Published on November 13th, 2025
Location: Global
SPORTFIVE Joins Forces With FIH to Boost Global Commercial Growth Across International Hockey
Dubai, 13 November 2025 – SPORTFIVE is proud to announce a strategic partnership with the International Hockey Federation (FIH), reinforcing its position as a leading global sports marketing agency and underlining its commitment to advancing commercial opportunities in international sport.
As part of this partnership, SPORTFIVE will serve as a key Commercial Partner for FIH, supporting the Federation’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 hockey’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 their 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, equal, and truly global.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About the International Hockey Federation (FIH)
The International Hockey Federation (FIH) is the world governing body for the sport of hockey, recognised by the International Olympic Committee (IOC). Founded in 1924, FIH today has 146 member National Associations.
Press contacts
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David Rothenhaeuser
Vice President and Head of Global Marketing Communications
david.rothenhaeuser@sportfive.com
