Sponsorship

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Van Houtte soars to new heights with Cirque du Soleil

A 15-second spot filmed under the big top marks phase three of a campaign for the coffee distributor’s centenary.

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Leon’s brings fans ‘couchside’ for the Raptors

The Canadian furniture brand breaks into the sports world with national campaign as it continues its drive to evolve alongside Millennials.

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Hotels.com creates a sporty new suite

The online booking service paired with the Vancouver Whitecaps and Toronto FC to build its brand with sports fans.

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Desjardins, Canadian Tire join Dragons’ Den sponsor roster

Desjardins will use the integration to promote its new GoodSpark platform, while Canadian Tire will position itself as an innovator.

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Why Lang Marketing took on a new moniker

Agency president Chris Lang on how client demands are shaping the agency’s purpose.

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OK Tire signs exclusive deal with Hockey Canada

The four-year partnership builds on the auto retailer brand’s efforts to support local hockey across the country beyond sponsorships.

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Hometown Hockey signs Hyundai

As co-presenting sponsor, Hyundai will use onsite activations to increase the buzz around its newer SUV models.

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RBC extends TIFF content program

The Share Her Journey initiative, which started as a fundraising program, is now a full-fledged video content initiative.

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Spotted! What’s sweet, sleek and unique at TIFF?

From sparkling beverages to sweaty bike rides, this year’s festival activations offer more of a lean-back experience.

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PWHPA signs first sponsors, gets a live stream deal

Budweiser and Unifor are among the first national brands to sign up as Professional Women’s Hockey Players’ Association sponsors.

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Advil inks partnership with TSN’s Digital SportsCentre

TSN’s Instagram-only sports news show brings Advil Mini-Gels on as presenting sponsor with broadcast and digital promos, customized feature content.

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Twitter adds an in-person element to engage #FilmTwitter

After previously aligning with TIFF in an online capacity, the social network is going all out with experiential and OOH.

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Why Visa’s going for a more human touch at TIFF

The payments technology company is going for a more personal experience and is focused on providing users with more lounge time and sweet treats.

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Bell adds Crave to its TIFF marketing mix

With the doc Once We Were Brothers premiering, the vertically integrated company is sprinkling the festival with nods to its SVOD.

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Bridging the ‘dream gap’ (and the sponsor gap) for women’s hockey

Some 200 of the world’s top female hockey players are embarking on a new mission – and some sponsors are taking notice.