Canadian Elite Basketball League (CEBL) team the Fraser Valley Bandits, has signed up online contact lens supplier PerfectLens to its sponsorship portfolio.
The brand will become the team’s presenting sponsor for the 2021 CEBL season.
It is the first deal of this type in the league and one of the largest sponsorship agreements signed by a CEBL team to date.
The deal will kick-in ahead of the league’s 2020 summer series, which will see all seven of the competition’s franchises compete in a behind-closed doors tournament held in St. Catharines, Ontario, beginning on July 25 and concluding on August 9.
As part of the agreement, PerfectLens will access a range of assets alongside the designation of presenting sponsor. These will include visibility on the shorts of the team’s playing kit throughout the 2021 season.
It will also have a presence in the Abbotsford Centre, in the British Columbia province of Canada, where the club plays its home games. This will be provided through a ‘logo lock’ which will display the logos of the two organisations as one, including on centre court.
The club places a high importance on fan gameday experience and had one of the highest average attendances in the league during the inaugural 2019 season, despite one of the poorer loss/win records.
The logo lock design will also feature heavily within the digital sphere which will be an important part of the contract’s activation.
With PerfectLens’ business conducted digitally, this will allow the brand to engage with potential customers through the association with the Bandits. Fans subscribing to the club’s email service will receive discounts on purchases made via PerfectLens.
The agreement will also look to encourage the growth of basketball in British Columbia and across Canada, which is a strategic focus for the league as a whole as it looks to build the country’s presence in the sport on an international level.
The 2020 CEBL regular season was cancelled due to the Covid-19 pandemic. Its upcoming Summer Series will see it become the first professional sports organisation to return to action in Canada following the outbreak.