Fastener supplier Wurth has become a sponsor of the next two World Championships organized by the International Ice Hockey Federation (IIHF).
Through a deal unveiled today, struck on behalf of the IIHF by the Infront agency, Wurth becomes a commercial partner of the men's 2026 Ice Hockey World Championship in Germany and the 2027 edition to be held in Switzerland, gaining in-arena visibility and digital activations.
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Wurth, headquartered in Germany, now adds the next duo of IIHF World Championships to its existing ice hockey sponsorship portfolio, which already includes the annual invitational Spengler Cup event in Davos.
In other sports, meanwhile, it has partnerships in place with properties such as motorcycling's MotoGP and Nascar, various European soccer properties, as well as with a range of top-tier handball events.
Michael Witta, senior vice president of marketing sales and services at Infront, has said: "Together, we look forward to creating an impactful presence that engages fans worldwide and strengthens Würth’s connection to the global ice hockey community.”
Fritz Hollweck, Wurth's head of sports sponsorship, added: "The fact that the upcoming World Championships will take place in Switzerland and Germany makes it something very special for us: it feels like two home games. This proximity to our customers and employees is what makes the partnership so valuable for Würth.”
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By GlobalDataEarlier this month, the IIHF named Denmark as the host nation of the 2026 Women’s World Championship.
The tournament is scheduled to be played from November 6 to 16 next year in Herning and in another – as yet unnamed – city.
This year’s edition was held in the Czech Republic, while the 2024 tournament was hosted by the US.
