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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.
In short
- Strauss may withdraw its support if Russia competes.
- A sports court ruling upheld Russia’s appeal.
- The IIHF must weigh the ruling against sponsor concerns.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Allowing Russian teams back would respect the Court of Arbitration for Sport’s ruling and the principle that athletes should not be excluded without sufficient evidence of specific safety risks. Supporters could also argue that sporting participation should not be determined by nationality, and that clear, consistently applied rules—including any appropriate neutrality conditions—would protect fairness and the integrity of competition.
The case against
Keeping Russia out could be defended as a response to the invasion of Ukraine and as a way to avoid treating international sport as separate from the serious consequences of that action. The IIHF and its partners may also judge that participation could create safety, organisational or reputational risks, and that sponsors should be free to withdraw if their values or responsibilities make continued support untenable.
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