Swiss hockey players will soon be sporting Burger King’s colors on their jerseys. The fast-food chain has become a sponsor of the country’s second-highest professional hockey league.
Swiss Ice Hockey announced that Burger King Switzerland is now an official sponsor of the Sky Swiss League. As part of the sponsorship, Burger King will sponsor the league’s top scorer award, which will be renamed the “Scorer King.”
As part of the deal, the top scorer from each hockey team will wear special Burger King-branded jerseys and helmets during games. The rest of the team will continue to wear their regular uniforms.
You’ll first see the updated branding during the 2025/26 Swiss League playoffs, and it will be fully implemented throughout the entire 2026/27 season.
It’s common in Swiss hockey to recognize top scorers. Each team’s leading scorer already wears special jerseys and helmets so fans can easily spot them during the game. Similar traditions exist in other European leagues, where the top scorer often wears a gold helmet.
Now, that visibility will effectively double as in-game advertising for Burger King.
View this post on InstagramA post shared by Sky Swiss League (@skyswissleagueofficial)
Why are players wearing BK jerseys?
Swiss League leaders explain that the deal will help increase the league’s popularity and connect with more fans. The Burger King sponsorship will also include digital events and improved experiences for attendees at games.
Switzerland’s second-highest hockey league is crucial for growing young players and keeping local fans engaged. Because of this, sponsoring the league’s top scorer is a great way for brands to get noticed.
So, I’ve seen some early looks at the new jerseys, and Burger King’s logo is all over the front and back – pretty noticeable! They didn’t ditch the team colors completely though, which is good, because you can still see those on the sleeves, so you’ll be able to tell who’s who when they’re running around.
Okay, so people either love or hate all the fast-food logos on the Swiss team, but honestly, you won’t be able to look away from them when they’re out on the ice – they’re seriously good players and they’re going to stand out!
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2026-02-25 18:48