3ICE, the three-on-three professional ice hockey league, has brought in the Collegiate Sports Management Group (CSMG) as a partner agency.
Through the tie-up, CSMG will be involved in accelerating the league's sponsorship and media rights strategy.
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The agency's work for the league will extend across business intelligence, sponsorship sales, and media strategy.
As such, it will conduct a full assessment and valuation of the current 3ICE sponsorship inventory, look at both national and regional brand partnership opportunities for the league, and "build a multi-year media roadmap" for 3ICE in both 2026 and 2027.
E.J. Johnston, founder and chief executive at 3ICE, commented: "Having CSMG’s expertise, relationships, and passion driving our business on multiple fronts is going to take us to the next level both in the US and worldwide."
In terms of recent 3ICE activity, early July saw the league announce a global deal with international sports streaming heavyweight DAZN.
Michael Schreck, CSMG's CEO and co-founder, added: "As a professional property built around this exciting hockey format, 3ICE has a real momentum across professional, youth, and international competitions, and our goal is to bring the full strength of our capabilities to accelerate the growth of its business.”
3ICE began life in mid-2022, and its events take place during the off-season of the top-tier NHL.
The fourth season of the 3ICE Men's League ran between July 14 and 16 in Iowa, US. The short tournament involved eight city-based franchises.
In late 2022, premium experiences and hospitality heavyweight Legends entered into a strategic partnership with 3ICE to support and accelerate the growth of the nascent property, and also made a minority investment in the league.
