Engelbert Strauss, the German workwear and safety equipment brand, has signed up as a sponsor of ice hockey's IIHF World Championship, set to take place in Riga in Latvia.

The deal was brokered by Infront, the international sports agency, in its capacity as the exclusive media and marketing partner of the International Ice Hockey Federation.

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In a new innovation, Engelbert Strauss’ new logo and branding will feature on the ice machines that clean the ice, and the company will also have a presence on rink board advertising.

The World Championship starts tomorrow and runs until 6 June.

The deal consolidates the company’s involvement in ice hockey as it is also the presenting sponsor of the Champions Hockey League, the top European clubs competition, in a deal that dates back to 2014-15.

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Engelbert Strauss is also a major sponsor of German soccer, with deals with the national team, the DFB Cup and top club Bayern Munich.

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In addition, there are well-established ties with Infront, and indeed the company recently recruited Antonio Dominguez, from the agency, to head up its new in-house sponsorship unit.

Michael Witta, Infront vice president marketing sales and services, said: “Engelbert Strauss is looking to broaden its brand reach to new audiences and recognised that the IIHF Ice Hockey World Championship is the ideal platform to achieve this. We know them well, are fully aligned with what they are looking for in a sponsorship and know that this opportunity offers huge potential.”

Engelbert Strauss managing director Henning Strauss added: “The 2021 IIHF Ice Hockey World Championship provides us a chance to engage ice hockey fans around the world, perfectly fitting our new international approach. We have been offered a unique opportunity to have our brand front and centre of the event and are excited to properly leverage this occasion to strengthen the relationship we have with the supporters.”