Sponsorship

Junior Turner, Travon Van

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.

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CBC/Radio-Canada unveils new sports sales and marketing team

Adam Mitchell has been named director of sports partnerships under the new structure.

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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.

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How Go RVing Canada made its way onto the Food Network

Details on the RV organization’s sponsorship of Chuck & Danny’s Road Trip.

Brooke Henderson

Golf Town taps next generation of golfers with first athlete sponsorship

The ailing sports retailer is expanding its media strategy to integrate more social video content in the hopes of reviving the spirit of the game with millennials.

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NBA Canada brings AR to KFC stores

The association has also paired with Manchu Wok as part of its annual Chinese New Year celebrations.

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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.

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Local focus grows for RBC in year two of Olympic program

The bank is expanding its Training Ground initiative, but will take a more focused approach to its media plan.

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Adidas and Raptors sign new three-year partnership

The athletic apparel brand will pair with local infleuncers to create content inspired by basketball culture and display its product lines at a new ACC lounge.

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Mitsubishi Electric goes experiential with NHL

The brand’s first sports partnership also represents a new era for the company as it looks to add direct engagement with consumers on top of marketing to distributors.

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Cineplex presses play on 2017 gaming championships

Since last year, the theatre chain has played host to thousands of one-day gaming events as popularity in the e-sports vertical soars.

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Toyota pairs with Discovery for Highway Thru Hell spin-off

The automaker will also appear in the Discovery series’ sixth season, representing the fifth consecutive year it has served as a sponsor.

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Budweiser signs multi-year deal with Live Nation

The deal includes naming rights for Toronto’s Molson Canadian Amphitheatre, which will be renamed the Budweiser Stage.

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NHL to kick off centennial celebrations with PreGame party

The two day Toronto event borrows elements from the recent World Cup of Hockey, while also launching new initiatives aimed at the coming anniversary.

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Sonnet signs on with NHL

The insurance company will activate at the Scotiabank NHL Centennial Classic and also creating custom TV spots to air on Sportsnet.