Major Sponsors Pressure IIHF Over Potential Russian Reintegration

Skoda and Strauss have announced they will review their sponsorship of the men's world championship if the IIHF allows Russia to participate.

Automaker Skoda and workwear manufacturer Strauss announced Wednesday they may withdraw as sponsors of the men's world ice hockey championship if Russia is included in the tournament. Skoda, a partner for over 30 years, stated it would reassess its involvement, while Strauss CEO Henning Strauss confirmed the company would forgo all logo exposure and consider a total withdrawal if Russia competes in the 2027 event in Germany. These reactions follow a Court of Arbitration for Sport (CAS) ruling last week that required the International Ice Hockey Federation (IIHF) to lift its 2022 exclusion of Russian teams.

Seven of the 16 nations scheduled for the May championship in Germany—Finland, Sweden, Czechia, Norway, Denmark, Latvia, and Austria—have declared they will refuse to play against Russia. Additionally, the Canadian government has barred Russia from the world junior championship starting next month. The IIHF stated on Wednesday that the CAS panel significantly underestimated the logistical and security challenges of immediate reintegration, noting that some events are only weeks away.

Other long-term backers have joined the opposition, with Nokian Tyres threatening to end its support and AJ Products, a sponsor since 1989, requesting its logo be removed if Russia plays. In response to the potential boycotts, Russian Sports Minister Mikhail Degtyarev told the Tass news agency that he expects Russia to be awarded wins by forfeit if opponents refuse to take the ice. The IIHF continues to analyze the ruling while citing difficulties regarding visa requirements and competition formats.