PetSmart Leafs

Maple Leafs and PetSmart put pets into the game

The retailer will serve as the team’s first exclusive pet partner, in a bid to reach pet-owning hockey superfans in Toronto.

Swan Lake

Porsche gets to the pointe with National Ballet

The luxury automaker is aiming to widen its demographic appeal to include women and families with its first professional performance arts partnership in the market.


HGTV ushers in record brand partners

The four returning and five new partners also include more digital activations than the network has previously done.


LG steps into the kitchen with Chuck Hughes

The partnership is a first for the brand, and will be activated across print and digital.


Why Two Oceans went from no campaigns to The Bachelorette Canada

After a mass marketing hiatus, the South African brand is back, but instead of OOH ads it has partnered with W Network’s reality show.

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Sponsors sign up to score with World Cup of Hockey broadcasts

Molson, Advil and Sonnet are among the in-broadcast partners for the upcoming tournament.

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Scotiabank relives Canada’s “hockey dreams”

The financial company is bringing a new TV campaign to market as part of its program around this month’s World Cup of Hockey in Toronto.

Leigh and Meg

HuffPo banks on vloggers to speak to millennial moms

As the site preps to launch a new original series centered on parenthood, it’s zeroing in on a video focus to speak to millennials in a more personal way. (Pictured: new series Apparently.)


World Cup of Hockey to hit Toronto streets

A fan festival and jersey ads are among the activations coming to next month’s tournament.


Will you accept this sponsor?

The brands that will have contestants flying, sipping and sporting bling on the first edition of The Bachelorette Canada.


Nestle and FILA make Rogers Cup debut

VP and CCO Rob Swann on the activations hitting Toronto and Montreal for this year’s tournament.


CBC/Radio-Canada preps for Canada 150

The pubcaster has released its programming slate for the 2017 celebrations, along with its first sponsor.


Hotels.com and MEC sign on for Amazing Race Canada

The two new sponsors join three returning partners as the show prepares to launch its fourth season.


SMCC hands out the hardware

Ford’s partnership with TIFF took Best in Show last night at the Sponsorship Marketing Council Canada Awards in Toronto.


Brands head to the ballpark

Details on this season’s new sponsors and how the Toronto Blue Jays are marketing to their target audience following last year’s playoff run.