Sponsors Threaten to Pull Support If Russia Plays in 2027 Hockey World Championship

Two major sponsors of the men's ice hockey world championship signaled Wednesday that they will cut back on their involvement if Russian national teams compete. The moves add financial pressure to the International Ice Hockey Federation as it manages a return for Russia that many European opponents view as premature.

Skoda, the Czech-based automaker and tournament title sponsor for more than 30 years, stated it will reassess its role. The company is part of Germany's Volkswagen Group. It said the return of Russia is incompatible with its values given the ongoing conflict in Ukraine.

"We do not support the Court of Arbitration for Sport's decision regarding the participation of Russian national teams in IIHF competitions," Skoda said in an e-mailed statement. It added that it is actively monitoring the situation and remains in contact with partners.

Strauss, a German manufacturer of work clothing and equipment, also threatened to reduce its visibility. CEO Henning Strauss said the company has valued its collaboration with the IIHF for many years. However, he noted that if Russia participates in the 2027 championship in Germany due to the CAS ruling, Strauss will forgo all logo exposure. The company is also considering a full withdrawal as a sponsor.

The pressure follows a ruling last week by the Court of Arbitration for Sport. The court obliged the IIHF to lift the exclusion of Russian national teams that had been in place since 2022. The IIHF said Wednesday that it was still deciding how to react to the decision.

"As presented to the CAS, the immediate reintegration of Russian teams presents significant practical and sporting challenges," the IIHF said. It cited issues with visas, security, and logistics, noting that some events are only weeks away. The federation claimed the global impact of the ruling was significantly underestimated.

The 2027 World Championship will be held in Germany next May. Almost half of the 16 participating nations are refusing to play games against Russia. Finland, Sweden, the Czech Republic, Norway, Denmark, and Latvia have already declared they will play the tournament but skip matches involving Russia.

Austria became the seventh nation to join this boycott late Tuesday. Alexander Helwig, CEO of the Austrian federation, told broadcaster ORF that Austria would certainly not play against Russia as of now. This growing European opposition complicates the scheduling of the upcoming event.

The Canadian government also announced it will not allow Russia to compete at the world junior championship in Canada starting next month. Other sponsors have voiced similar concerns. Nokian Tyres said it would end its backing if Russia plays, and furniture maker AJ Products, a sponsor since 1989, asked for its logo not to be shown.

Russian Sports Minister Mikhail Degtyaryov responded via the Tass news agency on Tuesday. He stated that his country expected to be awarded wins if other nations forfeit games. Russia also said it would send information about potential boycotts to the International Olympic Committee.