The agreement – which begins immediately – will see two Sports Interactive and two Eastside Hockey Manager Franchise Edition logos feature on the London Arena ice during all London Knights home games. Eastside Hockey Manager Franchise Edition is the exclusive interactive entertainment sponsor and will sit alongside Kiss FM, Pepsi and London Evening Standard underneath the 12 dueling players.

Ice hockey is a fast-growing sport worldwide, and interest within the UK has never been higher. Sky Sports broadcasts a highlights package, which will is seen by millions of hockey fans across the country – ensuring the Eastside Hockey Manager Franchise Edition is promoted before the most passionate hockey fans in the land.

“This is an excellent agreement for all concerned,” says Miles Jacobson, managing director, Sports Interactive. “The London Knights are arguably the highest-profile ice hockey squad in the country. Eastside Hockey Manager Franchise Edition will be the best management simulation ever written. It’s one hell of a team. This is the best way of reaching hockey fans throughout Europe – we’re delighted to be associated with the London Knights throughout this season.”

“When we first saw the game in action, we immediately jumped at the chance to work with Sports Interactive,” adds Joan Hill, CEO, London Knights. “Bob Leslie, our Head Coach has been extremely impressed with the depth of the title – we’re sure he’ll be using the game to experiment new players and tactics when it is released.”

Eastside Hockey Manager Franchise Edition will be released during 2003 for PC CD-ROM, publisher and price to be announced.