockey league was proudly presented by league managing director Christian Feichtinger and the planned start date of the new season was communicated.

"We have established ourselves as a top European league in recent years. It was our top priority to adequately present our international premium product externally through a new brand and a new image. The relaunch goes beyond a new logo and new advertising material. The ICE brand influences the entire identity behind which we stand united as a league, clubs and partners. We are already looking forward to the planned start of the season on 25 September. The latest positive signals from the government and the associated easing of regulations are strengthening our planning and preparation work," says bet-at-home ICE Hockey League Managing Director Christian Feichtinger.

Umbrella brand name - ICE
The new umbrella brand name is ICE. The name is program. Water freezes to hexagonal ice crystals - each corner of the ice crystal represents an important pillar of the umbrella brand ICE: Internationality, stability, development, sportiness, as well as European and digital premium product. Furthermore, ICE not only forms the acronym for the area covered - International Central European - but underlines the unifying element for our sport.

bet-at-home ICE Hockey League
From the 21st season after the new league was founded, the hockey league will be played under the name bet-at-home ICE Hockey League. As previously announced, the provider of online sports betting and online gaming and the league reached an agreement for the next three seasons with an option for two more seasons. The bet-at-home ICE Hockey League currently has 11 participants from four different countries.

„As name sponsor of the league, we succeed in clearly distinguishing the bet-at-home brand from the mass of advertising messages, getting through to the fans and thus taking up the sport of ice hockey throughout Austria. We are asking all parties involved, and especially the media, to transport the new league name accordingly and are looking forward to supporting the sport of ice hockey in the long term and developing it further together,“ explains Claus Retschitzegger, company spokesman of bet-at-home.

New corporate design
Besides the new name, the most visible change is the new logo and design system, which reflects a modern look and provides a visually uniform and integrative roof. The logo itself is a hexagonal crystal to match the umbrella brand name ICE. The individual letters within the crystal are also formed from six corners, each of which indicates the six brand characteristics.

New brand claim - "united by passion"
The unifying element for all stakeholders - league, clubs, partners, fans - is passion. Ice hockey connects - despite the rivalry on the ice, the same passion is shared and lived by the hockey family. This is illustrated by the new claim "united by passion", which also serves as the central league hashtag #unitedbypassion

New website and channels of the bet-at-home ICE Hockey League
The brand relaunch is rounded off by the new website http://ice.hockey which has been online since Saturday and has been adapted to the look and feel of the new identity.


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