Sun Life has signed a multi-year deal to become the official health and wellness partner of Canada Basketball.

Financial terms and the exact length of the deal were not disclosed.

As part of the sponsorship, the Sun Life logo will be on the front of game jerseys for both the Canada’s Men’s and Women’s National Teams. The jerseys will first be worn by the women’s team at the FIBA Women’s AmeriCup in July, with the men’s team first suiting up in the FIBA Men’s Basketball World Cup in August.

Michael Bartlett, president and CEO of Canada Basketball, says the organization will work with Sun Life to develop a “complimentary, 365-day basketball strategy, which encourages health and wellness for all Canadians.”

Milos Vranesevic, global CMO for Sun Life, says the sponsorship reflects the company’s brand promise of helping people live healthier lives.

“We have the unique opportunity to expand our platform aimed at inspiring and empowering people across Canada to focus on healthy, active living through the power of sport,” he says, adding that the World Cup taking place in Indonesia and Philippines is fortuitous, as it will help the company also connect with a growing client base in Asia.

Teaming up with Canada Basketball also builds on Sun Life’s existing basketball sponsorships. In 2017, the brand became the first jersey patch sponsor for the Toronto Raptors, extending its sponsorship last year to become the team’s official health and wellness partner.

Sales partnership agency OVG Canada, which launched last year with Canada Basketball as its first local client, facilitated the deal.