Note: While I truly enjoy watching the highest tiers of professional ice hockey in Europe or North America, I also have a deep appreciation for the lower tiers, such as the Sky Swiss League in Switzerland. There’s something uniquely special about hockey at this foundational level. Maybe it’s the raw, unfiltered entertainment, the down-to-earth fan base, or the simple, family-friendly, and unpolished atmosphere. I’m not entirely sure.

That said, the Swiss Ice Hockey Federation (SIHF) has expressed its intention to reposition its second-tier competition, the Sky Swiss League. With that in mind, I thought conducting a high-level analysis would be a valuable exercise. So, here it is. And, by the way, a summarised version of this analysis is also available in a slideshow at the end of this piece. Enjoy!

1 Introduction

The Sky Swiss League, as Switzerland’s second-tier ice hockey competition (see swissleague.tv), faces various challenges in visibility and fan engagement when compared to the more prominent first-tier ice hockey competition in Switzerland, the National League (see nationalleague.ch). This disparity limits the Sky Swiss League media presence and affects its ability to attract sponsorships and cultivate a robust fan base (Karg et al., 2022). Despite its potential to serve as an incubator for emerging talent and a platform for community engagement (Andersen et al., 2015), the league’s current positioning falls short of these objectives. Repositioning the Sky Swiss League can enhance its media footprint, secure sponsorship opportunities, and enrich the fan experience (Richelieu & Pons, 2008), thereby ensuring its relevance and sustainability within Switzerland’s spectator sports landscape, and, hopefully, as an attractive ice hockey league in Europe for fans and players. 

This brief, high-level analysis is structured to address the factors necessary to reposition the Sky Swiss League effectively and improve its current standing. It begins with an analysis of the market dynamics, target audience, and current positioning of the league to identify gaps and opportunities. Next, it outlines strategic objectives that prioritize the enhancement of fan engagement, attracting sponsorships, and strengthening its role as a talent development platform. The analysis then focuses on actionable steps for implementation and monitoring, emphasizing measurable outcomes and ongoing evaluation. Finally, it delves into the importance of marketing and communication strategies, highlighting the role of possible campaigns and media engagement in reshaping the league’s identity and fostering a loyal fan base.

2 Market, target audience, and positioning

Analyzing the Sky Swiss League’s performance relative to other second-tier European hockey leagues, particularly in terms of attendance, provides valuable insights into its current standing and areas for improvement.

2.1 Comparison with other second-tier European leagues

According to the E.H.C. (2024), the Sky Swiss League ranks third in 2024 among second-tier ice hockey leagues in Europe with an average attendance of 1,666 spectators per game, up 4.0% from an average attendance of 1,602 spectators per game in 2023. This positions the league behind Germany’s Deutsche Eishockey Liga 2 (DEL2), which leads the list with an average of 3,154 spectators in 2024, up 29.42% from 2023, and Sweden’s HockeyAllsvenskan in close second place, with an average of 3,112 spectators, up 10.08% from 2023. Despite the Sky Swiss League’s growth, its increase in attendance lags most other second-tier leagues in the European Top 6 (see Figure 1). Adopting best practices from DEL2 and HockeyAllsvenskan could be beneficial, given the similarities in fan culture between Swiss audiences and those in Germany and Sweden (Weber et al., 2022). 

A disparity in fan engagement across the Sky Swiss League clubs can be noticed in 2024, with some teams achieving commendable attendance numbers, such as HC La Chaux-de-Fonds and EHC Visp who play in front of an average of 2,930 spectators, and 2,677 spectators respectively in 2024, while other clubs lag behind, as is the case for EHC Winterthur with an average attendance of 779 or Bellinzona Rockets with 141 spectators in average per game, for example. Addressing this inconsistency is crucial for the league’s overall growth and visibility.

The DEL2 excels in professional marketing, fostering strong connections with regional sponsors, and delivering an enhanced fan experience (Del-2.org, 2024). These strategies have helped boost attendance and engagement. Similarly, HockeyAllsvenskan leverages innovative social media tactics and emphasizes fan engagement. For instance, during the 2023-24 season, HockeyAllsvenskan created over 33,000 videos, with 92% produced automatically, leading to an 8.4% average social media engagement—the highest among similar sports organizations in Sweden (WSC Sports, 2024).

