- Strauss and AJ Produkter say they will pull their logos from the 2027 Men’s World Championship if Russia plays
- Skoda says it will reassess its involvement, and the IIHF admits the CAS ruling’s impact was “significantly underestimated”
- Read below for the sponsor statements and the IIHF’s response
The IIHF’s Russia problem just got a lot more expensive.
Two longtime sponsors of the Men’s World Championship, Strauss and AJ Produkter, said Wednesday they will remove their branding from the 2027 tournament in Germany if Russia is allowed to take part. A third, Skoda, stopped short of that but made clear it is not happy.
Strauss CEO Henning Strauss explained the company’s position in a release.
“Should Russia’s national team participate in the 2027 World Championship in Germany as a result of the CAS ruling, we will forgo all logo exposure associated with the tournament. We are also considering withdrawing as a sponsor.”
AJ Produkter, which has sponsored the event for close to four decades, took a similar line. Chair Enock Johansson said pulling the logo is not a decision the company makes lightly.
“Sometimes that means making difficult decisions, even when they come at a price.”
Skoda, part of Germany’s Volkswagen Group, did not threaten a pullout outright. The Czech automaker said it does not support the Court of Arbitration for Sport’s decision and will “reassess our involvement in the tournament and take further action” if Russia plays.
The IIHF also responded Wednesday after a Council meeting. It maintains its disagreement with the CAS ruling and says the impact of the decision was “significantly underestimated.” The federation pointed to visa and entry requirements, security, logistics and competition formats, with some events only weeks away. It promised more information in the coming days.
Check out the statement:
This all traces back to the October 30 CAS ruling, which ordered the IIHF to let Russia back in right away. Frank Seravalli posted the news that morning:
Pressure has been piling up ever since. Finland, Sweden, Norway, Czechia and others have said they won’t play Russia, as six nations now boycott. Canada’s prime minister said Russia won’t be at the World Juniors in Alberta, and our first report on the ruling has the full background.
Now the money is moving too. A tournament that loses its title partners and a chunk of its field has a lot to sort out in a short time.
