Czech car manufacturer ŠKODA has been announced as the Official Sponsor of the Champions Hockey League, with the first season having got underway last week.
The agreement runs for two years and was engineered with Infront Sports and Media, the marketing partner of the new Pan-European club ice hockey competition.
It will predominantly consist of under-ice advertising and car displays at the new Pan-European competition, with the ŠKODA branding set to feature on perimeter boards across all 161 games of the competition in television camera view.
They will also feature across all communication and promotional materials, including the website and streaming platform, which can be found here.
From the start of the playoffs, the logo will be highly visible as a result of under-ice advertising, while at the semi-finals and final promotional car displays will also feature next to the ice rink.
This marks an extension of the company's long-term involvement with the sport of ice hockey, which has supported the International Ice Hockey Federation World Championships since 1992.
"ŠKODA is one of the most renowned and long-term supporters of ice hockey and therefore a valuable addition for the Champions Hockey League," said Bruno Marty, executive director of winter sports at Infront.
"The brand's commitment confirms the competition's assured position among the top-level sports events in Europe and the high value of the Champions Hockey League title in Pan-European club ice hockey.
"Comprehensive TV and online coverage across Europe and North America will transmit the ŠKODA brand into its target markets and to the fans of the leading European clubs."
The inaugural season of the Champions League will feature 44 clubs from 12 different European countries, divided into 11 groups of four teams each.
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May 2014: International Ice Hockey Federation extends Infront deal to 2023
October 2013: European Ice Hockey appoints Infront as exclusive commercial partner of new club competition