AHF: FIH joins forces with SPORTFIVE to boost global commercial growth across international hockey

The International Hockey Federation (FIH) is delighted to announce a strategic partnership with leading global sports marketing agency SPORTFIVE.

As part of this partnership, SPORTFIVE will serve as a key Commercial Partner for FIH, supporting FIH’s mission to elevate the sport‘s global visibility and secure brand partnerships across major markets including the Middle East, South Asia, Europe, and the United Kingdom.

This partnership will debut with FIH’s most prestigious event, the FIH Hockey World Cup, taking place from 15 to 30 August 2026 in Belgium and the Netherlands. Beyond the World Cup, SPORTFIVE will also work with FIH across its wider international portfolio of major events and tournaments, including the FIH Hockey Pro League and innovative formats such as the FIH Hockey5s World Cup, ensuring SPORTFIVE plays a central role in shaping the commercial future of one of the world’s most inclusive and fast-growing Olympic sports.

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.”

“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. This is just the beginning of what we believe will be a dynamic and enduring relationship,” said Robert Müller von Vultejus, Chief Growth Officer, SPORTFIVE.

“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,” added Venu Nair, Managing Director South Asia & Middle East, SPORTFIVE.

This partnership marks the start of a new era for international hockey, combining SPORTFIVE’s global network and sports marketing expertise with FIH’s vision to promote hockey as a sport that is Olympic, inclusive, and truly global.

Source: FIH.hockey