Infront Guarantees $500 Million In Extending World Ice Hockey Rights

The International Ice Hockey Federation has extended its partnership with Infront  as marketing partner for the IIHF Ice Hockey World Championship as well as the two Division I tournaments from 2024 to 2033.

Over the 10-year period the deal foresees guaranteed payments and the provision of comprehensive media, marketing and digital by Infront in the value of more than CHF 500 million ($504 million).

The new agreement with Infront has been structured in order to allow the IIHF and Infront to mutually adapt to ongoing changes in the industry, where digital will continue to blur the traditional boundaries of the broadcast and sponsorship landscape in the coming years.

On top of this the parties will have equal share in the exploitation of new and innovative sources of revenues, such as sports and fan data.

The terms of the new agreement were determined by an IIHF Negotiation Group chaired by IIHF Vice President Bob Nicholson and comprising another five members of the IIHF Council.

Nicholson said: “We thank Infront for the very fair and always transparent negotiation process. During this process Infront has convinced both the IIHF negotiation group and the IIHF membership that it is the ideal commercial partner for IIHF until 2033, not only due to the significant financial contributions they will make in return for the rights, but also in terms of increased investment into services which will enable IIHF to remain at the forefront of future technological developments.”

Infront Senior Vice President Bruno Marty said: “The new agreement provides our partner IIHF long-term financial security, continuous investment into multiple services and a tried-and-tested team of seasoned commercial experts in the field of ice hockey.”

“This combination will significantly increase the potential of IIHF to further develop and grow the sport of ice hockey globally in the future and Infront is very proud to remain IIHF’s trusted partner on this mission. For Infront and its commercial partners this prolongation provides a strong basis for sustained, strategic collaboration in world ice hockey and beyond.”