The Amazing Race Canada hits a high for sponsors

The new season will also feature the return of Bell Media's Super Pods.

Heading into its seventh season, ratings juggernaut The Amazing Race Canada has set a new personal record for the most brand partners in a single season.

Not since the first two seasons has the series seen this degree of sponsor activity, Laird White, director of brand partnerships at Bell Media tells MiC. The Canadian spinoff of the U.S. format has signed 11 brand partners for the season.

“As the show’s evolved, partners have come and gone,” White says, with Chevrolet being the most consistent. The auto manufacturer will once again return, providing vehicles across the country as racers dash from one location to the next. It will also provide three prize vehicles, one of which will be given to the viewer who wins the returning #TheChevroletRace Twitter quiz.

White says the format of the show allows for integration opportunities across various categories. “You’re not confined by a studio space. We’re out running around Canada so we can do activations inside or outside.”

Besides Chevrolet, 10 other brands have joined the race this season including Dempster’s, Clif Bar, Dairy Farmers of Ontario, Walt Disney Studios, Expedia, Paramount Pictures, Shell Canada, the Royal Ontario Museum, The Source and Webber Naturals. Most will be featured via in-show integrations as well as in two digital companion series – with Dempster’s and Webber Naturals – to stream on Super pods and social are also part of the media plan.

Bell Media first introduced the super pod product earlier this year with the second season premiere of The LaunchThe product involves shorter breaks devoted to a single advertiser, in order to help the brand stand out more.

Since its launch in 2013, The Amazing Race Canada has remained the country’s most-watched summer series with an AMA of 1.8 million viewers per week during its sixth season.