The Amazing Race Canada adds four new sponsors

Plus, Chevrolet has expanded its partnership to give away another vehicle.

Hit summer series The Amazing Race Canada is set to return on July 3. This season, the show will introduce a new “Heroes” theme, bring on board 20 new contestants and present four new sponsors.

Alcon Dailies Contact Lenses, Dempster’s, the Royal Canadian Legion and SkipTheDishes will join returning sponsors Chevrolet and Woods for the season.

Alcon Dailies will sponsor a “watch to win” contest on the CTV website, which will allow viewers to enter to win a $1,000 weekly prize and a $10,000 grand prize. Integrations for the other new sponsors will be announced at a later date. However, Laird White, director of brand partnerships with Bell Media, said the “heroes” theme (which will see first responders, teachers, community leaders, mentors, athletes and more as contestants) will lend itself to plenty of creative opportunities for branded content. The team is currently developing sponsor integration across broadcast, digital and social platforms.

Chevrolet has been a sponsor for all six years of the series’ run, and will give away a 2018 Chevrolet Traverse Redline to each of this season’s winners. New this year for Chevy is a Twitter contest, which will award the same vehicle to one viewer who correctly answers questions on the social platform following each episode.

The show will air Tuesdays at 8 p.m. on CTV. Last year’s season pulled in an average audience of 1.76 million viewers across all 11 regular episodes, according to Numeris.