London, August 27th, 2008 -- Firstmed Consulting, the UK's leading online impotence specialists, have announced that they are to become one of the official sponsors of The Basingstoke Bison ahead of the 2008-09 Bmibaby Elite Ice Hockey League season. The online impotence specialists hope to put a masculine face on to a sensitive subject and urge more men to seek treatment for dysfunction.

Ice Hockey, the world's fastest team game, full of skillful stick handling, tactics, speed and grit is ever gaining in popularity in the UK. There are currently 33 affiliated clubs and this year there are over 8000 licensed players, officials and coaches.

Through its sponsorship of the up and coming Ice Hockey club, Firstmed will be hoping to follow in the sponsorship footsteps of other pharmaceutical giants.

 Pfizer, the manufacturer of Viagra, have had successful campaigns in the past by targeting sports personalities. Pfizer are the official sponsors of Major League Baseball stars, Nascar drivers and even featured football legend Pele as a spokesman.

A spokesman for Firstmed said " We are delighted for this unique opportunity to increase awareness about male health and erectile dysfunction to fans and players alike. Men are traditionally very reluctant to talk about health matters, especially when it comes to their performance in the bedroom. However, erectile dysfunction is extremely common and will affect most men at some stage or another.Men relate to and look up to sports stars. Putting a masculine face on a sensitive subject can often be enough to prod someone in the right direction to seek treatment. "

 The Basingstoke Bison supporters will see the name "Firstmed" on the players helmets for the first time on 6th September when Basingstoke face Coventry Blaze in the first clash of the season. Hopefully, with Firstmed’s help, ‘The Bison’ are on their way to becoming the hardest team in the league.