Sponsors Threaten IIHF Over Russia Return

Two major sponsors of the men's ice hockey world championship said Wednesday they will review their financial support if the Russian national team competes. The announcements add commercial pressure on the International Ice Hockey Federation, which must now navigate a legal order to allow Russia back on the ice.

Skoda, the Czech Republic-based automaker and tournament main sponsor, stated it will reassess its involvement if Russia participates. The company has supported the event for more than 30 years. In an e-mailed statement, Skoda said it does not support the Court of Arbitration for Sport decision that forced the IIHF to lift the exclusion of Russian teams.

The automaker noted that Russian aggression continues in Ukraine. Skoda argued that the return of the Russian team is incompatible with the values the company upholds. It added that it is monitoring the situation closely and remains in contact with its partners.

Strauss, a German maker of work clothing and equipment, issued a similar warning. CEO Henning Strauss said his company values its long collaboration with the IIHF. However, he stated that if the Russian team plays in the 2027 championship in Germany, Strauss will forgo all logo exposure. The company is also considering withdrawing as a sponsor entirely.

These moves follow a ruling last week by the Court of Arbitration for Sport. The panel obliged the IIHF to lift the exclusion of Russian national teams that had been in place since 2022. The ban was originally imposed due to the war in Ukraine.

The IIHF responded that the impact of the ruling had been significantly underestimated. The federation said it is carefully analyzing the scenarios created by the decision. It cited practical challenges including visa requirements, security provisions, and logistical constraints. The IIHF noted that some events are only weeks away, compounding the difficulties.

Nearly half of the 16 nations scheduled to compete in Germany next May are refusing to play Russia. Finland, Sweden, the Czech Republic, Norway, Denmark, and Latvia have declared they will play the tournament but skip games against the Russian team. Austria became the seventh nation to join this boycott late Tuesday. Alexander Helwig, the CEO of the Austrian federation, told broadcaster ORF that Austria would certainly not play against Russia at this time.

The Canadian government also stated it will not allow Russia to compete at the world junior championship starting next month. Russian Sports Minister Mikhail Degtyaryov reacted to the growing opposition via the Tass news agency on Tuesday. He said he expected Russia to be awarded wins if other nations forfeit games. Degtyaryov also said Russia would send information to the International Olympic Committee about the boycotts and the conduct of host nations.