The partnership, which will run over a two-year term, was brokered by IMG in its capacity as the exclusive marketer of the Spengler Cup. GRAHAM, which is based in La-Chaux-de-Fonds in Switzerland, will receive various advertising rights and hospitality services as part of the agreement, including having its logo appearing on both the ice rink as well as during live coverage of the event on the Swiss Broadcasting Corporation.
The watchmaker already has an illustrious connection with ice hockey, having been the official timekeeper of NHL team, Los Angeles Kings, who claimed the Stanley Cup crown in 2012.
"The Spengler Cup is a traditional Swiss event and the oldest tournament in the sport's history," said Jürgen Krucker, MD of IMG (Schweiz) AG. "It is held in high esteem across the world and we are therefore delighted that GRAHAM, itself a brand associated with a rich history and tradition of delivering quality, has chosen to become the official timekeeper."
Eric Loth, CEO of GRAHAM, said: "The highly popular Spengler Cup competition is a perfect match for a brand like GRAHAM. Upholding the values of fair play and fighting spirit, the Spengler Cup is the pinnacle in Switzerland's ice hockey calendar, featuring world-class teams, which helps to provide an impetus to our creativity and makes us proud to be Swiss."
The 87th Spengler Cup will be held in Davos from 26-31 December. Taking part in the traditional tournament alongside the Rochester Americans from the AHL will be CSKA Moscow, Team Canada, Vitkovice Steel, Genève-Servette and the host team, Hockey Club Davos. All 11 matches will be broadcast live both at home on all three Swiss national channels and abroad.
