File photo of a Frozen Fenway 2012  hockey game  between Northeastern and Boston College. Jon Mahoney for The Boston Globe.
File photo of a Frozen Fenway 2012 hockey game between Northeastern and Boston College. Jon Mahoney for The Boston Globe.

Fenway Sports Management, a firm specializing in sponsorship sales and brand management consulting, said that Citi, a global financial services company with about 20 bank branches in the Boston market, will be the title sponsor of Citi Frozen Fenway 2014, a two-week series of ice skating events in January that will include four college hockey games at Fenway Park.

The Frozen Fenway event began in 2010 when the Boston Bruins played the Philadelphia Flyers in an outdoor game at Fenway. The current plan is to hold this event every other year; the 2014 festivities will be the third time that fans can take part in the Frozen Fenway. The hope of Fenway Sports Management is that Frozen Fenway becomes a tradition.

As part of Citi’s sponsorship, Citi cardmembers can access a ticket presale for Citi Frozen Fenway 2014, and they can also enjoy special experiences for families and hockey fans ranging from youth clinics to exclusive skate times on Fenway Park ice for Citi cardmembers.

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The Frozen Fenway sponsorship is part of an effort to reward existing local customers and woo new ones.

“We’re always looking for new ways to give our customers special access in sports, and Frozen Fenway is creating new history at this iconic venue,” Jennifer Breithaupt, Citi’s senior vice president of entertainment marketing, said in a statement.

Meanwhile, in a related local sports marketing effort, Citi has scheduled a baseball clinic with Red Sox star David Ortiz. The clinic is set for Sept. 22 at Melrose High School. Citi said its cardmembers have the opportunity to purchase registration to the David Ortiz Youth Baseball Clinic for boys and girls, grades 1 to 8.

Fenway Sports Management is the global sports sponsorship sales arm of Fenway Sports Group, the parent company of the Boston Red Sox, the Liverpool FC soccer club, and majority owner of New England Sports Network (NESN) and 50-percent owner of Roush Fenway Racing. Fenway Sports Group is led by principal owner John Henry and chairman Tom Werner. Earlier this month, Henry agreed to buy The Boston Globe, its websites, and affiliated companies.