Sponsorship

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The Amazing Race Canada adds four new sponsors

Plus, Chevrolet has expanded its partnership to give away another vehicle.

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Budweiser returns as title sponsor of County Fair

Budweiser County Fair takes place next month in Toronto and will feature additional sponsors Webers Burgers, Bacardi Breezer and more.

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LCBO, Lyft and others among new Pride sponsors

Companies such as Tweed, Lyft and Schneiders join dozens of brand partners appearing at the 38th annual festival.

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LCBO partners with Pride Toronto

This marks the first time in the festival’s 38 years that the retailer has shown official support.

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ICYMI: Marketing Awards winners and more

Plus, Corus and Bell call it quite on the Series+ and Historia deal.

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New lifestyle publication taps aging boomers

Launched in partnership with Shoppers’ Wellwise brand, YouAreUNLTD aims to advance conversations around aging and care.

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Coca-Cola takes title sponsorship for FIFA

The last tournament took in an average of 1.7 million viewers, and audiences have been on the upswing since 2010.

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Bauer expands Hockey Canada partnership

The hockey equipment manufacturer’s relationship with Hockey Canada dates back nearly half a century.

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La Cite de l’Energie looks to increase tourism with new partnership

The five-year agreement with Quebecor includes promotion of the theme park across the communication company’s platforms.

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Matthew Logue on MKTG’s big win

After the Sponsorship Marketing Council Canada crowns it Agency of the Year, MKTG’s president reflects on what’s driving change in the sponsorship industry.

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Skyy Vodka courts entrepreneurs with sponsorship play

A contest gives Canadians the chance to win a trip to Montreal-based Startupfest where they can pitch their big idea.

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Gadoua leans heavily on TV in new awareness campaign

The Quebec bread brand paired with Groupe V for activations on its linear and digital properties.

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NBA Playoff season sparks national brand activations

Canadian activations range from prize packs to flights to rub shoulders with players at the NBA Awards.

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Boston Pizza goes experiential for Jets partnership

After earning its title as the Winnipeg Jets’ “official headquarters,” Boston Pizza invested in a literal bandwagon.

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Jack Daniel’s celebrates NBA sponsorship with tattoo exhibit

The event was the first in Canada to mark the whiskey brand’s sponsorship with the basketball league.