The IIHF said a new format and business model for the competition would be sought in time for the start of the 2010 Vancouver Olympics.
Infront replaces the Ovation Sports agency, which was performing the role until last week. The IIHF decided to discontinue Ovation’s contract after a proposed investor in the CHL pulled out last week. The investor is believed to have been Ukrainian steel tycoon Sergey Taruta.
The appointment of Infront was announced after a meeting between the IIHF and the Top 7 European national leagues in Stockholm. Infront is the IIHF’s marketing partner for the ice hockey World Championships and has worked with the IIHF since the 1980s.
