Scotiabank is first over the boards as a sponsor of Rogers Communications’ new NHL rights deal.
The communications giant formally introduced Scotiabank as the first sponsor of its extensive NHL hockey package Wednesday, with the financial services company signing a six-year sponsorship deal.
Rogers called the deal, which runs through 2019-20, a “significant cornerstone” of its new 12-year rights deal, which commences this fall.
The deal gives Scotiabank naming rights for Wednesday Night Hockey, and makes it a presenting sponsor of Sunday Night Hockey and a sponsor of Hockey Night in Canada. It also gives the company access to the Stanley Cup playoffs, including an opportunity for its sponsored minor hockey teams to introduce Hockey Night in Canada each Saturday night. The deal will also see Scotiabank “leverage Rogers’s diverse portfolio of media assets for non-NHL related advertising,” according to a release.
The two companies also promised a range of fan initiatives and community programs, and pledged to work together on the development of “innovative NHL content and technology.” Additional details on the scope of those initiatives will be announced in coming months, the companies said.
It further strengthens Scotiabank’s commitment to hockey, which includes sponsorship agreements with all seven Canadian NHL franchises – the newest of which, a six-year sponsorship deal with the Edmonton Oilers, commenced in January.
“We believe in the values of teamwork and camaraderie that hockey teaches, and we’re excited to be teammates to reach more hockey-loving customers,” said John Doig, Scotiabank’s senior vice-president and chief marketing officer, in a release.
