Prominent IIHF Sponsors Threaten To Withdraw Support If Russia Is Included

Major International Ice Hockey Federation sponsors, including Strauss, AJ Products, and Skoda, have threatened to withdraw support or reconsider their involvement if Russia participates in upcoming tournaments. The pushback follows a Court of Arbitration for Sport ruling on October 30 that overturned Russia's ban from international ice hockey events, which had been imposed in 2022 following the invasion of Ukraine.

Strauss and AJ Products stated they would forgo logo exposure and consider withdrawing sponsorship if Russia competes in the 2027 World Championship in Germany. Primary sponsor Skoda also announced it would reassess its involvement, while Canadian Prime Minister Mark Carney affirmed that Russia will not be permitted to participate in the upcoming World Junior Championship in Alberta.