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The Independent Automotive Aftermarket Federation

SMP Europe brings colour to Ice Hockey World Championships

Date: Thursday 16 June 2022

Automotive engineering specialist SMP Europe has embraced the passion and excitement of this year’s International Ice Hockey Federation (IIHF) World Championships in Finland, being main sponsor for the Great Britain team.

Taking place from 13 to 29 May in Finland’s capital Helsinki and city of Tampere, the Great Britain team jersey featured the SMP Europe logo in pink, as part of its breast cancer awareness campaign.

Supported by the traveling ‘Barmy Army’, the Great Britain team proved extremely popular with fans from other countries, often being adopted as a “second team” to support in the tournament.

While not expecting to win the tournament, Team GB more than held their own serving up hugely entertaining matches against Norway and Latvia in particular.

With a global TV audience of over 1.6 billion, broadcasted to over 150 territories and 100milion views of social media content, the tournament represents a fantastic opportunity for SMP Europe to promote its engineering expertise in engine management and ignition to export markets.

More than 450,000 people attended the matches in total, with 16 teams from around the world competing. Before the coronavirus pandemic, Ice Hockey was the most watched indoor sport in the UK and third most popular winter sport, behind rugby and football.

SMP Europe Managing Director, Ross Toomey, said:

“Our support of Team GB gives us an opportunity to promote what we stand for in terms of our engineering expertise to an expanding customer base across the world. The tournament was a huge success and builds up momentum ahead of our attendance at Automechanika Frankfurt.
“Furthermore, the pink SMP Europe logo helps raise much needed awareness and funds for Breast Cancer charities, as part of our ongoing campaign.”