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.
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