Even management?
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How we prepared an accompanying program
for partner ice hockey matches for Autodraft.

Autodraft is a Czech retailer of verified nearly-new vehicles. It primarily focuses on cars from the Volkswagen Group and offers customers a transparent vehicle selection, the option of online reservations, and a complete service throughout the car purchase process.

In addition to selling cars, Autodraft is also actively involved in sports partnerships. Through these partnerships, the client has the opportunity to communicate its brand directly during ice hockey games in front of thousands of fans in the stadium.

Client brief.

For the client Autodraft we have long been responsible for overseeing content creation for social media and managing paid advertising on Meta, TikTok, Google, and Seznam platforms.

As a partner of several ice hockey matches of the clubs HC Motor České Budějovice and HC Vítkovice Ridera, Autodraft wanted to make the most of this opportunity. They therefore approached us with a request to prepare an accompanying program during these games and to ensure communication of the partnership towards the fans.

The collaboration therefore included not only the on-site activation at the stadium, but also the production of video spots for the arena cube a&nbspthe OnePlay platform as well as the subsequent creation of social media content, that the client could continue to use even after the games had ended.

Realization.

We delivered the accompanying program during three ice hockey games. Two matches of HC Motor České Budějovice and one match of HC Vítkovice Ridera.

As part of the collaboration, we were responsible for ensuring:

Partnership communication strategy

Media visibility during the games

Event activation at the stadium

Social media content

Our goal was to design an activation that would naturally integrate the Autodraft brand into the stadium atmosphere in the context of an ice hockey game while still creating content usable for further communication on social media.

Partnership communication strategy.

Designing communication towards spectators.

Before moving on to the actual production of video spots or the execution of the stadium program, we first focused on designing the communication towards the fans. It was important to find a way of presenting the brand that would feel natural in the context of an ice hockey game while still capturing the attention of the audience in the arena.

We therefore proposed a communication approach that combined several elements. Video spots, an accompanying program directly on the ice and follow-up content for social media. The individual parts of the project were logically connected and together formed a cohesive communication concept around the hockey games.

For us, the event doesn’t end at the stadium. At ShortPRO, we help clients make the most of events and partnerships. From designing the communication strategy, through on-site program execution to content creation, that the brand can continue to use on social media and in other marketing activities.

It was important for us that the Autodraft brand was not perceived merely as an advertising message during the game, but rather became a natural part of the overall stadium atmosphere and the fan experience.

At the same time, this communication approach made it possible to connect the on-site activation with the client’s broader marketing communication. From spots shown during the game to content that could be used on social media after the match.

Media visibility during the games.

Production of video spots for the arena cube.

For Autodraft, we produced 15-second and 30-second spots, that were shown on the arena cube during breaks and as part of the accompanying stadium program.

The spots were designed to capture the attention of fans in the stadium within a short time and to clearly present the Autodraft brand in the context of an ice hockey game. Our work included not only the production of the videos, but also the design of their format and content , so that they would naturally fit into the atmosphere of the match and not feel like traditional advertising.

Thanks to being displayed on the arena cube, the brand communication reached thousands of fans directly in the stadium.

Production of the OnePlay spot.

For Autodraft, we also prepared a video spot intended for the OnePlay platform. Our work included not only the production of the spot but also the design of its format so that it would match the environment of a sports broadcast and fit into the overall communication of the partnership.

Event activation at the stadium.

Car presentation on the ice.

One of the key elements of the accompanying program was the presentation of Autodraft vehicles directly on the ice during the game.

For this activation, the client brought four cars, which became part of the program between individual periods of the match. Our role was to ensure full production preparation so that the vehicle presentation could run smoothly and safely within the stadium environment.

Event activation requires more than just a good idea. These types of activations demand detailed production planning. From logistics and safety approvals to coordinating the program directly during the game. We take care of the entire process so the client can fully leverage the partnership without any production concerns.

We handled the production of magnetic decals and the complete branding of the vehicles, to ensure that the Autodraft brand was clearly visible to fans in the stadium. Our work also included managing all production logistics and securing the necessary approvals with the stadium, security services and the production team.

During the program itself, we coordinated the movement of the vehicles on the ice, to ensure everything ran smoothly and in line with the precise schedule of the hockey game.

This part of the project was organizationally quite demanding and required detailed coordination of all involved parties.

Program and hosting.

As part of the execution, we also prepared scripts for the host, who presented the program directly on the ice. We provided the host, created a scenario for each segment, and coordinated the flow of the program, to ensure everything ran smoothly and in line with the match schedule.

Merchandise and printed materials

Part of the stadium activation also included the production and distribution of merchandise and printed materials.

For each game, we prepared caps featuring the logos of the hockey clubs, which were handed out to fans directly during the match. The caps included a tag and embroidery with Autodraft branding, allowing the brand to naturally integrate with the fan merchandise.

Why combine an event with merchandise? Fans often take away small items from a game that remind them of their stadium experience. Merchandise and printed materials therefore extend the brand’s presence even after the match has ended and help place the brand directly into the hands of attendees in a natural, non-intrusive way.

In total, we ensured the production of 500 caps for each game, with 250 caps distributed during the HC Vítkovice Ridera match.

In addition to the merchandise, we also prepared printed flyersintroducing Autodraft’s services to fans. These flyers were distributed to stadium visitors during the game.

The distribution of both caps and flyers among fans during the match was handled by our team of hostesses directly at the stadium.

Content production.

Stadium content for Autodraft’s social media.

We also used the hockey games as an opportunity to create content for the client’s social media.

From each match, we produced short videos combining Autodraft’s automotive theme with the environment of the hockey stadium and the fan atmosphere. The content worked with fan reactions, short interviews, social experiments or challenge-based formats.

Each stadium visit thus generated unique content that could be used for the brand’s communication on social media.

Aftermovie from the game.

From the hockey match, we prepared an aftermovie and complete photo documentation for the client, capturing the involvement of the Autodraft brand directly during the game and the accompanying stadium program.

The client thus received comprehensive content from the stadium documenting the course of Autodraft’s program during the match, which could be used for communication on social media as well as in other marketing materials.

Conclusion.

The collaboration with Autodraft on the partner hockey games was a project in which several areas of our work naturally came together. Strategy, production, event program organization, and content creation.

The hockey games thus became more than just a one-time brand presentation during the match. Together with the client, we created a program that engaged fans directly in the stadium while also producing content that Autodraft can continue to use in its ongoing social media communication.

The project shows how a well-designed sports partnership can work when the stadium program, media visibility and content for further brand communication are effectively connected.

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We’ll take care of the communication strategy, on-site program, production, and social media content—from the initial idea to the final deliverables.