Canadian fintech company Neo Financial has inked a deal with the Canadian Elite Basketball League (CEBL) to be the fledgling league’s first official financial partner.

“This partnership brings together two emerging Canadian disruptor brands that want to engage and support the communities they both operate in,” said Mike Morreale, commissioner and co-founder of the CEBL.

“Collectively, we are invested in one another and are committed to elevating both brands to provide fans and clients access to Neo Financial’s innovative financial tools and CEBL experiences that align with that shared vision.”

With the season-long deal in place, Neo cardholders will get cashback on CEBL purchases. Neo will also become the presenting partner of the CEBL’s Opening Week Tip-Off, including the first two nationally broadcast CEBL games on May 21 and 24 on TSN.

Neo will also present in arenas, concourses, and broadcast contests and activations, including the CEBL Championship Sweepstakes, in-arena games and fan MVPs at all 107 planned games and co-branded t-shirt tosses, and on championship weekend it will be a podium presenting partner.

Fans at home will be able to participate in contests through a lower third graphic with a QR code to enter, while enjoying a Neo commercial broadcasted across TSN, TSN+ and CEBL+.

In the Montreal market, Sun Life has signed on to be the Montreal Alliance’s main health and wellness partner. The brand says the sponsorship includes the creation of the Sun Life Active Zone, a space dedicated to youth organizations that will be able to watch games for free, and Alliance jersey’s will sport a Sun Life logo on their backs.

“This partnership with Sun Life reinforces not only our commitment to promoting a healthy and active lifestyle, but also our position as a major sports team in the Montreal market,” says Montreal Alliance president Annie Larouche. “We look forward to pursuing this collaboration for the benefit of our supporters and the local community.”

Robert Dumas, president and CEO of Sun Life Quebec said, “We are very excited to be a part of this up-and-coming team and to build even stronger ties to the Montreal community. The new partnership reflects our commitment to promoting health and wellness while helping to boost the popularity of basketball in the province.”

The Montreal Alliance is one of 10 CEBL teams. Founded in 2017, the league plays 20 regular season games from May to August, culminating in a six-team playoffs that include a final four championship weekend.