Canadian telco Telus has extended its partnership with Hockey Canada through 2022.

The partnership includes title sponsorship of Canada’s National Midget Championship (for which it will keep its name on the Telus Cup) as well as integrations with the IIHF World Junior Championship.

Kelly Fawcett, director of sponsorship strategy at Telus, said the partnership has been extremely important for Telus It’s served as the launching ground for campaigns such as “All Connected,” which featured traditional, digital and social elements and a contest to win tickets to the World Juniors final.

Fawcett said “All Connected” will begin another iteration this year with amplification through broadcast, social and retail. She said broadcast has been the biggest component of the campaign. “You have a captive audience of 22 million Canadians, and the World Juniors has become a really rich tradition across so many different living rooms, so I want to make sure we’re tapping into that audience.”

Nevertheless, she said much of the campaign will incorporate digital and social as the company keeps the “second- and third-screen experience” of hockey fans in mind.

Telus has been a partner of Hockey Canada since 2004.