Workplace furniture supplier AJ Products pulls brand from Ice Hockey World Championship over Russia ruling

AJ Products Group is removing its logo from the 2027 IIHF Ice Hockey World Championship. The decision is a stand against Russia’s return to international ice hockey, after the Court of Arbitration for Sport (CAS) overturned its ban.

The family-owned Swedish company has been a major sponsor of the championship for 37 years. It will continue to honour its contracted sponsorships obligations, but the AJ Products brand logo will not appear on rink-side dasherboards or referees’ jerseys when the tournament opens in Germany in May.

Enock Johansson, AJ Products’ chair, explained: “Removing our logo after all these years is not a decision we make lightly. But our company has always stood for more than just commercial success. It is based on values, responsibility and doing what we believe is right. Sometimes that means making difficult decisions, even when they come at a price.”

Despite the IIHF’s opposition to the ruling, Johansson continued; “Sport is based on rules. The referees make sure that the rules are followed on the ice. International law sets the rules between states. When a country so seriously disregards these rules, there must be consequences.”

David Bray, CEO, says: “Our decision is not directed against ice hockey, its players, referees or supporters.”

Helen Beebe, Managing Director of AJ Products UK, says: “We believe that values matter as much as the products you sell. This decision means giving up brand visibility we’ve had for 37 years, and shows our UK customers exactly what we stand for.”