Sponsors threaten to withdraw support over Russia hockey decision

Several major sponsors of the men’s world hockey championship have expressed concerns over the Court of Arbitration for Sport (CAS) decision allowing Russian teams to compete in international events. Czech automaker Skoda, the title sponsor of the senior men’s tournament, stated it would reassess its involvement if Russia participates.

German workwear company Strauss, along with Nokian Tyres and AJ Furniture, have also voiced their concerns. Strauss said it would consider withdrawing as a sponsor and forgoing logo exposure if Russia takes part in the 2027 tournament in Germany.

The International Ice Hockey Federation (IIHF) has acknowledged the corporate backlash, stating it continues to disagree with the CAS ruling. The IIHF argued that the decision significantly underestimated the practical and sporting challenges of reintegration, including visa requirements, security, and logistical issues.

The IIHF noted that more details would be shared in the coming days. The decision to allow Russia to compete followed a CAS ruling that upheld an appeal by the Russian Ice Hockey Federation, which challenged the IIHF’s ban on Russian teams for 2026-27 competitions.

Prime Minister Mark Carney reiterated that Russia’s national team would not be welcome at the IIHF World Junior Championship in Alberta unless the war in Ukraine ends. His comments received support from Hockey Canada, which endorsed the government’s stance on the issue.