Major sponsors are threatening to withdraw from the 2027 IIHF Ice Hockey World Championship in Germany if the Russian national team is permitted to participate in the tournament. The event, scheduled to take place from May 13 to May 30, 2027, in Gelsenkirchen, Düsseldorf, and Mannheim, now faces significant commercial uncertainty following the potential return of the Russian team.
Commercial Partners Weigh Value Against Geopolitical Stance
Strauss, the German workwear retailer and IIHF partner since 2021, announced on Wednesday that it will forgo auf jegliche Logopräsenz im Umfeld des Turniers
should Russia compete. The family-owned company further confirmed it is actively assessing a complete withdrawal as a sponsor. They join a growing list of corporate entities distancing themselves from the prospect of Russian involvement, including the Swedish furniture manufacturer AJ, which has served as a major sponsor since 1989 and most recently featured its branding on referee jerseys, and the Czech betting provider Tipsport, both of which have indicated they would cease advertising if Russia participates.
Skoda, the tournament’s primary sponsor since 1993, has also signaled a potential exit. The car manufacturer, a subsidiary of the VW Group, stated that a Russian return is unvereinbar mit den Werten, für die wir uns beständig eingesetzt haben
and confirmed it would neu bewerten
its engagement should Russia be included, according to the news agency AFP.
German Federation Weighs Returning Tournament Rights over Costs
The uncertainty follows a decision by the Court of Arbitration for Sport (CAS) regarding Russia’s eligibility for international play. While the IIHF is currently deliberating on the implementation of the CAS ruling, the German Ice Hockey Federation has not ruled out the possibility of returning hosting rights for the championship. DEB Chairman Frank Lutz noted that the federation would not exclude the possibility of returning the tournament rights due to potential additional costs. Amid these corporate threats, reports suggest that a Russian betting company may be prepared to step in as a replacement sponsor should the current partners exit.
International Boycott Threats
The financial pressure coincides with growing opposition from participating nations. Beyond world champion Finland, the national ice hockey federations of Sweden, Denmark, Norway, and Latvia have all announced their intention to refuse to play against Russia if the team is allowed to return. These nations have cited the ongoing Russian war against Ukraine as the primary driver for their stance, as the international sporting community continues to deal with the implications of the CAS ruling that allows for Russia's immediate return to competition.
