GT Radial, a Singapore-based tyre company, has signed up as the official tyre partner of European ice hockey’s Champions Hockey League, in a three-year deal.
The arrangement was brokered by Infront, the exclusive media and commercial rights partner of the CHL.
The three-year deal, running up until 2024, will involve GT Radial receiving “extensive brand exposure through traditional and digital activation opportunities across all rounds of the competition… including advertising at games, on social media backdrops and on the CHL website and tickets".
GT Radial will use CHL’s online and social media presence to grow its European brand awareness, and will also be involved in onsite activations with fans.
Martin Baumann, the CHL’s chief executive, said: “We view GT Radial as a very active and committed partner and look forward to a close, very fruitful and mutually beneficial partnership as we both strive to be leaders in Europe.”
Michael Witta, vice president of marketing sales and services at Infront, added: “GT Radial’s decision to become a CHL sponsor was driven by the fast-moving and precision-based nature of the sport, perfectly matching the way it wants its brand to be perceived.”
The 2021-22 CHL starts on 26 August, and will conclude with the grand final on 1 March 2022.
Infront’s deal to handle media rights sales, and the distribution of marketing and commercial packages, at the CHL, was first struck in June 2016, and runs through until the end of the 2027-28 campaign after an extension last year.
The CHL was forced to cancel its entire 2020-21 season due to the coronavirus pandemic sweeping across Europe at that point.
While the loss of commercial contracts for last season was a "huge blow" to the league's operations, Baumann said at that point that due to the league’s contract extension with Infront, the CHL’s financial structure was still healthy and would help it to withstand the losses.