True Sports' IIHF Partnership: A Defining Moment in a Landmark Year

For True Sports, 2025 has been nothing short of transformative. The company, already known for its innovation and rise within the hockey equipment industry, has taken another major step forward. 

Just last week, it was announced that True and the International Ice Hockey Federation (IIHF) have entered into a multi-season sponsorship agreement beginning with the 2026–27 hockey season. The deal officially makes True the exclusive apparel supplier for IIHF events worldwide, marking one of the company’s most significant partnerships to date.

Under the agreement, all IIHF event jerseys and apparel will feature the True brand, covering everything from player uniforms to warm-up and off-ice gear. 

Fans will also have the chance to purchase True-branded replica jerseys and apparel, connecting them more deeply to their favorite international teams. It’s a monumental opportunity for True to showcase its commitment to design, performance, and craftsmanship on the sport’s biggest global stage.

The IIHF deal is the latest in a string of successes that have defined True’s 2025. Earlier this summer, the company revealed a new ownership group, signaling fresh energy, resources, and strategic direction for the brand’s future. 

Shortly after, it was revealed that True secured its first Division I NCAA partnership with Bowling Green State University, a major step in expanding its influence at the collegiate level. With that agreement, True began outfitting the Falcons in its latest performance-driven gear, marking its entry into an arena long dominated by legacy brands.

Now, with the IIHF partnership, True’s visibility will multiply exponentially. Beginning in the 2026-27 season, the True logo will appear countless times across international broadcasts, tournaments, and highlight reels, seen by millions of fans around the world. 

From the World Junior Championship to other premier IIHF events, every participating team will represent not just their nation, but also the innovation and quality that True brings to the sport.

This new milestone builds on a foundation True has been carefully constructing for years. The brand has made major inroads in the NHL equipment market, steadily earning the trust of some of the game’s top players like Mitch Marner and Brady Tkachuk.

More and more professionals are choosing True skates, sticks, and protective gear because of their combination of advanced technology, comfort, and customization. That growth shows no signs of slowing down. 

With the IIHF partnership and increased collegiate exposure, True is positioned to expand its influence among both professional and amateur athletes. From youth, to college, to the pros and now the global stage, the company is strengthening its presence at every level of the hockey world.

Fans and players alike will be eager to see what True unveils for its first line of IIHF jerseys and apparel next year. Hockey apparel has evolved dramatically in recent years, blending performance fabrics, sustainability, and cutting-edge design. 

With its proven history of innovation, True has a chance to redefine what international hockey wear looks and feels like. More importantly, this partnership symbolizes validation, a recognition that True’s hard work, growth, and commitment to excellence have earned it a seat among the sport’s elite brands. 

The IIHF deal doesn’t just make True more visible, but in addition it cements the company as a trusted global partner in hockey’s future.

From new ownership to collegiate expansion and now global recognition, 2025 has been a year of milestones for True Sports. The partnership with the IIHF arguably stands as the crown jewel of these achievements. It is a move that combines business growth, with cultural impact.

Photo Credit: Joe Sargent