The playoffs on Sportsnet and Sportsnet+ began on April 19, and with the most Canadian teams in contention heading into the first round in nearly a decade, the sportscaster says the playoffs have been the most-watched program on TV, with 14 million Canadians (35% of the population) tuning in.
“More Canadian teams in contention mean bigger audiences, which drives greater value for partners,” Sportsnet tells MiC. “Strong Canadian brands are capitalizing on the moment and the swelling of national pride.”
Sportsnet last week announced that Instacart will be its new presenting sponsor and will be featured prominently through in-studio branding and integrations. Instacart will receive a “Delivery of the Game” feature, in-studio branding, billboards and brand sell inventory within all Sportsnet-produced games, integrated “Squeeze Up” messaging in U.S. Network plugs, and visibility within marketing material.
According to Sportsnet: “Partners like Instacart are now made even more visible thanks to engaging in-studio branding capabilities and augmented and virtual reality broadcast assets.”
Rogers is sponsoring intermissions, squeeze backs and brand sells in all playoff games and the “Stats After 40” segment.
As the NHL’s national media rightsholder for more than 12 years, Rogers’ fan engagements this year will include “Road Game Watch Parties” in Toronto and Edmonton. Plus, through Rogers’ “Beyond the Seat,” customers can win from hundreds of prizes, including tickets and a trip to the Stanley Cup Final. Rogers is also helping to bring Stanley home by calling anyone named Stanley to enter for a chance to attend a game in the Rogers Stanley section in Edmonton and Toronto.
Tim Hortons Interstitial sponsorship features Sportsnet personalities driving awareness to their NHL Hockey Challenge in the Tims App during Hockey Central Playoffs.
Sports Interaction is a betting partner and Stanley Cup Playoff Hockey Central presenting sponsor; Scotiabank returns with first-period sponsorship; Bet365 is a betting partner; Subway is the Overtime sponsor; AWS returns with NHL Edge IQ Stat feature (Ice Tilt & Projected Goal Rate); and Boston Pizza will sponsor segment “The Bottom of It”; and Polestar will feature the “Most Electrifying Play of the Game.”
The Stanley Cup Playoffs on Sportsnet and Sportsnet+ will be featured on both linear and streaming. In 2024, the Stanley Cup Playoffs on Sportsnet was the #1 most-watched program in Canada 42 times from April through June, and Round 1 of last year’s Playoffs reached 19.3 million Canadians (50% of the population).
According to Sportsnet Sportsnet+ brands can use Dynamic Ad Insertion to cater to a different audience (streaming vs. linear). Sportsnet showcases partners across all its platforms, including TV broadcast, streaming, radio and original content.
