With the NHL pre-season set to begin next week, the Vancouver Canucks have signed on a new major partner. TD Bank Group is now the official bank of the hockey team.
The partnership will involve support for fan experiences and other media initiatives throughout the year, including community hockey programs.
Michael Armstrong, VP of brand and corporate sponsorships for TD, told MiC the goal is to engage with consumers who have a passion for hockey, increase the brand’s presence in the community and align with the increasingly crucial Canadian hockey market.
Indeed, TD is one of many banks to align with pro and community hockey. Scotiabank, for one, has served as the NHL’s official bank since 2006, and has invested in players from the tops of the professional league down to community hockey. This summer, the former Air Canada Centre became the Scotiabank arena, a deal the industry estimates cost around $800 million. CIBC, meanwhile, has been a sponsor of the CHL since 2016, a deal that will last until at least 2021. The deal includes the sponsorship of 23 teams and associated partnerships with numerous tournaments, games and special series.
Armstrong said TD has been heavily involved in other areas of sport. It’s the official bank of football team the Ottawa Redblacks (and also holds the naming rights to their stadium, TD Place), Ottawa Fury FC and the Ottawa 67’s (OHL), and is also a sponsor of the Toronto Blue Jays. However, he said, this is TD’s first alignment with the Vancouver Canucks.
In addition to the official bank title, TD will become the presenting sponsor of key events including the Canucks for Kids Telethon, the club’s annual training camp, the Vancouver Canucks Alumni Association, community and Pride-themed game nights and the Canucks Community Roadshow.
The partnership will officially go live tonight, the first night of the team’s 2018 Training Camp. Hosted in Whistler, B.C. through to Sunday, the camp will be open to the public.
TD declined to disclose which agency it worked with on the deal.
