The TV division of Japanese consumer electronics company Toshiba has signed a multi-faceted partnership with the England Hockey national governing body.
The deal names Toshiba TV as a principal partner of the England and Great Britain men’s hockey teams for 2018, as well as an official partner of this year’s Women’s World Cup in London.
Toshiba will benefit from brand exposure on England and Great Britain’s playing shirts and training kit. England Hockey said Toshiba would also provide “edge of your seat” viewing experiences for fans as part of the deal.
Through its sponsorship of the Women’s World Cup, Toshiba will be a key part of the event’s Fan Central zone, a free spectator area at Queen Elizabeth Olympic Park.
David Flintoft, sales and marketing director for Toshiba TV in Northern Europe, said: “This partnership is incredibly exciting, especially because it is set to run during such an important year for the sport.
“As an official sponsor, we’ll be supporting the showcase of both men and women's athletic prowess, inviting fans to live and breathe the action, whether they’re at home, at their local hockey clubs or at Fan Central for the Vitality Hockey Women’s World Cup.
"For us, this partnership is not just a great opportunity to introduce hockey to more people, but also to help inspire the next generation of athletes.”
The Women’s World Cup will run from July 21 to August 5.
England’s men’s and women’s teams both picked up bronze medals during the recent Commonwealth Games in Gold Coast, Australia.