Sponsors revolt over decision to allow Russia to compete at world hockey championship

The International Ice Hockey Federation (IIHF) is facing a crisis after two major sponsors threatened to pull out of the 2027 men's World Championship in Germany if Russia is allowed to compete. The controversy stems from the Court of Arbitration for Sport (CAS) ruling that Russia must be permitted to participate in IIHF events again, starting with the upcoming world juniors in Canada.

This ruling has led most Olympic sports federations, including the IIHF, to ban Russia and Belarus following the country's invasion of Ukraine in 2022. Seven of the 16 nations that have qualified for the 2027 men's World Championship have stated they will refuse to play Russia, excluding Ukraine. Czech carmaker Škoda, a main official sponsor since 1993, has now issued a statement saying it does not support the CAS ruling, as the country's aggression remains a concern for the company.

Henning Strauss, CEO and chief brand officer of Strauss, a World Championship sponsor, has gone even further, announcing that the company will withdraw logo exposure and consider withdrawing as a sponsor altogether if Russia participates. These developments have put the IIHF in a difficult position, as it not only faces the challenge of Russia's return but also the potential loss of hosts and sponsors.

The federation is currently in dialogue with its members, host authorities, and other stakeholders to find a way forward. Meanwhile, Russia has threatened to lodge a complaint with the International Olympic Committee against those nations threatening to boycott its ice hockey teams.