Through its sponsorship, Engelbert Strauss enjoys the "most significant" package of rights available for commercial partners of the competition, securing extensive exposure at all 157 games.

This includes their branding being featured in the centre circle of the ice rink, on the players’ jerseys, the perimeter boards and the platinum circle above the boards.

In addition, Engelbert Strauss is to benefit from full integration across all communication and promotional materials – including the website and streaming platform.

The company, headquartered near Frankfurt in Germany, is in the work wear and occupational safety industry.

Karl–Heinz Brenner, head of marketing, said: "The Champions Hockey League has seen tremendous development since its inception and the competition has already built a steady standing in the European sports landscape.

"We are pleased to commit to the CHL platform as official presenting partner for a further season, as our sponsorship has been a great success so far.

"Due to the strong sportive appeal, we have gained great visibility in our key sales markets including Germany, Sweden and Switzerland but also worldwide, which contributes to our own growth vision.”

The 2016-2017 Champions Hockey League season, Europe's top club competition, has started this week.

In the Group Stage, 48 teams will compete in 16 groups, with winners and runners-up all qualifying for the Round of 32.

The final are due to be played on February 7 next year at the home arena of the club with the best record leading up to the final.

The 2015-2016 winners of the CHL were Sweden's Frölunda HC.