MSL Baltics is still in its early chapters - just a little over a year old. But in that short time, we’ve had the privilege to contribute to something that felt bigger than a campaign. When we partnered with Olpha and the Latvian Hockey Federation to support the 2024 Women’s Ice Hockey World Championship in Riga, we weren’t just promoting a sporting event - we were helping change the narrative around women in sports.
And this March, that work was recognized. We submitted the campaign to the “Mi:t&Links. Baltic Communication Awards” in a single category - and took home 3rd place. A bronze medal. Symbolic not just of the campaign’s impact, but of something deeply personal to Latvians. In 2023, our men’s national team brought home Latvia’s first-ever IIHF World Championship medal. Also bronze.
This one felt just as special.
The Challenge: “They say women’s hockey is boring - we proved them wrong.”
Women’s sports face an uphill climb - underfunded, under-covered, and often underestimated. Hockey, a sport steeped in masculinity, is no exception. In Latvia, attendance at women’s games is almost ten times lower than men’s. Media attention? Sparse. Sponsorships? Rare. But when Olpha (formerly Olainfarm) stepped in as the first high-level sponsor for the women’s and junior teams, it marked a turning point.
The mission was bold but clear: increase financial support for women’s hockey, boost media interest, and challenge the bias that hockey “isn’t for women.” And from the start, we knew this couldn’t be a standard awareness push.
The Strategy: Chemistry, Courage, and Community
We built the campaign around the concept of “There is a victory chemistry between us.” A line that worked on multiple levels - referencing both Olpha’s pharmaceutical background and the unbreakable bonds within women’s hockey.
To reach our goals, we activated on several fronts: media storytelling, including interviews with national team legends like Aija Balode and her daughters, rising talents like Linda Rulle, and passionate fans like Evija Krinkele. These weren’t just profiles - they were declarations. A bold visual identity gave women’s hockey its own voice, distinct yet rooted in the national hockey culture. On April 4, the rink became more than a venue - contests, quizzes, and branded giveaways created a space that felt welcoming and alive.
A two-week blitz brought our message to national outlets, while social media activations gave people new reasons to care and share. A video campaign featuring well-known male players sent a clear message: supporting women’s hockey isn’t just right - it’s part of the game. Every message led to a single action: buy a ticket. Show up. Make history.
The Outcome: A Record-Breaking Game
And show up they did. The final match of the tournament drew 1,000 fans - the largest crowd ever recorded at a women’s hockey game in Latvian history. While the number may seem modest internationally, in a country of 1.87 million, it was a landmark achievement. More importantly, it showed what’s possible when stories are told right and communities are invited in.
The numbers speak for themselves: 224 pieces of media coverage (starting from just 8 initial items), a publicity reach of 11.2 million+, over 500 fan interactions during branded activities, and a full-capacity stadium at the final game. No paid media was used - this was a campaign powered entirely by PR.
A bronze medal at the Mi:t&Links. Baltic Communication Awards was the cherry on top. But the real win was helping women’s hockey take up the space it deserves—and proving, beyond doubt, that Latvia is ready for it.
