The International Ice Hockey Federation (IIHF) has announced the extension of its partnership with sports marketing company Infront Sports & Media until 2033.

The pre-existing deal was set to expire in 2023, however, a unanimous decision was made by delegates of the IIHF Congress last week which has led to this 10 year contract extension being given. 

Bob Nicholson, IIHF Vice President, commented on the extended partnership: “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.”

The bumper contract will see Infront continue as the IIHF’s marketing partner for major events which includes the IIHF Ice Hockey World Championship and the two Division I tournaments from 2024 to 2033.

A statement released by the IIHF read: “Over the 10-year period it foresees guaranteed payments and the provision of comprehensive media, marketing and digital services by Infront in the value of more than CHF 500 million. On top of this the parties will have equal share in the exploitation of new and innovative sources of revenues, such as sport and fan data.”

The new agreement has been structured in order to allow both the IIHF and Infront to adapt to ongoing changes in the industry. This is due to the fact that future technological advancements are expected to continue blurring the traditional boundaries of both broadcast and sponsorship landscape.

Infront Senior Vice President, Bruno Marty, concluded “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.”

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