Ice Hockey World Cup Achieves Global Broadcasting Reach
Infront has secured broad coverage of the 2025 IIHF Ice Hockey World Championship, held in Sweden and Denmark from May 9-25, in its role as the event’s exclusive media and marketing partner. Together with 90 media partners, the Ice Hockey World Championship will be broadcast in 100 territories.
The championship will feature innovative digital activations, spearheaded by the new IIHF.TV OTT platform. This centralised streaming service will cover markets lacking traditional broadcast agreements, providing ice hockey enthusiasts with extensive original content and a personalised viewing experience.
Infront's and IIHF's advanced digital initiatives include vertical content and generative AI-driven highlights, powered by WSC Sports, enhancing fan engagement across all platforms with new stories-form content across the official IIHF mobile apps. Additionally, a strategic partnership with TikTok will deliver targeted content in an official tournament search hub to millions of users across the Nordic and DACH regions.
The Avicii Arena in Stockholm was completed in February 2025 and was renovated and modernized primarily with a view to the Ice Hockey World Championship in Sweden and Norway.
The sponsor roster is led by long-standing Official Main Sponsor Skoda. They are joined by returning Official Sponsor Tissot, which continues its “Tissot Time Predictor” activation, offering fans the chance to engage by predicting key game moments to win exclusive prizes. Official Sponsors AJ, Bauhaus, Raiffeisen Bank International, Strauss, Liqui Moly, Nike and Patron are also onboard once again.
Bruno Marty, Senior Vice President of ProSports at Infront, said: “Our innovative digital strategy and comprehensive broadcast coverage will provide both ice hockey and its stakeholders with unprecedented global visibility. By integrating pioneering digital technologies and dynamic sponsorship activations, we continue to enhance the value delivered to our partners, ensuring impactful connections with hockey fans worldwide.”
The NHL is planning its own World Championship, independent of the International Ice Hockey Federation (IIHF), featuring only players from the national teams of Canada, Finland, Sweden, and the USA.
Luc Tardif, President of the International Ice Hockey Federation (IIHF), added: "The widespread coverage and sponsor commitment illustrates that the IIHF Ice Hockey World Championship continues to be a draw globally. Our long-term partnership with Infront is once again delivering commercially for the sport and I look forward to building on the success of previous years.” (stadiaworld, 09.05.2025)
