Sponsorship sportsbiz

Engelbert Strauss Named As Official Sponsor For IIHF Ice Hockey World Championship

By Taruka Srivastav | May 19, 2021

Engelbert 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.

Sponsorship sportsbiz