The Montreal Canadiens have tapped digital agency Twist Image for its mobile marketing business, handling application development and assisting in developing mobile strategies and tactics for the hockey organization, following a competitive review.

Twist Image will head up a complete overhaul of the team’s current mobile application, launching a new app that is scheduled to be in-market for the start of the regular hockey season, according to a release on the account win.

“We picked Twist Image as our mobile marketing developer because they demonstrated the innovative thinking that we value in our partners,” said Kevin Gilmore, COO for the Montreal Canadiens in the release. “Today mostly everything can be experienced in the palm of a consumer’s hand and it is imperative that we effectively connect with our fans in meaningful and engaging ways. We know Twist Image understands how to take our game, our team and our players and create a unique, enriched and compelling fan experience.”