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Three-on-three professional ice hockey property 3ICE has retained Connecticut-based agency CSMG to boost the league’s sponsorship sales and media rights business. The agency’s remit includes 3ICE’s full portfolio of competitions, which includes a professional men’s division (3ICE Men), a youth division (3ICE Kids) and an international tournament (3ICE World Cup). CSMG is conducting a full assessment and valuation of 3ICE’s sponsorship assets and will pursue national and regional brand opportunities for the property. Available assets include uniform branding, in-ice logos, broadcast integrations and branded content. Current 3ICE sponsors include Red Bull, Elite Casino Resorts and Jostens, along with endemic hockey brands such as CCM and Warrior. CSMG is also advising 3ICE on content distribution strategy. DAZN exclusively streamed the property’s recent World Cup and men’s events in July.