With the NHL season officially underway on TSN, the Bell Media-owned sports specialty is revealing its lineup of new and returning sponsors, as well as some new broadcast elements.

On the sponsorship side, TSN is welcoming Scotiabank to the fold as the presenting sponsor of Wednesday Night Hockey, an evening that Al Banks, sales director, TSN, tells MiC has becoming destination viewing for hockey fans, since TSN is the only place to watch NHL games on Wednesdays.

Scotiabank will also sponsor the Scotiabank Wednesday Night Quiz, and is the presenting sponsor of the TSN Fantasy Hockey League Manager, a game and app powered by ESPN that allows players to join, create and manage fantasy leagues and compete against each other for the chance to win a VIP Wednesday Night Hockey experience, including tickets to a game of their choice.

Returning for another season, General Motors of Canada is sponsoring the new GMC Performer of the Night segment, while Tim Hortons is the presenting sponsor of the Game Plan segment and Moxie’s is the presenting sponsor of 1-Up-1-Down.

Kia Canada is also back for another season as the presenting sponsor of TSN’s NHL fantasy offerings, including the TSN Hockey Challenge, where players select 12 different players each week and compete against each other for the chance to win a 2014 Kia Forte5 SX Luxury. It is also sponsoring the TSN Predictor: Hockey Edition, in which the fans who put together the longest streak of predicting nightly winners can take home $1,000 each month, as well as the grand prize of a Kia Rondo.

Banks says there are still opportunities available for brand campaigns and deeper brand integrations within TSN’s NHL coverage, adding that its hockey coverage reaches a primary audience of adults aged 18 to 54.

On the broadcast side, TSN’s NHL coverage of the 2013-2014 season also has a slate of new features, including the addition of former NHL coach and hockey analyst Paul Maurice to the NHL on TSN panel. TSN will also offer in-depth coverage of the road to the 2014 Sochi Olympic Winter Games, including behind-the-scenes coverage of the selection process of Canada’s hockey teams.

Additionally, TSN is rolling out a new segment called What’s Bugging Ray?, featuring former player and analyst Ray Ferraro and a new graphics package for That’s Hockey, both of which come with sponsorship and integration opportunities, says Banks.