The South Tyrolean Ice Hockey Club HC Pustertal is about to take another landmark step in its recent history. Following promotion to the ICE Hockey League and the move to the new arena in 2021, the club can now look forward to a new main sponsor: Falkensteiner Hotels & Residences will not only lend its name to the "Wolves", but will also be a strategic partner in a three-season collaboration.
Founded in 2008, HC Pustertal GmbH has demonstrated its organizational strength and ability to overcome financial challenges in recent years. Shortly before its fifth season in the multinational win2day ICE Hockey League HC Pustertal is now also consolidating its sponsorship and marketing strategy.
Regional synergies: tourism meets top-class sport
The new partnership brings together the synergies of a successful tourism company with deep roots in Pusteria and an ice hockey club with strong roots in the local community. The HCP officially becomes the HC Falkensteiner Pustertal and signs a comprehensive contract with the Falkensteiner Michaeler Tourism Group (FMTG). In addition to the naming rights, this also includes further marketing cooperations as well as advertising space in the arena, on the players' jerseys and in the digital area.
Otmar MichaelerCEO of FMTG, is enthusiastic about the cooperation: "When Jochen Schenk and I first talked about a possible collaboration, it quickly became clear to me that tourism and sport belong together. Both move people, create emotions and connect - across borders." He also emphasized the passion for ice hockey of his partners, Erich and Andreas Falkensteiner, which motivated him to implement this partnership. "This partnership is more than just a classic sponsorship - it is a clear commitment to the region and a strategic alliance between tourism and top-class sport. We want to create emotions, create identification and make the appeal of HC Falkensteiner Pustertal visible far beyond South Tyrol."
A partnership at eye level
Jochen SchenkCEO of HC Pustertal, also expressed his delight at the new partnership: "We have many long-standing and loyal sponsors in Pustertal who put their heart and soul into their support. The fact that we now have a main sponsor in Falkensteiner Hotels & Residences on top of this is of course particularly pleasing. This partnership gives us new opportunities that we were previously far removed from." He is particularly proud that Falkensteiner is a company from Pusteria that sees the club as a partner on an equal footing. "We want to walk the path together and support each other in achieving our goals."
Erich Falkensteinerwho is also president of the "Wolves", emphasized: "With the new name partnership, HC Pustertal and Falkensteiner are opening a new chapter together. Both stand for consistency, quality and passion - values that make this cooperation an important step for the club and its future."
Michael Ranalter, Head of Marketing & Sponsoring at HC Pustertal, sees the partnership as a huge opportunity for the entire club to grow both in sporting terms and structurally. "Our pool of sponsors is constantly growing and we are becoming more and more desirable - for many small and medium-sized companies, but also for large international players such as the Falkensteiner Michaeler Tourism Group."
About the Falkensteiner Michaeler Tourism Group (FMTG)
Falkensteiner Michaeler Tourism Group AG (FMTG) is a leading privately owned tourism company operating in seven European countries. It unites five business units under one roof: FMTG Services with currently 27 four- and five-star hotels and three apartment complexes under the Falkensteiner Hotels & Residences brand, FMTG Camping with two premium campsites, FMTG Development, FMTG Invest and the 360° tourism consultant Michaeler & Partner.
