Škoda drives on as sponsor of IIHF World Championship to 2021
Škoda, the Czech carmaker owned by Germany’s Volkswagen, today renewed its long-running sponsorship of ice hockey’s IIHF World Championship to 2021.
The deal was brokered by Infront Sports & Media, the international sports marketing agency that is the exclusive media and marketing partner of the International Ice Hockey Federation.
Škoda has supported the tournament for the last 25 years, having initially been its official car sponsor in 1992 and then its official main sponsor the following year.
Bernhard Maier, chief executive of Škoda, commented: “The sponsorship engagement has made a significant contribution to strengthening the image and reputation of Škoda internationally. Škoda will continue its growth in the coming years – especially on the international market. As such, it is only logical that we sponsor one of the world's most well-known annual sports events for the long term.”
René Fasel, IIHF president, added: “Škoda has always been a very reliable partner, providing solutions to the transport challenges that such a large operation as the IIHF Ice Hockey World Championship has. The Škoda car has become an icon of the tournament, something that you can associate with the event either with the cars on display in the arena or when they are driving around the host city.”
The final of this year’s IIHF World Championship, which is being co-hosted by Cologne, Germany and Paris, France, takes place on Sunday.
Read about Infront’s digital operations at the 2017 IIHF World Championship on Sportcal Insight here.
Meanwhile, the IIHF announced today that it is expanding ice hockey's women’s World Championship from eight to 10 teams from the 2019 edition onwards.
The federation also said it will propose the same increase to the International Olympic Committee for the ice hockey event at the 2022 winter Olympic Games in Beijing.
Last month, the USA, hosts of this year’s World Championship, beat Canada 3-2 to claim the 2017 women’s world title.