During the 2023/24 season, Feldschlösschen is bringing the MVP award to the stands: Together with the hockey clubs, Feldschlösschen will name the MVF—Most Valuable Fans—thereby highlighting how important support from the stands is to the success of every club.

The promotion is being carried out in collaboration with SC Bern, a Feldschlösschen sponsorship partner, and aligns with the slogan “Feldschlösschen connects”: strengthening bonds among friends and fans and celebrating moments of togetherness. For ice hockey fans, every game is a celebration of their passion—and a cold beer is simply part of the experience.

The promotion is designed to capture emotional moments: Groups of fans can apply together as MVFs by submitting a photo—whether it’s a selfie or a picture from a photo booth set up in the stadium during home games. The photos are uploaded to (mvf.feldschloesschen.ch). MVFs are then selected regularly from among all the photos.

The winners get to cheer on their team from exclusive MVF seats right behind the boards—complete with an MVF jersey and a drink voucher.
And best of all: at the end of the regular season, the “Top Pick” is chosen from among all MVFs. The lucky winners will experience an SC Bern game in a VIP lounge, including dinner and a meet-and-greet with SCB players.

The world of marketing is undergoing a revolutionary transformation thanks to artificial intelligence (AI). Feldschösschen also uses AI technology for this promotion to generate fan images for various advertising materials. A photo shoot with SCB players was additionally organized for the posters in the stadium.

The promotion was communicated through posters, a photo booth, the Videotron, the fan bench, in-game advertisements, animations, and social media.

The promotion launched at the start of the 23/24 hockey season and is running with SC Bern, as well as in a modified form with EV Zug.

The promotion began at the start of the 23/24 hockey season and is running at SC Bern and, in a modified form, at EV Zug.