For ten months, M cube worked with Hockey Club Lugano on its marketing and communications, helping to strengthen the club’s identity and deepen fan engagement. The flagship project of the partnership was the complete transformation of the pre-match show at the Cornèr Arena: a new audiovisual system featuring a central video cube, LED displays, on-ice lighting and upgraded sound, turning every game into a more immersive and memorable experience.
The project was delivered in close collaboration with Emme SA, supplier of the new central cube and technical partner for the in-arena production, together with members of Club Bianconero. It was a coordinated team effort that raised the standard of the entire fan experience at the Cornèr Arena.
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Coordinating the show with technical requirements. A professional sports arena show is more than entertainment: it must comply with League regulations, meet sponsor requirements and run to precise timings. Every element — from live production and scheduling to video content and audio — had to work in perfect sync, with nothing left to chance.
Rethinking the pre-match running order. The existing structure of the show was completely redesigned. Each moment was refined to build a gradual sense of anticipation, guiding fans from the moment they entered the arena through to the opening face-off, while maximising energy and strengthening their sense of belonging.
Integrating sponsors without disrupting the atmosphere. Sponsors are an essential part of the ecosystem of a sports club such as HCL. The challenge was to give them meaningful and strategic visibility without interrupting the emotional flow of the show.
Creating a bespoke soundtrack. Following a survey carried out among fans at the start of the season, the in-arena music was substantially revised. We selected, edited and remixed tracks for breaks, stoppages in play and the pre-match show, with the aim of strengthening the connection between supporters and the club throughout the evening.
The new show transformed the experience at the Cornèr Arena, turning the pre-match build-up into a memorable moment that heightens emotion, energy and a sense of belonging. Hockey Club Lugano’s brand identity was strengthened through a coordinated and consistent visual and audio strategy, while sponsors were given more natural and strategically integrated visibility than before.
The revised soundtrack, shaped by direct feedback from fans, created a stronger connection between the crowd and the club, making every match feel more personal and engaging.
A project that shows how carefully planned sports communications can transform an event into an experience — and turn supporters into even more engaged fans.