La Presse has partnered with the Toronto 2015 Pan Am/Parapan Am Games (TO2015).

Simon Jennings, Toronto sales group president, La Presse, tells MiC that for now the nature of the partnership is not content, rather it’s primarily an advertising relationship, as promotions from TO2015 will appear in advertising space within La Presse+, the La Presse print edition and on lapresse.com.

Activations are not yet finalized and no other sponsors are attached to the deal – the games are still 15 months away – but Jennings says the conversation is ongoing, with La Presse to participate in a TO2015 partner workshop in May.

For La Presse, Jennings says the partnership will be a business-to-business opportunity to promote La Presse+ among the advertising and media buying communities in Toronto. Jennings says the effort to increase the visibility of the games in the French-language market made sense in part because Team Canada’s athletes include a strong contingent from Quebec.