Hockey players in Switzerland are set to skate in Burger King colors after the fast-food giant signed a new sponsorship deal with the country’s second-tier pro league.
Swiss Ice Hockey confirmed that Burger King Switzerland has become an official sponsor of the Sky Swiss League and will take over the league’s top-scorer partnership. The award will now be rebranded as the “Scorer King.”
As part of the agreement, each club’s leading scorer will stand out on the ice during games by wearing an exclusive jersey and helmet in Burger King colors, while other players will be in their team’s standard attire.
The new look will debut starting with the 2025/26 Swiss League playoffs and continue through the full 2026/27 season.
The special top scorer gear isn’t new to Swiss hockey. Traditionally, the leading scorer on each team already wears a distinctive jersey and helmet so fans can easily identify them on the ice. In several other European leagues, the top scorer from each team dons a golden helmet.
Now, that visibility will effectively double as in-game advertising for Burger King.
Why are players wearing BK jerseys?
Swiss League officials say the partnership is meant to boost the league’s profile and fan engagement, with the sponsorship also bringing digital activations and arena experiences tied to Burger King.
The second-tier Swiss League plays an important role in developing young hockey talent and maintaining local fanbases across the country, making the top scorer branding a highly visible sponsorship opportunity.
Early images show the Burger King colors prominently featured on the scorer jersey’s front and back, while team colors remain visible on the sleeves to help identify players during games.
Whether fans love the fast-food branding or not, one thing is clear: Switzerland’s hottest scorers will be impossible to miss on the ice.
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