The Sky Swiss League can enhance its performance by adopting such best practices: implementing professional marketing strategies, strengthening ties with regional sponsors, enriching the fan experience, and utilizing innovative digital engagement methods. Additionally, focusing on local talent development can create a sustainable pipeline for the National League, ensuring long-term growth and competitiveness.

While the Sky Swiss League performs relatively well compared to other second-tier European leagues, there is potential to enhance its standing further. Strategies to boost attendance and fan engagement across all clubs could include targeted marketing campaigns, community outreach programs, and improving the overall game-day experience. By focusing on these areas, the league can work towards closing the gap with top-performing second-tier leagues and fostering a more robust fan base. 

2.2 Target audience: High- and low-identification fans

The target audience of the Sky Swiss League can be effectively segmented into high-identification and low-identification fans, with strategies tailored to each group’s unique needs and engagement patterns. High-identification fans, such as season ticket holders and members of organized fan clubs, exhibit strong emotional and cultural ties to their teams. These fans thrive on regional pride and a deep sense of community (Freeman, 2012). To strengthen this connection, the league can amplify culturally resonant traditions and rituals, such as pre-game ceremonies or community-focused events, which reinforce the shared identity and pride of the region.

Low-identification fans, including families and casual spectators, interact with the league sporadically and are often drawn to accessible, inclusive experiences. Creating family-friendly and entertainment-oriented environments can motivate these spectator segments to engage more with the product (Heere, 2016), be it by consuming digital content or attending games. The Sky Swiss League could develop initiatives like affordable family ticket packages, interactive matchday activities for children and parents, and digital engagement platforms showcasing the league’s regional significance and cultural roots. The integration of these approaches can foster a unified yet diverse fan base. 

2.3 Positioning

Based upon the elaboration above, the following positioning can be suggested for the Sky Swiss League:

2.3.1 Mission statement 

“To cultivate a competitive and entertaining ice hockey experience that develops talent, engages communities, and fosters a deep passion for the sport across Switzerland, while serving as a vital stepping stone for players, fans, and partners in the ice hockey ecosystem.”

2.3.2 Vision statement 

“To be the premier second-tier ice hockey league in Europe, renowned for nurturing future stars, delivering thrilling games, and uniting diverse Swiss regions through the shared love of ice hockey.”

3 Strategic objectives

The strategic objectives for the Sky Swiss League focus on enhancing its sporting appeal, expanding media and brand presence, improving fan engagement and matchday experiences, and promoting economic sustainability.

3.1 Enhance sporting appeal

To elevate its role in Swiss and international hockey, the Sky Swiss League should prioritize its potential as a springboard for emerging talent. Systematic talent development is important for creating a pipeline to elite-level hockey (Andersen et al., 2015). The positioning of the league as a critical stage for young players aiming to progress to the National League or international arenas, can cement the league’s reputation as a hub for nurturing excellence. Collaborating with the National League through player loan agreements can strengthen that strategy. Such arrangements provide young athletes with invaluable competitive experience (Andersen et al., 2015). Furthermore, the introduction of innovative playoff formats, such as wildcard entries or engaging in-game features, can heighten excitement and unpredictability, thereby boosting spectator interest. Creative tournament structures can reconfigure competitive dynamics and enhance fan engagement (Longley & Lacey, 2012).

3.2 Expand media and brand presence

A robust media strategy can foster the Sky Swiss League’s reach and appeal. Strengthening partnerships with broadcasters like Sky Switzerland can improve content accessibility and visibility, leveraging the power of streaming and television to attract a wider audience (Hagelgans, 2022). Moreover, a social media presence that engages a wide array of audiences should be developed (Chaffey & Smith, 2022). Platforms such as TikTok and Roblox allow for innovative storytelling about teams and players, fostering emotional connections and driving digital engagement (Tobaccowala, 2023). Exclusive content formats, such as behind-the-scenes footage, highlight reels, and player interviews, can provide fans with deeper insights into their favourite teams and players; by focusing on community-building narratives through various content categories, the league can strengthen loyalty and cultivate a sense of belonging among its audience (Mereu, 2024).

3.3 Improve fan engagement and matchday experience

The Sky Swiss League should enhance fan engagement by strengthening its connection to local communities, with local identity and regional pride being integral to building a loyal fan base (Freeman, 2012). Clubs should actively engage with their communities through outreach programs, local events, and partnerships with regional organizations. Matchday experiences should be reimagined to focus on event-driven themes. Initiatives such as themed matchdays, interactive fan zones, and multi-sensory entertainment can create unforgettable experiences for attendees (Mereu, 2025). Ticketing and pricing strategies, including family-friendly packages, match bundles, and promotional offers, can make games more accessible while incentivizing repeat attendance (Karg et al., 2022).

