Multinational sports goods retailer Intersport has become the first sponsor of the Champions Hockey League in a deal that will run through the pan-European club ice hockey competition’s 2016-17 season.
Under an agreement brokered by CHL’s exclusive marketing and media partner Infront Sports & Media, Intersport becomes an official partner of the tournament when the inaugural edition gets under way in August this year.
That places the company on the second of the CHL’s three sponsorship tiers, where it takes the first of four slots on offer.
Official partner status grants Intersport integration throughout the competition, including television-visible perimeter advertising for all 149 games and a presence on the CHL’s official website and online streaming platform. Interport will also feature on in-arena promotional videos, receive a hospitality contingent for all stages of CHL and be able to use the league’s logo in marketing efforts and at point of sale.
Franz Julen, chief executive of Intersport International Corporation, said: “As a partner of several of the biggest sports events and as the world’s largest sports retailer Intersport wanted to be the first on board when one of the most promising international sports products is launched. The Champions Hockey League guarantees a high level of sporting competition and fan emotion when international teams face one another. Thanks to the centralised sponsorship platform introduced by Infront, we are now able to associate the Intersport brand alongside the top European ice hockey clubs and their fans in key Intersport markets like Austria, Finland, Germany, Sweden and Switzerland.”