Sponsorship

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RBC adds national sponsorship reach with Live Nation deal

CMO Mary DePaoli on what the new partnership adds to the financial co’s sponsorship mix.

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Scotiabank renews NHL sponsorship for five more years

‘Canada’s Hockey Bank’ signs back on to leverage the league for national and local activations.

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Johnsonville taps Hamilton for first Canadian stadium deal

The sausage company has signed a deal with the Hamilton Tiger-Cats and Tim Hortons Field.

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Spotted! President’s Choice gathers for a feast in Montreal

The brand is doing double-duty with its latest sponsorship, supporting the City of Montreal’s 375th anniversary while promoting its “#EatTogether” message.

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Toronto FC added to roster of Sonnet sports partners

The insurance company has signed a deal with the MLSE soccer club with activations starting at BMO Field later this month.

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Sponsors sign on with Toronto’s newest sports team

TekSavvy and Air Transat are among those joining the Wolfpack’s rugby bandwagon.

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Samsung Canada expands Jays partnership to go 360

The tech company is rolling out immersive content starring Kevin Pillar in order to bring fans closer to the action while showcasing its own technology.

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Pelmorex snaps up Nikon sponsorship for Storm Hunters

On top of an on-screen presence, the camera maker will become the official supplier of all the Weather Network’s mobile teams.

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MKTG Canada launch comes at time of sponsorship growth

Dentsu Aegis Network Canada CEO Annette Warring and MKTG Canada’s Brian Cooper on the growing role of sponsorship within media pitches.

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Jamieson Vitamins tackles sun safety with Canadian Cancer Society

Brand manager Stacey Salmon says the company has never worked this closely with a partner before, and will likely use social media for the bulk of the marketing efforts.

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Player integrations rule 2017 Blue Jays season on Sportsnet

VP of integrated sales Anthony Attard with details on new partners and how existing sponsors have upped their game.

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Canadian Club gets in on March Madness action with theScore

The whisky brand is using the contest as an opportunity to engage with its core demographic of millennial males.

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Sugar Crisp cozies up to e-sports

With no campaigns in market since 2013, the cereal brand is now partnering with TheScore, sponsoring content on its e-sports vertical.

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Ancestry digs into Canada’s history with CBC

Details on the brand stepping into branded vignettes with the pubcaster.

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Kraft, Toyota and more joining Big Brother Canada as sponsors

Following its most successful season yet, Big Brother Canada has brought back key prize sponsor The Brick along with Toyota, Kraft, ParticiPaction, Oreo and Paramount Pictures.