BBQ restaurant Montana’s has signed on to the exclusive title sponsor of TSN’s Digital Sportscentre. The agreement marks the first season-long title sponsorship in the program’s history.
The title sponsorship, which will run through the season and playoffs, has a few different sponsored content components, including weekly features throughout the hockey season and playoffs; brand mentions within additional segments, as well as partnership tagging on social platforms; a special series streaming within Montana’s Digital Sportscentre featuring the BarDown crew taking a road trip to Ottawa for the 2025 IIHF World Junior Championship this December; and the sponsorship of “DSC Live On-Location”, featuring content captured at local Montana’s restaurants.
“Our extension into these specific TSN and Bell Media properties enables Montana’s to amplify its presence by integrating into a diverse mix of core programs across multiple viewer touch points,” says Yianni Fountas, vice president of marketing, Montana’s BBQ & Bar. “By aligning our brand messaging with the unique delivery of the sponsored platforms, we are able to keep our content fresh and relevant to the Montana’s target guest demographics.”
Montana’s Digital Sportscentre, hosted by Marissa Roberto, is shared weekdays at 3 p.m. ET on TSN’s official social media accounts, including YouTube, Instagram, Facebook, Snapchat, TikTok and X. The program debuted in 2018, becoming the first mobile-optimized daily news show in Canada.
Calgary Flames continues partnership with Fireball
In other sports sponsorship news, the Calgary Flames have an official shot, and it’s not the slapshot, it’s Fireball Cinnamon Whisky.
As part of their ongoing partnership, Canadian-made Fireball Whisky Fireball joins a group of over 10 beer and liquor partners available at the Scotiabank Saddledome, which the brand says is the third busiest sports arena in all of North America.
“The Flames are extremely proud of their Canadian heritage and aim to showcase the best products this country has to offer,” says Brian Armstrong, the senior director of food and beverage at the Calgary Sports and Entertainment Corporation. “And what better match than the Flames partnering with a liquor known for its intense heat?”
