Ice Hockey World Championships sponsor threatens to pull out over Russia

Workwear company Strauss says it will give up its branding at the 2027 Ice Hockey World Championships if Russia is allowed to compete, and is considering withdrawing as a sponsor. The warning puts pressure on the International Ice Hockey Federation (IIHF) as it considers the consequences of a successful Russian appeal against its ban.

The Court of Arbitration for Sport ruled that the IIHF must allow Russian teams into the men’s and women’s world championships and related junior events, finding the federation had not provided sufficient evidence for its safety and security concerns. The panel did not require a neutrality policy or address organisational consequences. Russia was banned from international sport after its 2022 invasion of Ukraine, though some sports have since readmitted Russian athletes.