The World Championship mascot Cooly is a sporty cow in ice hockey attire. And the honor of naming it goes to ice hockey fan Robert Guenin. It was his entry that won the contest that mobilized 3’263 fans to send in 2’214 different name suggestions. The naming ceremony was held on April 24, 2008 at Juchhof Farm near Zurich in the presence of former Federal Councilor Adolf Ogi. Switzerland's international ice hockey-record holder Martin Steinegger stood as godfather.

Cooly will be used in communication and promotion before and throughout the World Championship event. In a likeable way, the mascot conveys typically Swiss values – good humor, sportiness and sportsmanship, a love of nature, quality and tradition. The mascot was designed by Roy Wedema, member of the Sport Services team of Infront Sports & Media. The leading international sports marketing agency based in Zug is the long-term marketing partner of the International Ice Hockey Federation (IIHF) for the annual IIHF World Championship and a joint-venture partner of the Organizing Committee 2009 IIHF World Championship.

Cooly will be available as a stuffed animal in four sizes, ranging from 10 to 40 centimeters. The World Championship mascot will also decorate caps and t-shirts and come as a pin. Starting early September 2008, the articles will be sold via the official web store of the IIHF World Championship Switzerland, at www.iihfworlds2009.com.