SPORTFIVE Partners with International Hockey Federation

Global sports marketing agency SPORTFIVE has announced a strategic partnership with the International Hockey Federation (FIH).

The partnership aims to bolster the commercial development and global visibility of international hockey.The agreement, announced in Dubai, positions SPORTFIVE as a key commercial partner for the sport’s governing body.

Under the terms of the partnership, SPORTFIVE is tasked with securing new brand partnerships and enhancing the sport’s profile across key target markets, specifically identifying the Middle East, South Asia, Europe, and the United Kingdom as priority regions.

Commenting how the partnership is essential for the federation’s developmental goals, FIH president, Tayyab Ikram, said: “As hockey’s world governing body, our primary mission is to develop the sport globally.”

This would not be possible without the invaluable support of commercial partners who are steadfastly committed to us and share the values of our sport.”

“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,” Ikram said. 

Highlighting the commercial potential of the sport’s fanbase, chief growth officer at SPORTFIVE, Robert Müller von Vultejus, added: “We’re proud to partner with FIH, starting with the FIH Hockey World Cup 2026 as the most prestigious event of FIH.”

Hockey has a passionate global following, and we see tremendous potential to connect brands with fans in meaningful ways,” he commented.

Noting the specific focus on tailored solutions, managing director of South Asia & Middle East for SPORTFIVE, Venu Nair, concluded: “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.”

“We’re committed to building momentum not just for this event, but for the sport’s long-term commercial growth,” Nair added.

The collaboration will officially commence with the FIH Hockey World Cup 2026, scheduled to be held from 15 to 30 August 2026 in Belgium and the Netherlands. Beyond this flagship event, the agency’s remit extends to the FIH’s broader portfolio, including the FIH Hockey Pro League and newer formats such as the FIH Hockey5s World Cup.

The scope of the deal ensures SPORTFIVE will play a central role in shaping the commercial strategy for these properties.

The partnership aims to combine SPORTFIVE’s global network with the FIH’s vision to promote hockey as an Olympic and globally inclusive sport, driving revenue and engagement ahead of the 2026 World Cup cycle.

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