Pilsner Urquell and Ice Hockey Are the Perfect Match

Attention all hockey fans... 

The IIHF Ice Hockey World Championship is being hosted by Czech Republic this year and Pilsner Urquell, the original pilsner beer, is the official sponsor. 

To celebrate this perfect match, Pilsner Urquell asked Purple Creative to create a campaign to appeal to the 700,000 supporters who’ll be flooding into Czechia from all over the globe. 

The aim is to encourage engagement and trial during their visit – and give them the best Czech experience while in the country. The key visual captured the Czech’s love of hockey and beer – two of the country’s greatest exports. A QR code takes them to a dedicated ‘survival guide’, listing tips for exploring and places to visit for perfect beer. Pilsner Urquell also has activations in and around the stadiums, like learning how to pour a glass the Czech way with foam, to let fans experience the fun side of the brand.  

“The two things we love more than anything in Czechia are beer and hockey. That’s why we’re really excited to immerse supporters in the best of Czech – and our campaign is a great opportunity to talk to a new audience in a relevant and meaningful way. The idea is we improve their trip and experience by helping them enjoy the iconic taste of Czech so they go home with great memories and a lifelong love of Pilsner Urquell.” said Anna-Marie Milerská, Pilsner Urquell global brand manager.

Pilsner Urquell have been involved with the national Czech hockey team for years – so becoming the official sponsor of the 2024 World Championship was a natural step. The tournament runs from the 10th–26th May 2024, with teams competing for the ultimate trophy in two Czech cities, Prague and Ostrava.    

“We’re proud to have worked on the Pislner Urquell brand for 10 years now – but never have we combined two national treasures in one campaign! It’s a campaign that shows Czech in the best light – perfect golden beer on an ice hockey puck coaster with an intriguing headline. They really do give a puck about beer!” said Steve Bewick, creative director. 

The campaign is now live throughout Czech Republic throughout the Championship and beyond.