Estonian Air's Hockey Sponsorship Campaign 'Depressing,' Says Ansip
In response to criticism, Estonian Air has revealed that it spent 200,000 euros sponsoring the 2012 Hockey World Championships.
Prime Minister Andrus Ansip said at the weekly government press conference today that the expense was excessive.
"I'm not a marketing specialist, but I find it unreasonable to direct nearly half of the marketing budget to the Ice Hockey World Championships," Ansip said.
He said a special audit, which he called for yesterday, is no longer needed. "I have received the answers and the answer is depressing," Ansip said.
Estonian Air representatives said the sponsorship package had allowed the company to advertise to millions of TV viewers in Finland, and helped increase its market share.
Estonian Air press representative Ilona Eskelinen said the costs actually constituted around a third of the budget for marketing abroad.
Roughly 90,000 euros was used to acquire rights to using the hockey tournament logo and 110,000 euros was spent on advertising itself, including TV ads, stadium banners and painting the Hockey Bird colors on one Estonian Air plane.