Skoda may rethink hockey sponsorship if Russia plays. It has backed the worlds since 1993

Czech carmaker Škoda Auto will reconsider its role at the IIHF Ice Hockey World Championship if Russia takes part, the Czech news agency ČTK reported on 4 November 2026. Škoda has been the tournament’s main sponsor since 1993.

The statement follows a ruling by the Court of Arbitration for Sport (CAS) on 30 October. The court said the International Ice Hockey Federation (IIHF) must let Russian teams back into its events. The IIHF had banned Russia in February 2022, after the invasion of Ukraine.

Škoda rejects the CAS ruling and says it is talking to partners

Škoda said it does not agree with the court’s decision. In its view, Russia’s return clashes with the brand’s long-held values while Russian aggression continues. The company said it is in close contact with its partners and will take further steps. It did not say whether that could mean ending the deal. The statement came through Iva Povolná from Škoda’s communications team.

The carmaker has drawn this kind of line before. In 2021 it said it would pull out if Belarus co-hosted the worlds. The IIHF later took the tournament away from Belarus.

Tipsport and Prazdroj will keep their logos away from Russia games

Two other Czech sponsors spoke out in the days before. Betting group Tipsport called the CAS ruling scandalous. It said it cannot picture its ads during games against Russia, either on the ice or in TV broadcasts. Brewer Plzeňský Prazdroj said it will make sure its logo does not appear during any Czech–Russia game.

A sponsor buys a place next to a sport, but it has no say over who plays. Brands are reviewing big sports deals for other reasons too: McDonald’s ended its World Cup sponsorship this year. And an IPA study on sports sponsorship found that six in ten people working in the field doubt their deals pay off.

Russia’s first chance to return comes in Canada on 26 December

AP reported that the ruling covers IIHF events in the 2026–27 season. The first is the men’s world junior championship in Edmonton and Red Deer, Canada, which starts on 26 December. Under-18 tournaments in Czechia and Minnesota follow in 2027. The IIHF said it was disappointed but will follow the ruling. The German federation, host of the next men’s worlds, opposes Russia taking part.

The men’s world championship, where Škoda’s brand is most visible, takes place in Germany in May 2027. Will Russia be in the draw? If it is, Škoda will have to explain what its “further steps” mean before the tournament starts.