Major sponsors are raising the stakes over Russia’s possible return to international hockey: Strauss and AJ Produkter say they’ll remove their branding from the 2027 men’s world championship if Russia plays, while Škoda says it will reassess its involvement. The pressure follows a Court of Arbitration for Sport ruling that cleared Russia’s hockey federation to compete in IIHF tournaments immediately.

By the Numbers
  • 3 sponsors have publicly objected to Russia’s potential return.
  • 2 sponsors—Strauss and AJ Produkter—say they’ll pull tournament branding if Russia plays in 2027.
  • AJ Produkter has sponsored international hockey for nearly 40 years.
Yes, But

Škoda has not committed to withdrawing, saying only that it will reassess its involvement and consider further action. Strauss and AJ Produkter have also specified that they’ll remove branding; Strauss says it is additionally considering ending its sponsorship.

State of Play
  • Czechia, Sweden and Finland have said they won’t play Russian teams.
  • Canadian Prime Minister Mark Carney said Russia “will not” participate in the 2027 IIHF World Junior Championship in Edmonton and Red Deer, Alberta.
What’s Next

The IIHF’s decisions on Russia’s participation could prompt sponsors and national federations to clarify or escalate their responses ahead of upcoming tournaments.

Bottom Line

Russia’s possible return is becoming a test of the IIHF’s relationships with both sponsors and hockey nations—not just a question of eligibility.