The UK’s Elite Ice Hockey League (EIHL) has penned a deal with Premier Sports, with the aim of enhancing the sport’s profile across the country.

As a result of the three-year agreement, Premier Sports will become the headline sponsor and exclusive television partner of the British top-flight league.

The division will be rebranded as the Premier Sports Elite League for the 2021-22 to 2022-23 seasons, whilst the company will also gain exposure through its sponsorship of the Challenge Cup Final and Playoff Finals Weekend.

“Premier Sports have been a great partner of ours for the past two seasons, and we’re delighted that we’re able to take this a step further in 2021/22,” said Elite League Chairman, Tony Smith

“We’re very proud to be able to secure a new headline sponsor in the current climate, especially one that is as enthusiastic and passionate about growing our sport as we are.

“We have always believed in the value of our product, and this deal underlines that. Coupled with welcoming fans back into arenas, we can’t wait to get the 2021/22 Premier Sports Elite League season up and running.”

Additionally, the partnership will also feature a broadcasting caveat, as fans will be able to use the Premier Sports Player to view all 27 games throughout the season, including 23 league games, whilst Sky and Virgin Media will also cover the tournament.

Richard Webb, COO of Premier Sports, added: “We have been supporting British Ice Hockey in one form or another for the last 10 years so are thrilled to be able to build properly on those early foundations with this three-year partnership announcement. 

“It is great that we are in a position to put proper investment into the League and we look forward to showcasing the Premier Sports Elite League weekly on our network.”

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