Skoda and Strauss will review their sponsorship of the Ice Hockey World Championship if Russia is allowed to participate, according to a report from dpa international. The two companies, which are among the tournament's major sponsors, have indicated they may reconsider their involvement depending on the International Ice Hockey Federation's decision regarding Russian participation.
The potential review comes amid ongoing discussions about Russia's status in international ice hockey competitions following the country's invasion of Ukraine. The IIHF has previously banned Russian and Belarusian teams from its tournaments, but the situation remains fluid ahead of future championships.
Skoda, the Czech automobile manufacturer, has been a long-time partner of the IIHF World Championship, with its branding prominently featured at tournament venues. Strauss, an Austrian food company, also holds sponsorship rights. Both companies' logos were visible at recent events, including the 89th Geneva Motor Show where a Skoda emblem was displayed.
The sponsors' stance adds commercial pressure on the IIHF as it navigates the politically sensitive issue of Russian participation. Any decision to readmit Russia could risk losing major sponsorship revenue, while maintaining the ban continues to exclude a traditional ice hockey powerhouse.
