ZURICH, Switzerland —
The International Ice Hockey Federation (IIHF) has announced a new multi-season sponsorship agreement with Canadian-founded equipment manufacturer TRUE Hockey, beginning with the 2026–27 season. The deal will make TRUE Hockey a key supplier and development partner across most IIHF divisions, underscoring both organizations’ commitment to expanding and modernizing the global game.
The partnership will include all IIHF competitions except for the World Men’s and World Women’s Championships and the Olympic Games. TRUE Hockey will serve as the exclusive supplier of team uniforms and apparel for all IIHF Member National Associations during international events.
TRUE Hockey, known for its advanced technology in sticks, skates, and protective gear, has built a strong reputation among professionals and grassroots players alike. The brand is trusted by elite athletes including Connor Hellebuyck, Mitch Marner, Brady Tkachuk, and Natalie Spooner. With operations spanning Canada, the United States, and Europe, the company has become a global leader in customized performance equipment.
Luc Tardif, President of the IIHF, said the organization views the partnership as a major step toward strengthening hockey development worldwide. “We are thrilled to welcome TRUE Hockey as a partner and look forward to working with them to elevate the IIHF’s development initiatives,” Tardif said. “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.”
The new agreement comes amid growing international interest in hockey at both the junior and amateur levels. By partnering with TRUE Hockey, the IIHF aims to expand access to high-quality gear and enhance competitive standards across all its events, from the U18 and World Junior Championships to emerging regional tournaments.
Kristoffer Holm, IIHF Commercial, Marketing and Communications Director, said the partnership reflects a shared mission to equip players with the best tools possible. “This partnership with TRUE Hockey marks an exciting new chapter for the IIHF,” Holm said. “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.”
TRUE Hockey’s involvement will also support the IIHF’s grassroots development network, which spans 84 national associations. The brand’s emphasis on research, innovation, and athlete-centred design complements the federation’s ongoing investment in coaching programs, youth tournaments, and community outreach.
W. Graeme Roustan, owner of TRUE Hockey, described the partnership as both an honour and a responsibility. “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,” Roustan said.
Industry analysts note that the timing of the agreement positions both organizations well for the next phase of hockey’s global expansion. With the sport continuing to gain popularity in emerging markets across Asia and Europe, a partnership between the IIHF and a technologically driven brand like TRUE Hockey could accelerate growth and accessibility.
Under the terms of the sponsorship, TRUE Hockey branding will feature prominently across IIHF-sanctioned tournaments starting in 2026–27, including visible integration in team apparel, rink boards, and promotional initiatives.
The IIHF, headquartered in Zurich, serves as the global governing body for ice hockey, overseeing international competitions and coordinating with its 84 Member National Associations. Its mandate includes developing the sport through tournaments such as the World Championships and the Olympic Games.
TRUE Hockey, meanwhile, continues to expand its footprint as a leading supplier of performance equipment for players of all levels. The company’s emphasis on design precision and custom fitting has established it as one of the most trusted names in the hockey equipment industry.
With both organizations emphasizing innovation and accessibility, their partnership signals a renewed commitment to growing hockey from the grassroots to the global stage.
