LOS ANGELES — Prinx Chengshan Tire North America Inc. is an official sponsor of the 2023 3ICE Championship, an independent, three-on-three professional ice hockey league.
The championship is set to take place Aug. 12 at the Wells Fargo Arena in Philadelphia.
In addition, Prinx is sponsoring the sixth week of the season, to be held Aug. 2 in Clarksville, Tenn.
Fans attending the championship game may receive a promotional rebate when purchasing a set of four Prinx tires. Participants also will be entered in a drawing for an autographed game jersey from the 3ICE league.
Prinx Tires' logo and brand will be displayed on the ice, digital board signage, scoreboard and other official league communication channels. CBS will broadcast the championship at 1 p.m., as well as Canadian networks TSN and TVA.
Samuel Felberbaum, president of Prinx Tires, calls the partnership with the league "an exciting opportunity for Prinx Tires to push boundaries and create brand awareness. Together, we will undoubtedly create thrilling moments both on and off the ice, while embracing the competitive spirit and adrenaline that is synonymous with ice hockey."
He said the collaboration allows Prinx to reach a wider audience, "connecting with ice hockey enthusiasts and sports fans in both the U.S. and Canada."
John Schermerhorn, chief revenue officer (East) and chief content officer of 3ICE lauded Prinx "for producing top-notch, high-performance tires,' that, he said, "aligns with our vision for a fast-paced, dynamic and exhilarating ice hockey experience. Together, we are set to redefine how fans engage with the sport they love."
The 3ICE league employs similar rules as an overtime period in the National Hockey League: Three skaters and one goalie per team. Games consist of two eight-minute halves with a running clock.
There are no power plays. Instead, a penalty shot is awarded and coaches select the shooters.
Among former NHL players involved in the league are John LeClair, Grant Fuhr, Joe Mullen and Ray Bourque.