German work wear and personal protective equipment manufacturer Engelbert Strauss has been named the official presenting partner for the Champions Hockey League, the new pan-European club ice hockey competition being launched in August.
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.
Secured by Infront Sports & Media, the exclusive marketing and media partner for the new league, the multi-year deal will see the commitment from Engelbert Strauss rolled out across the entire competition from the first game through to the final.
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.
Following the announcement, Karl-Heinz Brenner, marketing director at Engelbert Strauss, said "We are very enthusiastic about becoming the Official Presenting Partner of the Champions Hockey League and being the brand most prominently associated with the new pan-European sports highlight.
"Together with the top clubs participating, we will pave the way for a new era in European ice hockey, reaching out with our brand to ice hockey communities in growth markets across the continent."
Bruno Marty, Infront's executive director winter sports, added: "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."
The inaugural Champions Hockey League season will see 44 clubs from the Founding National Leagues - Austria, Czech Republic, Finland, Germany, Sweden and Switzerland - compete, including the respective national champions and regular season winners.
The group stage runs from August to October 2014, with the playoffs taking place from November to February 2015.
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October 2013: European Ice Hockey appoints Infront as exclusive commercial partner of new club competition