Sponsors Threaten to Pull Support as Russia Returns to Hockey World Championship
Skoda and Strauss join a growing list of backers signaling they will review their ties to the IIHF if the Russian national team plays in May.
By Andrew Kovalenko ·
Two of the most prominent financial backers of the men's ice hockey world championship told the International Ice Hockey Federation on Wednesday that they would reconsider their roles if Russia returns to the tournament. The statements arrived just days after a ruling by the Court of Arbitration for Sport required the IIHF to lift its exclusion of Russian national teams, a ban that had been in place since 2022 due to the war in Ukraine.
Skoda, an automaker based in the Czech Republic and part of Germany's Volkswagen Group, has sponsored the event for more than 30 years. In an e-mailed statement, the company said it did not support the arbitration decision. It described Russia's return as incompatible with the values it upholds while aggression continues. The firm stated that it would reassess its involvement and take further action if the Russian team participates in the competition scheduled for Germany next May.
Henning Strauss, CEO of the German work clothing and equipment company Strauss, issued a similar warning. His firm has partnered with the championship for many years. He stated that if Russia participates in the 2027 World Championship in Germany, the company will forgo all logo exposure associated with the event. Strauss added that the company is also considering withdrawing as a sponsor entirely.
These moves add to a wave of criticism from other partners. Nokian Tyres announced it would end its backing if Russia plays. AJ Products, a furniture maker that has sponsored the tournament since 1989, said on Monday it would request that its logo not be displayed. The pressure from the business side mirrors the growing opposition from national teams. Almost half of the 16 nations in the men's championship are refusing to play Russia.
Finland, Sweden, the Czech Republic, Norway, Denmark, and Latvia have declared they will play the tournament but will not face Russia. Austria joined this group late Tuesday. Alexander Helwig, the CEO of the Austrian federation, told broadcaster ORF that the country would certainly not play against Russia. The Canadian government also stated it would not allow Russia to compete at the world junior championship in Canada starting next month.
The IIHF responded on Wednesday that the impact of the arbitration ruling had been underestimated. The federation said it is analyzing the scenarios and noted that immediate reintegration presents practical challenges. These include visa requirements, security provisions, and logistical constraints, all complicated by the limited time before some events begin. Russian Sports Minister Mikhail Degtyaryov said on Tuesday that he expected his country to be awarded wins if other nations forfeit games. He also said Russia would send information to the International Olympic Committee regarding potential boycotts.
