Major sports and entertainment agency Infront and the German Ice Hockey Federation (DEB) have extended their exclusive marketing rights deal through 2027-28.

Under this four-year partnership renewal, unveiled today, Infront will hold and sell advertising and sponsorship rights for DEB national teams, and international media rights for their fixtures.

However, the deal will see the ice hockey body given the chance to identify sponsors through its in-house marketing department.

The deal comes with Germany set to host the International Ice Hockey Federation’s (IIHF) World Championship in 2027.

Indeed, Infront is also the exclusive marketing partner for the World Championships, in a deal running through 2033.

The initial tie-up between the DEB and Infront dates back to 2006, with the last extension – a four-year affair – announced in May 2020. That tie-up expired at the end of the 2023-24 campaign.

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Infront has said the signing of this deal follows on from “intensive negotiations” with the DEB, “under the professional guidance of a specialized consultant.”

An agency “specializing in tenders and rights packages” was also involved from the DEB’s side.

Peter Merten, president of the DEB, commented: “With this new contract we have established a strong overall marketing concept with two main pillars for the coming years. The DEB will continue to benefit from the partnership with Infront whilst also having the opportunity to drive forward the marketing of the national teams ourselves with our association's own marketing department.

“In this way, we can optimally position the DEB as an attractive advertising partner for existing and new sponsors and continuously develop ourselves further.”

At the end of May, Infront struck another tie-up with a German sports body – in that case, with the country’s top-tier Bundesliga soccer competition.

Matthias Pietza, Infront Germany’s managing director, added: “We will use the years leading up to the 2027 IIHF Ice Hockey World Championship in Germany to together further expand the advertising and communication platforms around the successful DEB national teams.”

The most recent Infront-IIHF deal was unveiled in September 2019, covering the 2024-33 period.