Gislaved and KHL kick off the new season

On September 5, Gislaved and the Kontinental Hockey League (KHL) kicked off a new season, marking the fourth year in the history of the partnership between the premium tire brand and the KHL. The season will run until March 20, 2027, and will include 748 matches. Advertising for the tire brand will be displayed on screens above ice arenas, rink boards, and more.

According to Dmitry Gorbachev, CEO of “Kordiant”, the partnership with the KHL is “our way of promoting a culture of responsible driving to a broad audience.” “Just as the League’s top athletes pay close attention to the finest details of the game, premium tires embody uncompromising precision and control on any surface,” he noted. “As a leader in our segment, Gislaved ensures firm trajectory control and instant response to driver input, safely maneuvering even on the most challenging roads—much like a skilled hockey player navigating sharp turns.”

As part of the partnership, the tire brand is present across all KHL media platforms. In the previous season, Gislaved’s promotional video featured Sergei Shirokov, one of the most decorated players in League history, captain of “Sibir,” Olympic champion, two-time world champion, and Gagarin Cup winner.

“Another reason for the long-term success of Gislaved and KHL collaboration is our shared pursuit of perfect results. Just as League players continuously improve themselves to reach new heights, we constantly develop our product lines in the pursuit of excellence,” stated Gorbachev.