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.
Ancestry digs into Canada’s history with CBC
Details on the brand stepping into branded vignettes with the pubcaster.
Baseball Canada and Rogers Media sign three-year deal
New media sponsorship puts Sportsnet at the heart of Canada Baseball Day and our national team.
Home to Win is back, and it brought more sponsors
Details on the new and returning brand partners for season two of the HGTV Canada show, which features 30 of the channel’s stars.
NHL names official paint partner
PPG has signed on to a multi-year deal with the hockey league.
Flonase pairs with Weather Network for Canadian launch
The allergy relief spray is embarking on its first Canadian consumer-facing campaign, which will include an integration on the Weather Network’s TV and digital properties.
CIBC goes digital to engage with hockey fans
The financial institution is a few months into its five-year sponsorship with the CHL, which it’s using to engage with smaller communities across Canada.
CFL invites fans (and sponsors) to pre-season events
Title sponsor Mark’s will use the event as an opportunity to tap a younger demo, while the CFL is hoping to up engagement year-round.
CBC/Radio-Canada unveils new sports sales and marketing team
Adam Mitchell has been named director of sports partnerships under the new structure.
Juno Awards lay down a new track with VIA Rail
The music awards will also host the new Juno Cup, a celebrity benefit hockey game for music education charity MusiCounts.
How Go RVing Canada made its way onto the Food Network
Details on the RV organization’s sponsorship of Chuck & Danny’s Road Trip.
NBA Canada brings AR to KFC stores
The association has also paired with Manchu Wok as part of its annual Chinese New Year celebrations.
Spotted! Bell courts basketball fans
In an effort to promote its FibeTV service as well as its Toronto Raptors sponsorship, Bell is bringing the court to the fans — and the fans to the court.