Alexander Helwig speaks in a detailed interview with “Laola1.at” about the economic situation of the Austrian Ice Hockey Association, criticism of its appointment and structural problems in Austrian sport.
“The association is financially stable”
The 30-year-old has been managing director of the ÖEHV since October 2025. According to Helwig, the association is basically in a stable economic situation – thanks, among other things, to a high equity ratio and additional reserves. He is particularly proud of new sponsorship deals. In addition to the extension of existing partnerships, several new donors were acquired.
World Cup success is not essential for survival
Helwig also sees the association as not dependent on short-term results in terms of sport. Even a possible relegation from the World Cup would not cause existential problems for the ÖEHV. Nevertheless, remaining in the A group would be important – especially for marketing, attention and international attractiveness of the national team.
Criticism of Austria’s sports policy
Helwig became much more emotional when it came to the topic of sports promotion. The managing director gave a truly incendiary speech and sharply criticized the status of sport in Austria. In his opinion, there is “abrupt savings” in sport, although investments would bring enormous social and health benefits in the long term. Austria is “not a sports nation” and is in danger of being left behind structurally.
Focus on growth and marketing
Helwig is pursuing a clear plan for the future: the association should be positioned economically more broadly – including through sponsorship, merchandising, events and new sources of income. He sees the national team as a “premium product” of domestic ice hockey and as a central brand for the further development of the sport in Austria.
First World Cup as managing director
The upcoming World Cup in Zurich will be Helwig’s first World Cup in his role as managing director. The anticipation is great, but at the same time he can already feel a “positive tension”. One thing is clear to him: The ÖEHV not only wants to remain competitive in terms of sport, but also wants to develop further organizationally and economically in the long term.
Photo by Bernd Stefan
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