The Swedish furniture company AJ, which has sponsored the Ice Hockey World Championship since 1989, has announced that it intends to remove its logos from the rinks at next May’s championship in Germany, in protest against Russia being allowed to participate following a decision by the Court of Arbitration for Sport (CAS).
On Tuesday, the Swedish Ice Hockey Association said Sweden would not play Russia in World Championship matches, but that boycotting entire tournaments was not an option.
The decision has been welcomed by insurance company Gjensidige, one of the federation’s largest sponsors.
“Our view has always been clear: as long as the war in Ukraine continues, we see no reason to change our position on Russian participation in international ice hockey. We think it is good that Swedish ice hockey is now clearly standing by that position,” CEO Anders Lundin wrote to TT.
Another of the federation’s sponsors, Nibe, shares Gjensidige’s view.
“I understand that this can be a difficult issue to deal with in light of the Court of Arbitration for Sport’s decision, but there is a moral issue here. It is about the need for you, as a fellow human being, organisation or company, to take a common position on what is right and wrong,” says Marketing and Communications Manager Maria Hägg.
Svenska Spel is the main sponsor of the Swedish Ice Hockey Association. In an email to TT, the gaming company wrote that Russia should not be allowed to participate in the World Championship.
“The decision by CAS is tarnishing the sport, and Russia should not be allowed to participate in the Ice Hockey World Championship,” Svenska Spel wrote.
The car brand Skoda has sponsored the Ice Hockey World Championship for 30 years and is the tournament’s official main partner.
Viktor Asplund is Skoda’s PR manager in Sweden. He told TT that it may be relevant to protest the CAS decision in some way.
“Absolutely, given the situation with Russia,” he says.
What do you think?