Würth becomes Official Sponsor of the 2026 and 2027 IIHF Ice Hockey World Championships
Würth will be an Official Sponsor of the 2026 IIHF Ice Hockey World Championship in Switzerland and the 2027 tournament in Germany. With this partnership, the company returns to the grand stage of international ice hockey, continuing its long-standing tradition in sports sponsorship.
The agreement with Infront Sports & Media AG, the exclusive marketing partner of the International Ice Hockey Federation (IIHF), covers both tournaments, which rank among the world’s largest sporting events. With this step, Würth expands its existing commitment to ice hockey and enhances its global brand visibility, complementing its long-term partnership with the prestigious Spengler Cup in Davos.
“Anyone who has ever stood in a sold-out ice hockey arena immediately feels the energy of this sport, the speed, the passion, the dedication,” says Fritz Hollweck, Head of Sports Sponsorship at Würth. “The fact that the upcoming World Championships will take place in Switzerland and Germany makes it something very special for us: it feels like two home games. This proximity to our customers and employees is what makes the partnership so valuable for Würth.”
The collaboration includes extensive in-arena visibility as well as digital activations. The objective is to further strengthen Würth’s international brand awareness while deepening connections with key target groups in important markets.
Michael Witta, Senior Vice President Marketing Sales & Services at Infront, said: "Würth’s long-standing commitment to sport and strong brand values of precision and reliability make them a perfect fit for the IIHF Ice Hockey World Championship. Together, we look forward to creating an impactful presence that engages fans worldwide and strengthens Würth’s connection to the global ice hockey community.”
Sports sponsoring at Würth
The partnership is part of Würth’s comprehensive international sports sponsorship strategy, which focuses on visibility at major global events. In addition to ice hockey, Würth is present as the Official Tool Supplier of MotoGP, Title Sponsor of the Würth 400 in the NASCAR Cup Series in the USA, and as a partner in football, including the German Football Association (DFB), the Italian Football Federation, and the referees in Spain. Most recently, Würth also extended its exclusive partnerships with the major European and World Handball Championships, a clear signal of its long-term commitment to international top-level sports.
About the Würth Group
The Würth Group is leading in the development, production, and sale of assembly and fastening materials. Other trading and production companies, the Allied Companies, operate in related business areas, ranging from electrical wholesaling and electronics to financial services. The Group currently employs more than 87,000 people in over 400 companies with more than 2,800 shops across 80 countries. The Group generated sales of EUR 20.2 billion and an operating result of EUR 940 million in the 2024 fiscal year. With over 8,000 employees, Adolf Würth GmbH & Co. KG in Künzelsau, Germany, is the largest single company in the Würth Group.