Super Bowl sponsors revealed by CTV

Labatt returns as the lead sponsor for Sunday's game, with Ford and Nissan joining as quarter sponsors.
Members of the Indianapolis Colts reach

Bell Media has unveiled its list of sponsors for the Super Bowl ahead of what is traditionally the most-watched television event of the year in Canada.

Labatt Breweries of Canada will once again be presenting sponsor of the Super Bowl on CTV, with Ford Canada and Nissan Canada also returning as quarter sponsors for this year’s game, which will feature the defending Super Bowl champion Seattle Seahawks playing the New England Patriots in Phoenix, Ariz.

Other key sponsors include A&W Food Services, Burger King, Doritos Canada, Fisherman’s Friend, Glaxosmithkline, Hyundai Canada, Loblaws, Mazda, Mondelez Canada, Reebok Canada and Volkswagen Canada. The financial sector is well-represented, with Manulife Financial, Dominion Lending Centres, President’s Choice Financial and Sun Life Financial all on board.

“Some of the financial sector has stepped up” says Perry MacDonald, SVP, CTV Sales. “That probably speaks to the competitive nature of that category.”

The company no longer discloses whether it has sold out its inventory, MacDonald says.

Unlike last year, the game will not be streamed on, but will be streamed on CTV Go and Bell Mobile TV, which require users to be authenticated.

The game’s French broadcast will be on RDS. It will also be broadcast on the TSN Radio network. Pre-game coverage begins at noon on CTV, with game coverage commencing at 6 p.m.

Last year’s Super Bowl broadcast on CTV and RDS drew 7.9 million viewers, its second-best ratings performance ever. It was bested only by 2012, which saw total average viewer numbers come in at 8.2 million.

Bell Media will also launch a multi-platform campaign for the series Manhattan, which is exclusive to its streaming service CraveTV. As well, it will have more than 20 promotional spots for its programming, including Masterchef Canada and The Amazing Race.