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 since its invasion of Ukraine in 2022. It puts the IHHF in a difficult position following the Russian Ice Hockey Federation’s successful appeal against the ban at the Court of Arbitration for Sport last week. “We have been a partner of the Ice Hockey World Championship for many years and value our collaboration with the IIHF,” said Strauss CEO Henning Strauss. “Should Russia’s national team participate in the 2027 World Championship in Germany as a result of the CAS ruling, we will forgo all logo exposure associated with the tournament. We are also considering withdrawing as a sponsor.” Strauss is also a sponsor of European f