Global Hockey Bets on New Commercial Partnership to Boost Sponsorship Strength

For years, world hockey has battled to secure major commercial partners for its top events, often falling behind other global sports in attracting high-value sponsorships. Outside of India—where local companies regularly back regional tournaments—the sport has struggled to bring big international brands into competitions such as the FIH Pro League.

Now, the International Hockey Federation (FIH) is hoping for a major turnaround.

In a strategic move aimed at reshaping hockey’s commercial future, FIH has entered a new partnership with Sportfive, one of the world’s leading sports marketing agencies. The collaboration positions Sportfive as a central commercial driver for FIH events, with a clear mandate: expand the sport’s global reach, elevate its commercial value, and unlock sponsorship opportunities in key markets including the Middle East, South Asia, Europe and the United Kingdom.

The alliance will make its debut on the biggest stage — the 2026 Hockey World Cup, co-hosted by Belgium and the Netherlands. Beyond the World Cup, Sportfive will also work across the FIH Pro League and the FIH Hockey5s World Cup, signalling a long-term commitment to strengthening hockey’s global commercial foundations.

Sportfive brings a substantial track record to the partnership. Over the past two decades, the German agency has worked across multiple major sports and brands, shaping high-profile partnerships worldwide. Its portfolio includes facilitating the Los Angeles Lakers’ first global sponsorship, linking them with Korean food brand Bibigo. In football, Sportfive played a key role in connecting Chelsea FC with travel platform Trivago, and it continues to manage major commercial relationships for Borussia Dortmund.

For FIH, the hope is that Sportfive’s experience and international network can help break long-standing commercial barriers that have limited hockey’s growth outside its strongest markets.

FIH President Tayyab Ikram expressed confidence in the new chapter ahead, saying:
“We are confident that Sportfive’s support will enable us to elevate hockey to the next level and are looking forward to a fruitful collaboration.”

Sportfive’s Chief Growth Officer, Robert Müller von Vultejus, echoed the enthusiasm, noting the global potential of the sport:
“Partnering with FIH for the 2026 World Cup allows us to tap into the energy of hockey’s global fanbase while delivering tailored brand solutions across diverse markets.”

With the countdown to the 2026 World Cup already underway, the partnership represents a pivotal moment for the sport. If successful, it could mark a turning point not only for FIH’s commercial strength, but also for the global visibility and financial sustainability of hockey itself.