The fallout from the revelation last week that Russia would be permitted to participate in International Ice Hockey Federation (IIHF) competition is already showing its face, as major IIHF sponsor AJ Produkter has broken its agreement with the body.
AJ Produkter, a Swedish workplace furniture and materials supplier, has sponsored the annual IIHF men’s World Championship for 37 consecutive editions, making it one of the body’s longest-tenured partners, but now says it will not be present at the event in 2027.
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The brand’s logos had appeared on referee jerseys throughout the competition, as well as rink-side dasherboards, and although AJ Produkter says that it will honor its contracted sponsorship obligations, it will not display its brand at the event.
Enock Johansson, AJ Produkter chair, explained: “Removing our logo after all these years is not a decision we make lightly. But our company has always stood for more than just commercial success. It is based on values, responsibility and doing what we believe is right. Sometimes that means making difficult decisions, even when they come at a price."
Last week, the Court of Arbitration for Sport (CAS) ruled that Russia could compete in IIHF national team competition, and the federation acquiesced, albeit begrudgingly.
Despite the IIHF’s opposition to the ruling, Johansson continued: “Sport is based on rules. The referees make sure that the rules are followed on the ice. International law sets the rules between states. When a country so seriously disregards these rules, there must be consequences,"
AJ Produkter chief executive David Bray added: "Our decision is not directed against ice hockey, its players, referees or supporters. We respect the IIHF and are aware that the verdict was not the outcome that the federation wanted."
By comparison, earlier this month AJ Produkter maintained its sponsorship of the European Curling Championships, which barred Russia from participating.
The 2027 IIHF Men’s World Championship will be staged in Dusseldorf and Mannheim, Germany, from May 14 to 30.
Multiple national hockey federations have objected to the possibility of facing Russia, including Finland, which said it will outright refuse to compete against Russia so long as the war in Ukraine continues.
Finland is looking for support from other countries in the region who have already opposed Russian participation to support it and also refuse to face Russia.
The national federations of Austria, Czechia, and Germany have each already published statements decrying the decision and suggested they will mount opposition to the CAS ruling.
Perhaps ironically, it seems that Russia will take Ukraine’s place in the tournament, lining it up to face a number of disgruntled countries across Europe, including Finland, Sweden, Germany, and Latvia.
Other sponsors of the upcoming event include lubricants brand Liqui Moly, watch brand Tissot, workwear company Strauss, construction supply firm Wurth, and Patron Auto Parts.
It remains to be seen whether or not such brands will follow AJ Produkter’s lead.
AJ Produkter will still pay its sponsorship fee, but the removal of its brand poses a question for the IIHF about how far it may go before such decisions begin to affect sponsorship revenue and renewal rates from its long-term partners.
Russia has been banned from competing in many sports since the country invaded Ukraine in 2022. But the country appears to be slowly returning to the global sports scene, through both participation and hosting.
Last week, weightlifting became the first Olympic sport to bring global championships back to Russia after the International Weightlifting Federation (IWF) awarded its 2030 Weightlifting Championships to Moscow.
