Sponsorship

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How Egg Farmers of Ontario adjusted its media strategy in lockdown

Sponsorship is normally a big part of the Egg Farmers’ strategy, but it’s still activating where possible.

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Kruger uses “Rolling it Forward” message to expand on NHL partnership

The CPG giant didn’t initially have a paid media campaign for its NHL sponsorship this year, but now it’s seized the opportunity.

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Inside TD’s homebound sponsorship play

Big in-person events are out. Here’s how TD’s evaluating sponsorships going forward.

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How can networks cope with no new content?

Broadcast heads discuss how they’re mapping out their schedules during lockdown, and what discussions look like with the CMF and CRTC.

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With big events out, where does that leave sponsorship strategies?

From Pride, festivals and sports, there’s suddenly less on the table for activation. Two sponsorship experts share why they see the glass as half-full.

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What Budweiser is doing with its sports sponsorship spend

The brewer is trading sticks and pucks for emergency supplies, mental health care and more.

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First Choice Haircutters ups its sponsorship spend with Big Brother Canada

In what the brand describes as its largest integration effort to date, it will have a physical presence in the reality show house while also sponsoring closed-captioning and 30-second broadcast spots.

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Captain Morgan kicks off new Canadian soccer sponsorship

The brand has expanded its MLS partnership to Canada in an effort to tap into buzz around the growing game.

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Inside 1-800-GOT-JUNK’s latest TV integration

The homegrown Canadian brand attached itself to the revival season of Extreme Makeover: Home Edition to extend its feel-good brand image.

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Kellogg Canada inks multi-year sponsorship with MLS

Snack brands Pringles, Rice Krispies, Pop-Tarts and more will be integrated during TV broadcasts.

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GE Appliances strikes another soccer deal

The brand has chosen to focus more on soccer sponsorships than other more high-profile sports in an effort to engage with a family-friendly game.

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DAZN launches global sponsorship opps for Canadian brands

Through a new global football sponsorship package the sports streamer is aggregating assets across its platforms.

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American Standard finds itself a home with HGTV Canada

In a first for the kitchen and bath fixture company, the partnership will allow the brand to integrate its products in the $ave My Reno and Family Home Overhaul series.

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Corus confirms sponsors on Family Home Overhaul

The eight-episode specialty series will feature brands such as Landmark Home Solutions, Wayfair and more.

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GE Appliances and Toronto FC expand partnership

The brand is aiming to broaden its reach to a broader, more diverse audience with soccer sponsorship.