ZURICH, Switzerland (October 17, 2025) – The International Ice Hockey Federation (IIHF) is excited to announce a new multi-season sponsorship agreement with TRUE Hockey, a leading brand in ice hockey equipment and gear, effective starting from the 2026-27 season.
This landmark partnership will cover all IIHF divisions, excluding the World Men’s and World Women’s Championships as well as the Olympic Games, and will make TRUE Hockey the exclusive supplier of team uniforms and apparel for all IIHF Member National Associations for all international events.
“The IIHF is the cornerstone of all grassroots and development hockey programs around the world through its 84 Member National Associations network, and it is an honour and privilege for TRUE Hockey to be a partner in growing the game we all love,” said W. Graeme Roustan, owner of TRUE Hockey.
TRUE Hockey, renowned for its innovation in hockey sticks, skates, and protective equipment, will now be a key partner in the IIHF’s mission to further develop the sport at all levels. The sponsorship is set to enhance the overall experience for players, teams, and fans across numerous IIHF events, from junior leagues to senior-level competitions. Trusted by elite athletes such as Connor Hellebuyck, Mitch Marner, Brady Tkachuk and Natalie Spooner, TRUE Hockey is committed to enhancing player performance at all levels.
“We are thrilled to welcome TRUE Hockey as a partner and look forward to working with them to elevate the IIHF’s development initiatives,” said Luc Tardif, President of the IIHF. “TRUE Hockey’s commitment to innovation and excellence aligns perfectly with the IIHF’s values, and we are excited to see the impact this collaboration will have on the grassroots and developmental levels of the sport.”
Kristoffer Holm, IIHF Commercial, Marketing and Communications Director, added: “This partnership with TRUE Hockey marks an exciting new chapter for the IIHF. We are deeply committed to supporting hockey players at all levels, and our goal is to provide cutting-edge equipment that can help players perform at their best. We look forward to seeing TRUE Hockey’s products become an integral part of the IIHF family, helping athletes excel in their training and competition.”
The sponsorship will commence in the 2026-27 season, and TRUE Hockey will be featured prominently at various IIHF events, including the World Junior Championships, U18 events, and other IIHF-sanctioned tournaments, as part of the ongoing efforts to grow the sport internationally.
Read the full news release here.