Sponsorship

Sugar Bear

Sugar Crisp cozies up to e-sports

With no campaigns in market since 2013, the cereal brand is now partnering with TheScore, sponsoring content on its e-sports vertical.

canadaTheStoryofUs

Ancestry digs into Canada’s history with CBC

Details on the brand stepping into branded vignettes with the pubcaster.

bigBrotherCanada

Kraft, Toyota and more joining Big Brother Canada as sponsors

Following its most successful season yet, Big Brother Canada has brought back key prize sponsor The Brick along with Toyota, Kraft, ParticiPaction, Oreo and Paramount Pictures.

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Baseball Canada and Rogers Media sign three-year deal

New media sponsorship puts Sportsnet at the heart of Canada Baseball Day and our national team.

Sangita Patel

Home to Win is back, and it brought more sponsors

Details on the new and returning brand partners for season two of the HGTV Canada show, which features 30 of the channel’s stars.

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NHL names official paint partner

PPG has signed on to a multi-year deal with the hockey league.

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Flonase pairs with Weather Network for Canadian launch

The allergy relief spray is embarking on its first Canadian consumer-facing campaign, which will include an integration on the Weather Network’s TV and digital properties.

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CIBC goes digital to engage with hockey fans

The financial institution is a few months into its five-year sponsorship with the CHL, which it’s using to engage with smaller communities across Canada.

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.

chuckAndDannysRoadTrip

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.

NBA KFC Image 1

NBA Canada brings AR to KFC stores

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

Week 2 photos 2

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.