Scotiabank to become major sponsor of football in the Americas

A Scotiabank logo is pictured at the company's AGM in Kelowna, British Columbia April 8, 2014. REUTERS/Ben Nelms

TORONTO (Reuters) - Bank of Nova Scotia said on Tuesday it has become the official bank and first official partner of the governing body of football in North America and the Caribbean, a move that adds to the Canadian lender's growing branding efforts in the sports world.

As part of its deal with the Confederation of North, Central American and Caribbean Association Football, or CONCACAF, Scotiabank will become the title sponsor of the Gold Cup, the championship for national teams from the United States, Canada, Mexico, the Caribbean and Central America.