Another Sponsor Threatens to Leave Ice Hockey World Championship Over Russia

German company Strauss, a long-standing sponsor of the Ice Hockey World Championship, has said it may stop supporting the tournament if Russia's national team is allowed to play at the 2027 event in Germany. It is one of several sponsors to issue such a warning to the International Ice Hockey Federation (IIHF), the body that organises the championship.

Company head Henning Strauss said the firm has been a partner of the tournament for many years and values its cooperation with the IIHF. He explained that if Russia takes part in the 2027 championship on the basis of a ruling by the Court of Arbitration for Sport, the company's logo will appear nowhere at the tournament. Strauss will also consider ending its sponsorship altogether.

About Strauss

The company's 2025 turnover reached four billion euros. At this year's world championship in the Swiss cities of Zurich and Fribourg, its logo was displayed on the rink boards and on the sleeves of the United States national team jerseys.

Other sponsors

On Wednesday, Czech carmaker Škoda, which has been the championship's general sponsor since 1993, made a similar threat. If Russia plays, support may also be withdrawn by Swedish company JA Produkter, whose logo appears on referees' uniforms, Finnish tyre maker Nokian, and Czech betting operator Tipsport, general sponsor of the Czech Extraliga.

The source does not say what the Court of Arbitration for Sport ruled or when it takes effect.