Bank of Nova Scotia said on Tuesday that it has become the official bank and first official partner of the governing body of CONCACAF, "a move that adds to the Canadian lender's growing branding efforts in the sports world," according to Euan Rocha of REUTERS. As part of its deal with CONCACAF, Scotiabank "will become the title sponsor of the Gold Cup, the championship for national teams from the United States, Canada, Mexico, the Caribbean and Central America." In the four-year deal, it "will also be the title sponsor for the CONCACAF Champions League and the Caribbean Nations Cup." The bank "already has similar agreements that support cricket in the Caribbean, hockey in Canada and baseball in the Dominican Republic" (REUTERS, 12/9). Scotiabank will also support multiple additional CONCACAF tournaments through '18, including 2016 Olympic qualifying events, and men's and women's tournaments at the U20 and U17 levels, starting with the CONCACAF Men's U20 Championship Jamaica 2015, set to kick off in January (Scotiabank). BRAND CHANNEL's Catherine Straut wrote Scotiabank "already has operations in 34 of the 41 CONCACAF countries." The bank's partnership officially kicks off in January, when the CONCACAF men's U20 championship "takes place in Jamaica." The newly-named Scotiabank Champions League tournament "will then begin in February." The move "adds to the Canadian company's growing branding efforts in the sports world, and caps its recent showing in the Canadian Marketing Awards, where the bank was honored for its tie-in with another sport: Canada's beloved hockey" (BRAND CHANNEL, 12/9).