3.4 Promote economic sustainability

Economic sustainability is key to the league’s long-term success. Engaging regional sponsors through tailored partnership models can secure consistent funding while fostering mutually beneficial relationships (Karg et al., 2022). Expanding merchandise offerings via both online and offline channels, unified under a cohesive Sky Swiss League branding, can further diversify revenue streams and enhance brand visibility (Karg et al., 2022). Collaboration with municipalities and local businesses can provide additional financial support while strengthening ties to the community. Such partnerships are important for creating shared value, as they ensure the league’s economic and social impact is both meaningful and sustainable (Zagnoli & Radicchi, 2010).

The strategic objectives for the Sky Swiss League provide a roadmap to elevate its sporting appeal, expand media and brand presence, enhance fan engagement, and secure economic sustainability. The emphasis on talent development, innovative marketing, and community-centred initiatives can strengthen the league’s position in the competitive hockey landscape and ensure long-term success.

4 Implementation and monitoring

Effective implementation and monitoring are crucial for the Sky Swiss League to achieve its strategic objectives. A phased approach, aligned with the target audience’s adoption cycle, ensures structured progress while allowing flexibility for adjustments based on feedback and performance metrics (Batra & Keller, 2016).

4.1 Phases of implementation

A phased strategy is key to effectively embedding changes and achieving long-term objectives:

• Short-term – increase visibility: Focus on initiatives that immediately elevate the league’s profile. This could include ramping up partnerships with broadcasters and leveraging digital platforms for high-impact, attention-grabbing campaigns.
• Mid-term – grow fan base: Build loyalty and expand the audience by targeting both high- and low-identification fans with customized engagement strategies, such as interactive social media content or regional fan outreach programs.
• Long-term – strengthen economic sustainability: Develop deeper collaborations with sponsors and municipalities, and optimize merchandise offerings for stable revenue streams while ensuring scalability and adaptability.

4.2 Key performance indicators (KPIs)

Tracking KPIs allows the league to evaluate progress toward its goals and refine its strategy where needed. Suggested KPIs include:

• Attendance metrics: Measuring average game attendance growth and audience retention rates (Karg et al., 2022).
• Sponsorship revenue: Quantifying income from partnerships and analyzing season-over-season growth (Karg et al., 2022).
• Social media reach and engagement: Monitoring digital platform metrics like follower growth, engagement rates, and audience demographics to assess the impact of marketing efforts (Chaffey & Smith, 2022).
• Sporting success: Evaluating performance metrics such as the number of young players successfully transitioning to the National League or international stages (Andersen et al., 2015).

4.3 Regular assessment and strategic adjustments

Consistent monitoring and evaluation ensure that the league remains agile in addressing challenges and seizing opportunities. Chaffey and Smith (2017) advocate for a systematic approach that includes:

• Frequent reporting: For example, quarterly reviews of KPIs to gauge progress.
• Feedback integration: Leveraging fan and sponsor feedback to adjust engagement strategies.
• Iterative improvements: Using performance data to refine content, marketing tactics, and sponsorship approaches, ensuring alignment with evolving market trends and audience preferences.

By implementing these structured phases, leveraging clear KPIs, and adhering to a culture of continuous improvement, the Sky Swiss League can position itself as a dynamic and sustainable force in European ice hockey.

5 Marketing and Communication

A robust marketing and communication strategy is important for repositioning the Sky Swiss League as a vibrant and engaging competition. Emphasis should be given to fostering transparency, creating compelling campaigns, and involving fans in the transformation process. With that, the league can build trust, enhance visibility, and deepen connections with its audience.

5.1 Transparent communication

Transparency is foundational for building trust among stakeholders (Batra & Keller, 2016). The league should maintain an open dialogue with clubs, players, and fans to communicate its objectives, measures, and progress. Consistent messaging and clear communication ensures alignment and fosters stakeholder buy-in. Regular updates via newsletters, press releases, and social media platforms can serve as effective tools for keeping all parties informed and engaged.

