Sonnet has added another team to its roster of sponsorships, signing on as the official insurance partner of Toronto FC.

The insurance company has used sports sponsorships since before its official launch last September, signing with the Toronto Blue Jays last season with its name behind home plate at the Rogers Centre. Since then it has also signed on with the Scotiabank NHL Centennial Classic and the NHL.

John Rocco, Sonnet’s VP of marketing, said that sports team sponsorships help to connect with fans in places where they are feeling passionate and happy, linking into the company’s platform of optimism that has run through all of its creative. The company works with OMD on media, New York-based Johannes Leonardo on creative and Toronto’s Community on experiential.

“It’s an exciting property and platform,” said Rocco of Toronto FC. “It ties back into optimism. It’s an amazing fan experience in the city, also a fan experience that is accessible to a lot of families. So it made sense to tap into that.”

While not being able to share numbers, Rocco said that the company’s sports partnerships have driven awareness, noting lifts at times like when the brand is on screen during a Jays game.

The activation at TFC will include in-stadium signage at BMO Field, in-game features and a Sonnet Top Corner in the south west corner of the field, with a suite and outdoor space that opens on May 23. Rocco said the brand will be using the space to host youth groups and share the fan experience.

Sonnet will also have OOH signs along Toronto’s Gardiner Expressway near the stadium and will host a promotional night on Saturday, Sept. 30 where they will reward fans with merchandise and unique experiences. The company will also be creating content with TFC player Sebastian Giovinco later in the season.

Image: Shutterstock