Swiss-based watchmaker Graham has agreed a two-year deal to become the official timekeeper for ice hockey’s Spengler Cup.
The agreement was brokered by IMG Schweiz, the Swiss subsidiary of the IMG Worldwide agency, in its role as the exclusive marketer of the Spengler Cup.
Graham will benefit from various advertising rights and hospitality services as part of the deal, including having its logo appear on the ice rink and during live coverage of the event by the Swiss Broadcasting Corporation (SRG).
The watchmaker already has a connection with ice hockey, having been the official timekeeper of NHL team Los Angeles Kings, which claimed the Stanley Cup crown in 2012.
The 87th Spengler Cup will be held in Davos from December 26-31, with home team Hockey Club Davos welcoming Rochester Americans, CSKA Moscow, Team Canada, Vitkovice Steel and Geneve-Servette to the 11-match invitational competition.
Last month, IMG announced that Zurich Insurance had agreed a two-year deal to become an official partner of the tournament.