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Berkshire Bank has taken a step towards validating its marketing mantra of “America’s Most Exciting Bank” --- it has announced a new sponsorship that may capture the attention of Bruins hockey fans.

The Pittsfield-based bank, which has $5.5 billion in assets and 74 full service branch offices in Massachusetts, New York, Connecticut, and Vermont, joined New England Sports Network (a.k.a. NESN) in announcing that Berkshire Bank will become the official bank of Boston Bruins coverage on the network for the 2013-14 season.

The agreement includes sponsorship of NESN’s “Hockey Night in New England” broadcast for the regular season and the playoffs in addition to online and digital promotion elements, Berkshire Bank and NESN said.

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“The partnership will feature Berkshire’s ‘Life is exciting. Let us help’ commercial spots during NESN’s Bruins pre-game, game and post-game coverage as well as a presenting sponsorship of NESN’s Hockey Night in New England that includes news from the rink, starting lineups and commentary from NESN’s experts,” Berkshire Bank and NESN said in a press release.  “Berkshire Bank’s sponsorship with NESN will also include an in-game and online consumer promotion.”

NESN is owned by the Boston Red Sox and Boston Bruins and delivered to more than 4 million homes throughout New England. The principal owner of the Red Sox is John Henry, who also owns The Boston Globe, BostonGlobe.com, and Boston.com.


Chris Reidy can be reached at reidy@globe.com.