By Salma El-Sakka
Major sponsors of the men's ice hockey world championship are threatening to withdraw support if Russia competes in next year's tournament in Germany, escalating pressure on the International Ice Hockey Federation (IIHF) following a Court of Arbitration for Sport ruling that lifted Russia's exclusion.
Sponsors threaten reassessment
Automaker Skoda, the tournament's main sponsor for over 30 years, said Wednesday it would "reassess" its involvement if Russia participates. The Czech-based company, part of Volkswagen Group, stated Russia's return is incompatible with its values while the war in Ukraine continues. Workwear firm Strauss, another long-time backer, said it would refuse logo exposure and consider withdrawing as a sponsor if Russia plays in the 2027 championship.
Other sponsors join criticism
Tire manufacturer Nokian Tyres said it would end its backing if Russia takes part, while furniture maker AJ Products, a sponsor since 1989, said Monday it would request its logo not be shown.
IIHF acknowledges underestimated impact
The IIHF said the CAS ruling's impact had been "significantly underestimated" and that it is still deciding how to react. The federation cited practical challenges including visa requirements, security, logistics, and competition format changes with limited time before events.
European nations expand boycott
Finland, Sweden, the Czech Republic, Norway, Denmark, Latvia, and now Austria have declared they will not play against Russia. Austrian federation CEO Alexander Helwig told broadcaster ORF that Austria would certainly not play Russia. Russian Sports Minister Mikhail Degtyaryov said Russia expects forfeit wins and will inform the International Olympic Committee about potential boycotts.
Canadian government blocks junior championship participation
The Canadian government also said it will not allow Russia to compete at the world junior championship starting next month.
