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Infront seals Engelbert Strauss sponsorship for 2021 IIHF Ice Hockey World Championship

European workwear maker’s new logo and branding to feature on tournament ice machines for first time

Zug, SwitzerlandEngelbert Strauss, Europe’s leading workwear and utility brand,  has been named Official Sponsor of the 2021 IIHF Ice Hockey World Championship. The German company reached an agreement through Infront, the International Ice Hockey Federation’s (IIHF) exclusive media and marketing partner.

Engelbert Strauss’ new logo and branding will emblazon the tournament ice machines that clean the ice. They will also benefit from sponsorship placement on rink board advertising. 

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.”

Henning Strauss, Engelbert Strauss Managing Director said: “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.”

The 2021 IIHF Ice Hockey World Championship begins on 21 May in Riga, Latvia. The sponsorship broadens Engelbert Strauss’ presence in hockey following its involvement in the Champions Hockey League as a Presenting Sponsor since its debut season in 2014/15.

About Engelbert Strauss

Engelbert Strauss is Europe’s leading workwear and utility brand. Their utility products have gained a cult following, establishing Strauss as one of Europe’s most popular lifestyle brands.

Strauss has already caused a sensation with extraordinary partnerships in sports and entertainment - including collaborations with global stars such as the rock band Metallica and the Hollywood Stuntmen’s Association.

The company’s strategic direction in sports sponsorship focuses on the premium sector: Strauss is the official partner of the German national football team and the DFB Cup, official partner of FC Bayern Munich and presenting partner of the Champions Hockey League. The iconic Strauss ostrich also adorns the FIFA 21 InGame boards and supports the esports player foundation as a kit supplier and promoter of young talent.