Sponsorship

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Samsung shoots for millennials with NHL partnership

The brand has expanded its deal with Rogers Media, including becoming the first title sponsor of its Sportsnet Fantasy Hockey Pool.

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Petro-Can fuels up a new branded content strategy

The company has partnered with CBC for a multiplatform sponsorship ahead of the next Olympic Games.

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Why LG Canada is sticking with the Hockey Wives

The electronics company has extended its sponsorship on account of the show’s strong ratings and its impact on brand lift.

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Grey Cup posts 2015 growth

How Shaw’s on-site activations fared in its first year as title sponsor, as overall ratings jumped.

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BioSteel signs with Toronto Raptors

How the first team sponsorship deal for the sports nutrition company is also a return to its roots.

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Brands take their little turn on the catwalk

Details on activations, including why first-time sponsor Microsoft chose World MasterCard Fashion Week as the launch platform for its Surface Pro 4 in Canada.

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Rogers prepares for the post-season

How Rogers is planning to ride the Blue Jays success into the post-season with ad opps and sponsor activations.

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Absolut partners with the AGO’s First Thursdays

In keeping with its arts-focused global marketing strategy, the vodka brand is targeting Toronto 20-somethings at the downtown gallery.

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BMO’s cross-Canada trip

The bank is using its Amazing Race Canada sponsorship to show how it helps Canadians on their own journeys.

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The fight for specialty channel survival

Industry members weigh-in on the potential casualties of next year’s specialty TV shift.