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NHL banks new title sponsor for Centennial Classic

Canada-based multinational bank Scotiabank has agreed a deal to become the title sponsor of the 2017 edition of the North American NHL ice hockey league’s annual Centennial Classic outdoor game.

The event, which will be known as the Scotiabank NHL Centennial Classic, takes place on January 1, with the Toronto Maple Leafs taking on the Detroit Red Wings at the Exhibition Centre in Toronto, Canada.

Scotiabank will benefit from various branding opportunities at the venue, including an in-ice logo position, camera-visible dashboards and the official game programme, as well as promotion across the NHL’s digital platforms.

As part of the deal, Scotiabank, which already serves as the official bank of the NHL, will run a special competition where two youth hockey players will take a lap around the ice rink before the game, as well as stand with players for the national anthem.