The World Cup of Hockey 2016, a joint effort between the National Hockey League and the National Hockey League Players’ Association, has partnered with Lagardère Sports for the tournament.

The global sports marketing agency, which operates in 25 countries, will support the efforts of the tournament with the sales of commercial assets, including the use of the World Cup of Hockey 2016 logos, as well as those of the participating teams, group player rights and digital dashboards for the European broadcasts of the entire tournament.

Additionally, Lagardère Sports will lead sponsorship sales in Europe and will sell on-ice and in-arena branding assets for the four exhibition games in Russia, Finland, the Czech Republic and Sweden.

The World Cup of Hockey will take kick off on Sept. 17 at the Air Canada Centre in Toronto, Canada.