Sponsorship

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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 move away from marketing to distributors and dealers and toward engaging directly with consumers.

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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.

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How Kia Canada handled being locked out of the MLS Cup

Steve Carter, director of marketing for Kia Canada, on how the car co dealt with the MLS Audi deal.

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Notable invites readers on an UnRetreat with Lululemon

Founder Julian Brass said “offline” experiences are the key for brands to engage with readers.

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Sun Life Global Investments expands focus with Cirque deal

CMO Lori Landry on why the company chose this partnership to expand beyond B2B marketing.

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Nissan aims to align with truck lovers for Grey Cup

The car co is focusing its 2016 activities around promoting its new Titan truck.

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Your Morning embarks on first travel partnership

The sponsored giveaway will be supported by broadcast and social media posts directed at Your Morning’s female-skewing audience.

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BioSteel teams up with Habs for new sponsorship

The sports nutrition company’s relationship with the Habs dates back to its early days, and is now officially launching the product in Quebec with an official deal.

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Scotiabank signs on as title sponsor for 2017 NHL Centennial Classic

The deal marks the first time the financial company has signed on as title partner of a signature league event.

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Molson Coors extends MLSE partnership

The beer company has signed a 10-year renewal of its partnership with MLSE, which will include a sponsored pub and a promise for more digital content.