5.2 Campaigns

Launching a well-crafted campaign can effectively position the Sky Swiss League in the public eye. Branding the league as the “Home of Future Stars” or “Next Level Hockey” highlights its role as a talent incubator and a dynamic platform for competitive play. The importance of cohesive, multi-channel campaigns that resonate with target audiences should be stressed (Chaffey & Smith, 2022). Digital platforms like TikTok, YouTube, and Instagram can amplify the league’s visibility among younger fans, while traditional media channels ensure outreach to broader demographics; storytelling, such as highlighting the journeys of emerging players, can further humanize the brand and strengthen emotional connections with fans (Mereu, 2024).

5.3 Engagement through surveys and feedback loops

Actively involving fans and spectators in the league’s transformation is key to fostering loyalty and ownership. Feedback loops, such as surveys and focus groups, allow fans to voice their opinions and feel included in the decision-making process. Integrating customer feedback improves stakeholder satisfaction and provides valuable insights for refining strategies (Chaffey & Smith, 2022). For example, surveys can identify areas for enhancing the matchday experience or improving digital content, ensuring that marketing efforts align with fan expectations.

With transparent communication, the launch of targeted campaigns, and engagement with fans through interactive feedback mechanisms, the Sky Swiss League can create a cohesive and effective marketing and communication framework. This approach can enhance the league’s brand equity and foster a stronger sense of community among its stakeholders.

6 Conclusion

6.1 In a nutshell

The Sky Swiss League can enhance its appeal and establish itself as a premier brand in European ice hockey by positioning itself as a talent hub, combined with modern marketing techniques and strong fan engagement.

6.2 Further thoughts

This analysis provides a high-level overview of the pain points faced by the Sky Swiss League and proposes potential measures to address them through strategic repositioning. While further in-depth analyses and empirical studies are needed to fully substantiate the ideas and recommendations presented, this analysis offers several relevant insights. These insights are grounded in academic literature and current best practices in professional ice hockey and spectator sports more broadly.

7 List of references

• Andersen, S. S., Bjørndal, C. T., & Ronglan, L. T. (2015). The ecology of talent development in the Nordic elite sport model. In Managing elite sport systems (pp. 49-66). Routledge.
• Batra, R., & Keller, K. L. (2016). Integrating marketing communications. Journal of Marketing, 80(6), 122-145.
• Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence. Taylor & Francis.
• Del-2.org. (2024). DEL2 startet mit Schwung in die nächste Saisonphase nach der Länderspielpause. https://del-2.org/news/del2-startet-mit-schwung-in-die-nachste-saisonphase-nach-der-landerspielpause_8469
• E.H.C. (2024). Euro Attendance – 2023/2024. https://www.eurohockeyclubs.com/attendance
• Freeman, K. (2012). Sport as swaggering: utilizing sport as soft power. Sport in Society, 9, 1260-1274.
• Hagelgans, M. (2022). The Impact of Digitalization on Sports Broadcasting. Springer.
• Heere, B. (2015). Team identity theory. In Routledge handbook of theory in sport management (pp. 213-224). Routledge.
• Karg, A., Shilbury, D., Westerbeek, H., Funk, D., & Naraine, M. L. (2022). Strategic sport marketing. Routledge.
• Longley, N., & Lacey, N. J. (2012). The “second” season: The effects of playoff tournaments on competitive balance outcomes in the NHL and NBA. Journal of Sports Economics, 13(5), 471-493.
• Mereu, S. (2024). TikTok content categories and user engagement behavior: Alisha Lehmann–celebrity athlete and influencer. In Using influencer marketing as a digital business strategy (pp. 214-234). IGI Global.
• Mereu, S. (2025, in final review). The Effect of the Sensoryscape on the Intention to Revisit a Game of Ice Hockey.
• Richelieu, A., & Pons, F. (2008). Branding sport teams in a competitive context: a look at team branding strategies in the National Hockey League. International Cases in the Business of Sport, 13-29.
• Tobaccowala, R. (2023). Sports in the Third Connected Age. In 21st Century Sports (pp. 321-330). Springer.
• Weber, R., Brand, A., Koch, F., & Niemann, A. (2022). Cosmopolitans and communitarians: A typology of football fans between national and European influences. International Review for the Sociology of Sport, 57(4), 532-551.
• WSC Sports. (2024). HockeyAllsvenkskan case study. https://wsc-sports.com/case/hockey-allsvenskan/
• Zagnoli, P., & Radicchi, E. (2010). Social and economic value of major sport events: the employment effect for tourism destinations. In Deuxième edition du Colloque International Thématique sur le Tourisme Proceedings(pp. 1-2). IHET-Institut des Hautes Etudes Touristiques de Sidi Dhrif.