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World Cup

World Cup of Hockey corporate partner roster expands

Additional premier brands join robust lineup for global event, set for Sept. 17-Oct. 1 in Toronto

by NHLPA and NHL

TORONTO -- Top brands, EA, Esso/Exxon Mobil, Geico, Pizza Pizza, SAP, Sonnet and Upper Deck have joined the roster of Official Partners for the World Cup of Hockey 2016, the best-on-best international hockey tournament featuring more than 170 NHL players that will be held Sept. 17-Oct. 1 at Air Canada Centre in Toronto. Each partner will soon go to market with extensive World Cup-themed promotional campaigns, consumer-focused opportunities, in-broadcast media buys, and on-site activations targeting hockey fans around the world.

This new lineup of corporate partners joins previously announced partners adidas, Air Canada, Canadian Tire Corporation, Honda, Molson Coors, PepsiCo, Rogers Communications, Scotiabank, Tim Hortons and Visa. Additional corporate partners, including sponsor support outside North America, will be announced in the coming weeks.

"The caliber of these partners shows the enthusiastic response for the World Cup of Hockey 2016," said Kyle McMann, NHL Group Vice President of Integrated Sales. "The World Cup of Hockey has provided us the opportunity to both deepen our relationship with many longstanding NHL partners, while also serving as a catalyst for several brand new relationships. The programming and activation these brands will bring to hockey fans both in Toronto and across North America will help ensure the World Cup of Hockey is a truly special event and Scotiabank World Cup of Hockey Fan Village is the biggest hockey fan event ever."

"The World Cup of Hockey 2016 will feature the world's best players and it is fitting that more outstanding partners have come aboard to enhance the event, including the Scotiabank World Cup of Hockey Fan Village, and further connect fans with their favorite players," said Sandra Monteiro, NHLPA Chief of Global Business Strategies. "The NHLPA is pleased to partner with such an incredible and innovative group of corporate partners as we celebrate the game of hockey on the international stage."

During the two-week tournament, each partner will have a wide range of fan engagement activities in Toronto, most notably at the Scotiabank World Cup of Hockey Fan Village, a free, 10-day fan festival in downtown Toronto at the historic Distillery District from Sept.16 to Sept. 25. The Scotiabank World Cup of Hockey Fan Village will serve as the epicenter of the World Cup of Hockey 2016 for fans and corporate partners, offering a diverse mix of programming, live musical performances, big-ticket prizes and giveaways, food offerings from each of the participating tournament countries, big-scale viewing parties, and much more. The family-friendly festival will occupy the Distillery District plus more than 200,000 square feet of an untouched lot east of Cherry Street, which will be known as the 'East Fan Village.'

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