Hockey’s global FIH governing body has announced a new commercial partnership with the Sportfive international sports marketing agency as it looks to grow its global visibility.
Under the partnership, Sportfive will help the FIH secure new brand partnerships across major markets, including the Middle East, South Asia, Europe, and the United Kingdom, starting with the FIH’s flagship men's Hockey World Cup national teams tournament, taking place in Belgium and the Netherlands from August 13 to 30, 2026.
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The agreement will also cover FIH’s wider portfolio of international events and tournaments, including its Pro Hockey League and Hockey5s World Cup.
Robert Müller von Vultejus, chief growth officer at Sportfive, has said: “Hockey has a passionate global following, and we see tremendous potential to connect brands with fans in meaningful ways. This is just the beginning of what we believe will be a dynamic and enduring relationship.”
The new agreement comes as FIH shores up its commercial partnerships, recently securing Endeavor Streaming, a subsidiary of the international entertainment agency giant, to power its Watch.Hockey OTT streaming service.
The governing body also has a partnership in place with Spring Media, the Sweden-based international sports media and marketing agency, to distribute live betting video rights for its events through 2028.
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By GlobalDataFIH president Tayyab Ikram said: “As hockey’s world governing body, our primary mission is to develop the sport globally.
“This would not be possible without the invaluable support of commercial partners who are steadfastly committed to us and share the values of our sport. We are confident that Sportfive’s support will enable us to elevate hockey to the next level and are looking forward to a fruitful collaboration.”
