Ice Hockey World Championships Sponsor Threatens to Pull Out over Russia

Ice Hockey World Championships sponsor threatens to pull out over Russia

Workwear brand Strauss has warned it will relinquish sponsor rights for next year’s Ice Hockey World Championships if Russia is allowed to participate. The Germany company says it will scrap all branding at the competition and would consider withdrawing its support altogether if the International Ice Hockey Federation lifts a ban on Russia in place [...]

Strauss Wavers on World Hockey Tournament Tie-in If Russia Plays

German workwear and utility brand Strauss is threatening to decrease its involvement at the 2027 IIHF World Championship in Germany next May if the Russian national hockey team plays in the tournament. “We have been a partner of the Ice Hockey World Championship for many years and value our collaboration with the IIHF,” company CEO […]

IIHF Sponsors Threaten to Pull Out if Russia Returns

Major sponsors are raising the stakes over Russia’s possible return to international hockey: Strauss and AJ Produkter say they’ll remove their branding from the 2027 men’s world championship if Russia plays, while Škoda says it will reassess its involvement. The pressure follows a Court of Arbitration for Sport ruling that cleared Russia’s hockey federation to compete in IIHF tournaments immediately.