MSL Baltics is just over a year old, but our work is already making an impact. In our first year entering the Mi:t&Links Baltic Communication Awards, we’ve been shortlisted in the Sponsorship category for a campaign developed in close collaboration with our client Olpha.
This recognition reflects the strength of partnership and the ability to deliver results through thoughtful, focused communication.
Changing Perceptions, Building Momentum
Together with Olpha (formerly Olainfarm), we set out to shift a long-standing narrative: that women’s hockey lacks excitement or audience interest. With attendance nearly 10 times lower than men’s games in Latvia, the goal was clear—break records and change perceptions.
This was more than a sponsorship. It was the first-ever high-level sponsorship for the Latvian women’s national hockey team. We helped shape a bold visual identity that gave women’s hockey a space to stand on its own. The creative direction, both on and off the ice, reflected strength, pride, and visibility.
The campaign centered on a clear call to action: Buy tickets. Show up. Watch the game.
To support this, we launched a multi-layered effort:
· Media interviews with female referees, players, and fans—covering topics rarely addressed in local sports media, from stereotypes to the unique dynamics of women’s teams.
· Pitching those voices further—ensuring their stories reached new audiences.
· Engaging male players to help widen the campaign's reach beyond the traditional women’s hockey audience.
· Branded in-person events with merchandise, contests, and lotteries designed to bring people to the stadium.
· Social media activations, including a digital contest that helped introduce the sport to new and younger audiences.
Results That Matter
The final match drew 1,000 attendees, filling the arena to capacity. It became the most-watched women’s hockey game in Latvian Hockey Federation history. While the number may seem modest by international standards, for Latvia, with a population of 1.87 million, it marked an important moment.
Media reach was equally strong. From an initial 8 content pieces, the campaign grew to 224 publications and a total reach of over 11.2 million people (station.lv, March 20–April 11). More than 500 people took part in branded contests, lotteries, and fan activities, building momentum and creating a community around the sport.
The media interviews in particular stood out. They addressed issues rarely seen in Latvian sports coverage—real conversations about gender bias, equality, and the unique appeal of women’s hockey.
What’s Next
Being shortlisted at the Mi:t&Links Awards is a proud moment for MSL Baltics. It shows what can be accomplished when creativity, strategy, and purpose come together. We look forward to continuing this kind of work—bringing attention to important issues, creating visibility where it's needed, and delivering results that matter.
