Automaker Skoda and sports marketing agency Strauss have announced they will review their sponsorship agreements for the IIHF Ice Hockey World Championship if Russia is allowed to participate in the tournament.
The decision comes amid ongoing discussions about Russia's status in international ice hockey competitions following the country's invasion of Ukraine in 2022. Both companies have been long-standing partners of the International Ice Hockey Federation (IIHF) and its flagship annual event.
According to a statement released Wednesday, the sponsors will evaluate their involvement based on the IIHF's final decision regarding Russian participation. The federation has maintained a ban on Russian and Belarusian teams from all IIHF competitions since February 2022, but faces pressure from some quarters to reconsider.
Skoda has been a major sponsor of the Ice Hockey World Championship for over three decades, while Strauss handles commercial rights and marketing for the tournament. Their joint statement underscores the commercial sensitivity surrounding the potential return of Russian teams to elite international competition.
The IIHF has not yet announced a decision on Russia's participation for the 2027 World Championship, which is scheduled to be hosted in Germany. The governing body has indicated it will continue to monitor the situation and consult with stakeholders before making any changes to the current sanctions.
