IIHF’s European sponsors are saying ‘no’ to Russia. Where do the Canadian sponsors stand?

So far, there has been silence from this side of the corporate Atlantic.

The Province

Published: Wednesday, 4 November 2026 at 10:26 PM

Key Things to Know

The writer questions why Canadian IIHF sponsors remain silent while European partners protest Russia's potential return.
European sponsors Strauss, AJ Produkter, and Skoda threatened to pull support if Russia participates in IIHF tournaments.
Canadian sponsors including Esso, Telus, and TSN have not commented publicly or responded to media inquiries.

The Story in 60 Seconds

The column questions why Canadian sponsors of the IIHF have remained silent while European partners threaten boycotts over Russia's potential return. Major European sponsors AJ Produkter, Strauss, and Skoda announced they may withdraw support or forgo branding at future tournaments if Russia is permitted to compete following an upcoming Court of Arbitration for Sport ruling.

The writer argues that Canadian corporate partners like Esso, Telus, and TSN should join European counterparts in taking a stand against Russia. While noting corporate instincts usually favor silence, the piece contends that punishing Russian sporting interests is justified due to the ongoing invasion of Ukraine.

Read the full article on The Province

IIHF’s European sponsors are saying ‘no’ to Russia. Where do the Canadian sponsors stand?

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