Cooper Tire & Rubber Co. will serve as the "Official Tire of the Canadian Hockey League" for the 2013-14 season.

As such, Cooper will have a strong presence at each of the CHL national events as a partner of the Subway Super Series, the CHL/NHL Top Prospects Game, and the MasterCard Memorial Cup.

Cooper said the partnership supports its brand expansion into the Canadian market and is a logical extension of the tiremaker’s Canadian market focus.

“Celebrating Canada’s greatest national sport, Cooper Tire is looking forward to the CHL season and connecting personally with fans,” said Hal Gardner, vice president of marketing communications and market intelligence. “Our brand’s expansion into Canada has been well-received and we’re thrilled to continue the momentum, capitalizing on the energy and passion of the CHL. The partnership is an incredible match, pairing Canada’s most loved national sport with a brand consumers trust for all of life’s road trips.”