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Scotiabank has agreed to a six-year deal worth millions to maintain its stamp on the country’s flagship hockey broadcast.

PATRICK DOYLE/THE CANADIAN PRESS

One of the NHL's most high-profile Canadian sponsors has renewed its presence on Hockey Night in Canada, with Bank of Nova Scotia agreeing to a six-year deal worth millions to maintain its stamp on the country's flagship hockey broadcast when Rogers Communications Inc. takes control later this year.

Scotiabank is the first sponsor to sign on since Rogers landed its landmark $5.2-billion purchase of NHL rights in November, and will become the titular sponsor of the new Wednesday night hockey program on Sportsnet starting later this year. It also keeps the bank visible on the prime Saturday night broadcasts through 2020.

Rogers is negotiating further sponsorships and marketing deals with other retailers as it crafts plans to deploy its massive stable of NHL rights. And since sponsors rely heavily on advertising during NHL broadcasts to make consumers aware of their connection with the league, other major Canadian NHL sponsors, such as Canadian Tire Corp. Ltd. and Kraft Foods Group Inc., are expected to ink their own new deals with Rogers.

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Rogers's 12-year gambit will change the way Canadians watch hockey, but also create more real estate for advertisers as it broadcasts many more games in a variety of platforms.

For Scotiabank, the new six-year pact cements its place on new programs Rogers is planning such as Sunday Night Hockey on the City channels. But it also gives the bank a branding opportunity at hockey's grassroots level, keeping its name on the annual Hockey Day in Canada event and allowing Scotiabank-sponsored youth hockey teams to introduce Hockey Night in Canada broadcasts.

The pact extends to fan initiatives, community programs and development of new technology, with details yet to be announced. And it also lets Scotiabank advertise through other Rogers media assets, outside of hockey.

"This partnership is a continued strategic association with the sport Canadians love," said Scott Moore, president of Sportsnet, in a statement.

The sponsorship's specific financial terms were not disclosed, but a Rogers spokesperson confirmed it is a multimillion-dollar agreement.

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