The Association of Professional Ice Hockey Clubs (APK LH) has signed a cooperation agreement with BPA sport marketing covering the 2028-29 to 2031-32 seasons. BPA will support the association in commercialising selected marketing rights for the Tipsport Extraliga, while APK LH retains strategic decision-making, control of rights packages and oversight of their sale.
The agreement follows a strategy approved by the association’s general meeting. From 2028-29, the league’s marketing rights will be offered in separate packages, moving away from the current model of exclusive marketing representation. BPA currently holds that role under a contract running through the end of the 2027-28 season.
APK LH president Jan Tůma said the new system would put strategic decisions and control directly in the association’s hands, with individual rights tested through transparent competition. The association is preparing separate tenders for rights including the television broadcaster, title partner and betting. Their precise structure will be determined following marketing, economic and legal analysis.
BPA chairwoman and CEO Jana Obermajerová said the company was ready to provide its market knowledge, team and partner relationships under the changed arrangement.