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Engelbert Strauss takes to the ice as CHL’s lead partner

Work wear and personal protective equipment manufacturer Engelbert Strauss has agreed a multi-year deal to become the official presenting sponsor of the Champions Hockey League, placing it as the lead commercial partner of the new European club ice hockey competition.

The commitment from Engelbert Strauss, a German family business, will be rolled out across the entire CHL with branding and activation implemented from the first game in August through to the final.

As presenting sponsor, Engelbert Strauss will receive the most significant package of rights available from the competition. This includes – but is not limited to – branding on the players’ jerseys, perimeter board advertising across all 161 games in TV camera view and full integration across all communication and promotional materials – including the website and streaming platform ChampionsHockeyLeague.net.

From the start of the playoffs, the Engelbert Strauss logo will feature in the centre circle of the ice rink as well as the players’ benches and goalie blockers. The agreement was brokered by Infront Sports & Media, the exclusive marketing and media agency of the CHL.

Bruno Marty, Infront’s executive director of winter sports, said: “We are proud to enter into this first Champions Hockey League season with a strong presenting sponsor partner that is fully committed to boosting the competition’s profile and appeal from the very start. Engelbert Strauss is already a renowned player and reliable partner in international sports sponsorship. In its new role, the brand gains season-long pan-European exposure in club ice hockey building upon the central marketing platform from the first game to the final.”