CIBC has signed a new multi-year agreement with Montreal Canadiens in an effort to build stronger connections with both hockey fans and people living throughout Quebec.

Financial terms for the deal were not disclosed.

The partnership begins with the upcoming 2021-2022 NHL season and includes CIBC taking on duties as the team’s helmet sponsor for away games, which were revealed during Saturday’s preseason game against the Toronto Maple Leafs. The partnership with also include prominent logo placement at the Bell Centre, including at centre ice, as well as fan activations and charitable collaborations between the CIBC Children’s Foundation and the Montreal Canadiens Foundation, details for which will be announced at a later date.

Stephen Forbes, EVP of purpose, brand and corporate affairs at CIBC, added in a statement that the partnership is not just an effort to connect with hockey fans, but with the people of Quebec as a whole, due to the “special place” the Habs have with people living in the province.

CIBC’s deal is not exclusive, and Scotiabank continues to also sponsor the Canadiens, counting the Habs among a roster of team and event sponsorships that backed up a positioning as “Canada’s hockey bank.”

CIBC, for its part, is not a stranger to the hockey world, having previously focused sports sponsorships on minor leagues like the OHL, CHL, WHL and QMJHL.