Sundin, a legend on the ice both in the national team and during his successful NHL-career, has agreed to be ambassador of the tournament together with other famous athletes, actors and businessmen in Sweden and Finland.

- Mats and other hockey players is important to have within the organization as ambassadors, said Peter Forsberg, marketing manager of the Swedish organizing committee.

- And there are many other ambassadors whose names will be announced later, who will be working for us, said Forsberg .

Mats Sundin will be a member of the Market Committee and will participate in the promotion and planning of the World Championship, set to start May 4, 2012 with Sweden facing Norway in the Globe arena.

In addition to the high profile ambassadors, the Finnish and Swedish organizers are currently tying up some 500 volunteers to the event in both countries.

Finnish and Swedish organizing committees will start off the volunteer recruitment in September.