Cavendish announced as sponsor for U Sports hockey championship

December 11, 2018 by  

Anticipation in Lethbridge, Alberta is building for the 2019 U Sports hockey tournament, and organisers recently announced that its title sponsor will once again be Cavendish Farm.

The agricultural giant will provide funding for the eight-team tournament of university hockey’s best, also known as the University Cup.

The tournament will take place at the ENMAX Centre, fifteen minutes off campus, between March 14 and March 17. As in past years, the format will be a single-elimination tournament between the top two teams from each of the three U Sports conferences, the third-place team from Ontario, and the host team – a role that will be played by the Lethbridge Pronghorns. Last year’s tournament final featured the Alberta Golden Bears securing a 4-2 victory over the St. Francis Xavier X-Men.

As with any sporting event, the role of a title sponsor brings major visibility. Typically, the brand will be linked to the event in banner printing, poster printing, and TV and radio broadcasts. Cavendish Farms is an appropriate sponsor, having done so for nine of the last 13 seasons.

The company is also a major investor in Lethbridge, in the process of opening a $360 million potato processing plant in the city. The U Sports tournament will be broadcast on Sportsnet 360 in English and TVA in French.