Czech automotive manufacturer Skoda has renewed its sponsorship of the International Ice Hockey Federation’s (IIHF) World Championship.
The four-year extension runs from 2018 until 2021. The deal was brokered by the Infront Sports & Media agency, the exclusive marketing partner of the event.
Skoda was first named as an official car sponsor of the event in 1992 before becoming a main sponsor a year later. Under the new agreement, the company will continue to benefit from brand exposure on jerseys, helmets and on the rink.
Skoda chief executive Bernhard Maier said: “Ice hockey fits perfectly with Skoda. Our commitment to this fascinating sport has played a key role in our sponsorship strategy since the beginning of our success story in the 1990s.
“The sponsorship engagement has made a significant contribution to strengthening the image and reputation of Skoda internationally. Skoda will continue its growth in the coming years – especially on the international market. As such, it is only logical that we sponsor one of the world's most well-known annual sports events for the long term.”
This year’s World Championship concluded yesterday (Sunday) and was co-hosted by Cologne in Germany and the French capital of Paris. Sweden defeated Canada in the final to claim its 10th title.