BRAND AMBASSADOR
Jonas Siegenthaler's favorite way to cook: with Thai Kitchen
Thai Kitchen has been inspiring Switzerland with first-class Thai cuisine for over 30 years. The high-quality products make it easy to conjure up the delicious flavors of Asia in your own home. With a wide range of carefully selected, fresh ingredients, Thai Kitchen brings the finest flavors of Thailand directly into Swiss kitchens.
NHL star Jonas Siegenthaler likes to wield the wooden spoon himself and prepares his own creations with enthusiasm. Thanks to his mother’s Thai roots, he was introduced to authentic Thai cuisine at an early age - a passion that has remained with him to this day. This makes him the perfect brand ambassador for Thai Kitchen. «Jonas is the ideal partner for Thai Kitchen thanks to his love of Thai cuisine and his likeable personality - a ‘perfect match’,» says Nadine Studer, Marketing Manager at Thai Kitchen.
The collaboration is also a matter close to Jonas' heart: «I love cooking Asian food, especially creamy Thai curries. I always get the best results with the ingredients from Thai Kitchen.»
That's why he takes some Thai Kitchen curry pastes and coconut milk products with him to New Jersey every time he visits Switzerland, so that he can enjoy the authentic flavor there too.
BRAND AMBASSADOR
NHL pro Jonas Siegenthaler is brand ambassador for LesDeux Men
Men's fashion, accessory trends and ice hockey fans. This is how the popular LesDeux Men store in Zug positions itself. Owner Silvio Bischof is a former ice hockey player, and his customers are always on the go. Recently, for example, the New Jersey Devils defender Jonas Siegenthaler. The World Cup runner-up is now being kitted out with stylish clothing and accessories by LesDeux Men. “The chemistry was right straight away and Jonas embodies our lifestyle with his positive and down-to-earth manner,” says Silvio Bischof.
“With Jonas, we opted for sporty, comfortable looks with high-quality materials, a pleasant feel and a simple design,” Silvio continues. The NHL defenseman raved after the shoot: “The looks are super cool and I feel extremely comfortable in them. With the New Jersey Devils in particular, it's compulsory to wear a suit to matches and I really like that,” enthuses Siegenthaler.
But there are also challenges for field hockey players. “We need slightly wider-cut pants that still combine comfort and coziness with good style. After all, the muscles of the professionals should not be underestimated.”
Looks from Aycane by Nico Serena were also integrated into the clothing and equipment.
LesDeux Men
Patrick Fischer, Nino Niederreiter, Nico Hischier, Peter Forsberg and EV Zug - ice hockey players are kitted out by LexDeux Men. The concept store with over 440m2 of retail space offers an inviting store with a lounge and coffee bar, and the players appreciate the vibe of a “field hockey spot” away from the ice.
AMBASSADOR
Jonas Siegenthaler is brand ambassador for 'Amazing Thailand on Ice'
This initiative brings together young players from various Thai clubs to form a joint youth team. Under the motto 'Pass & Play with Pride', the team competes nationally and internationally, simultaneously promoting Thailand as a travel destination. The initiative is led by Janista Lewchalermvongse (Charoonsmith), who is also responsible for the U16 national youth ice hockey program.
During his visit to Bangkok, Jonas met with the young talents of the U16 national program and exchanged ideas with the players and coaching staff. For the children and teenagers, this was a rare opportunity to learn directly from a professional at the highest international level. "I've experienced firsthand how important role models are. If I can inspire young players in Thailand, it makes me incredibly happy," said the two-time World Championship silver medalist.
The visit also included a meeting with delegates at the Swiss Embassy and an exchange with the president of the Thai Ice Hockey Federation. They discussed potential collaborations in the areas of youth sports development, cultural exchange, and tourism.
His commitment goes beyond symbolic support: Siegenthaler already organized a training camp for young Thai talents in Chiang Mai in 2024, and another will follow in Bangkok in 2027. He clearly states his goal: "I would like to see a Thai player make the big breakthrough on a top team one day."
