Sears Canada signaled its official broadcast and merchandise sponsorship of CBC’s upcoming Hockey: A People’s History series by showcasing its line of vintage hockey jerseys during CBC’s reception and sneak-peek, held at Canada’s Hockey Hall of Fame this week. The jerseys, plus other branded memorabilia, will be sold on Sears’ website, while the retailer’s brand is incorporated into a number of platforms supporting its Christmas Wish Book DVD. Some 400,000 copies of the catalog DVD will be distributed nationally, and contain the first hour of the epic series. Sears will also sell limited edition branded memorabilia and apparel through its website, which will be promoted during the broadcasts.
As presenting sponsor for the five-week HD series – which premieres on September 17 at 8 p.m. for a five-week run – Ford of Canada will run 30-second commercials and billboards on CBC Television and CBC Radio, plus have logo integration on the program’s website and the series DVD.
