Würth, the German-based global leader in assembly and fastening materials, is making a bold return to the international ice hockey spotlight as the Official Sponsor of the 2026 and 2027 IIHF Ice Hockey World Championships. The announcement, made public on October 13, 2025, marks a significant expansion of Würth’s already impressive sports sponsorship portfolio and reinforces its commitment to engaging with fans and customers across Europe and beyond.
The partnership was brokered through Infront Sports & Media AG, the exclusive marketing partner of the International Ice Hockey Federation (IIHF). It covers two of the world’s most prominent sporting events: the 2026 IIHF Ice Hockey World Championship, set to take place in Switzerland, and the 2027 tournament, which will be hosted by Germany. These events routinely draw millions of viewers and sell out massive arenas, making them prime real estate for brands seeking global recognition.
For Würth, this sponsorship is more than just a marketing move. It’s a homecoming of sorts. “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,” said Fritz Hollweck, Würth’s Head of Sports Sponsorship, in comments reported by Sportcal. The company’s roots in Germany and strong presence in Switzerland mean these tournaments offer a unique chance to connect with core markets on familiar turf.
According to the official release on Würth’s website, the collaboration includes extensive in-arena visibility and digital activations. These efforts are designed to further strengthen Würth’s international brand awareness and deepen its connections with key target groups in important markets. Fans attending the championships can expect to see Würth’s branding woven into the very fabric of the event, from rinkside boards to digital platforms, creating what Michael Witta, Senior Vice President Marketing Sales & Services at Infront, described as an “impactful presence that engages fans worldwide and strengthens Würth’s connection to the global ice hockey community.”
This isn’t Würth’s first foray into the world of ice hockey. The company has a longstanding partnership with the Spengler Cup in Davos, one of the sport’s most prestigious invitational tournaments. By adding the IIHF World Championships to its sponsorship roster, Würth is doubling down on its commitment to the sport and its passionate fanbase. The move is also a natural extension of Würth’s broader international sports sponsorship strategy, which focuses on visibility at major global events.
Würth’s sports sponsorships extend far beyond the ice. The company is the Official Tool Supplier of MotoGP, the world’s premier motorcycle racing championship, and the Title Sponsor of the Würth 400 in the NASCAR Cup Series in the United States. Football is another major arena for the brand, with partnerships that include the German Football Association (DFB), the Italian Football Federation, and the referees in Spain. Most recently, Würth also extended its exclusive partnerships with major European and World Handball Championships, signaling a clear, long-term commitment to international top-level sports. As noted by the company, these partnerships are not just about brand exposure—they’re about aligning with the values of precision, reliability, and passion that define both Würth and the sports it supports.
The scale of Würth’s operations helps explain why these high-profile sponsorships make sense. The Würth Group employs more than 87,000 people in over 400 companies with more than 2,800 shops across 80 countries. In the 2024 fiscal year, the group generated sales of EUR 20.2 billion and reported an operating result of EUR 940 million, according to official company data. Adolf Würth GmbH & Co. KG, based in Künzelsau, Germany, stands as the group’s largest single company with over 8,000 employees. This global footprint means that engaging with international sporting events is not just a marketing opportunity, but a way to connect with employees and customers on a personal level.
For the IIHF, the addition of Würth as an Official Sponsor is a significant win. The World Championships are among the sport’s crown jewels, drawing elite teams and massive audiences. The 2026 and 2027 tournaments, in particular, are expected to be major highlights on the international sports calendar. According to Sportcal, the deal with Würth was struck by the Infront agency on behalf of the IIHF, ensuring that the partnership is built on a foundation of expertise in sports marketing and fan engagement.
It’s worth noting that the IIHF’s event calendar is bustling. Earlier this month, Denmark was named as the host nation for the 2026 Women’s World Championship, scheduled from November 6 to 16 next year in Herning and another as-yet-unnamed city. The 2024 and 2025 Women’s World Championships were held in the United States and Czech Republic, respectively, underscoring the truly global nature of the sport and its expanding footprint.
Würth’s strategy in ice hockey is reflective of a broader trend among major brands seeking to leverage the emotional power of sports to build lasting relationships with fans and customers. “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,” Hollweck remarked, capturing the essence of what makes ice hockey such an attractive platform for sponsors and spectators alike.
The partnership also highlights the evolving nature of sports sponsorship in the digital age. While in-arena visibility remains a cornerstone of brand activation, digital platforms are playing an ever-larger role in reaching fans wherever they are. Würth’s approach, combining traditional and digital activations, is designed to ensure that the brand remains front and center in the minds of both spectators in the stands and viewers at home.
Looking ahead, the 2026 and 2027 IIHF Ice Hockey World Championships promise to be memorable not just for the athletes and fans, but for Würth as well. With its deep ties to the sport, comprehensive sponsorship strategy, and global reach, the company is poised to make a significant impact on the world stage. As both Switzerland and Germany gear up to host these prestigious tournaments, the partnership serves as a reminder of the powerful connections that can be forged when business and sport come together with shared passion and purpose.
In the end, Würth’s renewed commitment to ice hockey is more than a sponsorship—it’s a celebration of community, competition, and the enduring spirit of the game.
