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Škoda extends longest sponsorship in sports history through new IIHF Ice Hockey World Championship agreement

2 min read

New brand strategy focused on more connected world to form basis of new five-year prolongation

Zug, Switzerland/Mladá Boleslav - Škoda will continue its decades-long position as an Official Main Sponsor of the IIHF Ice Hockey World Championship for the next five years after prolonging its partnership. The agreement was brokered by Infront, the International Ice Hockey Federation’s (IIHF) exclusive media and marketing partner for the IIHF Ice Hockey World Championship and will see the automobile manufacturer maintain its presence through to the 2027 edition of the event.

The 2023 IIHF Ice Hockey World Championship will be the first event to showcase Škoda's new corporate identity and brand strategy, focusing on a smarter, more connected world. The automaker will support organisers by providing a fleet of 45 electric or hybrid vehicles to ensure a sustainable and eco-friendly event whilst also delivering an engaging concept for ice hockey fans.

Part of this experience will be through the "Škodaverse", a digital ecosystem launched by Škoda in 2022. This virtual world will feature games, custom avatars, an NFT gallery and the opportunity to explore a replica of the 2023 IIHF WM Tampere fanzone. Fans will also have the opportunity to win exclusive prizes including tickets to the finals in Tampere and NFTs created specifically for the 2023 event.


Škoda will also sponsor immersive replays shared on IIHF Ice Hockey World Championship social channels. The content offers a player's point-of-view perspective of key moments during a game, enabling viewers to feel like they are part of the action. It is the first time the technology will ever be used in any ice hockey competition globally.

Škoda will maintain a strong presence around the ice-rink and in the Official Fan Zones. 

Martin Jahn, Škoda Auto Board Member for Sales and Marketing, said, “We are proud of our long-term partnership with the IIHF Ice Hockey World Championship. This year, we will be taking this opportunity to present a new logo to our fans that reflects how our cars and Škoda Auto as a manufacturer are evolving. We are undergoing a fundamental transformation to electric drivetrains and digitalisation, and we want to show all sports enthusiasts the possibilities of these technologies, for example, through the virtual world of Škodaverse and augmented reality. As always, we are rolling out a mobile app, but this time we are adding something extra – spectacular replays of the event highlights. I think fans are going to enjoy the matches more than ever thanks to the latest technology.”

Luc Tardif, IIHF President said: “The IIHF is extremely delighted that Škoda is not only prolonging this great partnership but also choosing our flagship event to launch their new innovative corporate identity. We have been able to rely on Škoda’s transport solutions and fan engagement activities for over 30 years at the IIHF Ice Hockey World Championship. One of IIHF’s core values is community and Škoda’s contributions on all levels to international ice hockey demonstrates the strength of our sport to create unity and a true ice hockey family. And with a family brand like Škoda, we look forward to working together for the development of the game, many years to come.“

Bruno Marty, Senior Vice-President of ProSports at Infront said: “This long-term collaboration reflects the strength of our relationship and the mutual commitment to creating unforgettable experiences for ice hockey fans around the world. The IIHF Ice Hockey World Championship presents a perfect platform for Škoda to showcase its new direction, appealing to a younger audience who are passionate about sports and innovation. By leveraging the event's global reach and combining it with cutting-edge technology, Škoda is poised to captivate and engage the next generation of fans, while demonstrating their dedication to helping the world live smarter and more sustainably.”

The extension solidifies a long-lasting relationship that began in 1992. The partnership is the longest main sponsorship in the history of world sports championships according to Guinness World Records.

For more information and to explore the Škodaverse, please visit: or

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