Winners gets integrated with Project Runway Canada

The retailer has just signed on as the second major sponsor to hit Slice viewers on all platforms.

Winners has signed on as an exclusive retail sponsor for the Slice network’s Project Runway Canada, which premieres in October. The deal with Slice, Insight Productions and FreemantleMedia Enterprises will give the retailer on-air, online and print exposure tied to the show.

The in-show ‘Winners Accessory Wall’ will supply competitors with accessories and footwear for their designs. A Winners rep will also be featured as a guest judge each week. The marketer will also give the winning designer mentorship with the company’s marketing, publicity, buying and merchandising departments.

Online, the sponsor will be highly visible at – with banners, skyscrapers, buttons, clickable logos and pre-roll on streaming video content. Winners will also sponsor the program’s newsletter and the website’s photo gallery.

Alliance Atlantis EVP sales Errol Da-Ré says Winners was a fitting partner and will ‘strike a very positive chord with our target demographic.’ FreemantleMedia Enterprises VP integrated marketing and sponsorship Shannon Sweeny says the deal is ‘a prime example of great brand integration. An innovative and reputable brand like Winners is highly relevant for the consumers who form Project Runway‘s core audience.’

In sponsorship of Project Runway Canada, Winners joins L’Oréal Paris, which signed on for major integration at the beginning of August. The show will be hosted by Iman (pictured with Project Runway Canada mentor Brian Bailey).