Chevrolet, a General Motors of Canada brand, will be the presenting sponsor of the inaugural World University Hockey Championship in Detroit, Mich. next April.

Patricia Roberts, gm’s general director, marketing, says the company sees viewers of Canadian Interuniversity Athletic Union hockey – second only to Canadian university football in viewership – as an important market.

The inaugural championship will feature players from Canadian and u.s. universities, and will be shown on tsn in Canada and the Prime Network in the u.s.