Canada’s Got Talent unveils a roster of four brand partners

CIBC, Air Miles, Tim Hortons and Walmart have signed on as sponsors for the show's relaunch.

Canada’s Got Talent is ramping up for its March 22 return and has released its roster of premium brand partners: CIBC, Air Miles, Tim Hortons and Walmart.

The program begins with the auditions phase next month, with weekly episodes running through to the live two-hour finale on May 17. The series first season premiered in 2012 and Citytv decided to revive the talent competition show for a second season a full decade later.

Sponsors will be involved with CGT through content integrations and promotions. CIBC is providing the show’s champion with a grand prize of $150,000 and a financial advisor to help them achieve career goals.

Air Miles is the official travel partner and will be integrated into episodes, while Tim Hortons is providing branded cups on the judges’ table and a branded “Quenchers Backstage” area.

Walmart is sponsoring the “Vote and Save” feature, which lets the audience support their favourite semi-final acts and send them through to the finale. This will be communicated with lower thirds and verbal mentions. In addition, Walmart will be sponsoring a special recap in each audition episode and in the finale.

As part of their sponsorship, each brand will receive variations in multiplatform sponsorship integration across Rogers Sports & Media’s entertainment brands, including television, radio and digital.

This year’s celebrity judges include Lilly Singh, Trish Stratus, Howie Mandel and Kardinal Offishall. Lindsay Eli will serve as this season’s host.

Canada’s Got Talent airs on Citytv and with catch-ups available on Citytv Now.