Sponsorship

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Walmart Canada creates a limited Canadian edition of Supermarket Sweep

Although the upcoming reboot is U.S.-based, the retailer found a way to deliver a homegrown twist.

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Jays may have lost the Playoffs, but fan loyalty is good news for sponsors

The fans tend to skew older, but Gen X and Y follow somewhat closely, and half notice sponsors.

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It’s time for brands to look closer at women’s sports

Passionate fans of women’s sports say that more coverage is needed for pro sports leagues to reach their full potential.

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Kruger’s new initiative goes all the way from minor hockey to the NHL

To show how it’s supporting minor league hockey, the brand is rolling out a major media buy and extended NHL partnership.

OD Hosts

Pinty’s becomes newest presenting sponsor for TSN’s OverDrive

The brand officially replaces The Source as the lead sponsor of the afternoon staple series.

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How Bell used its digital prowess to keep TIFF running smoothly

Without the Lightbox at the centre of the action, the telco created ads to promote its digital prowess.

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How TIFF sponsors are innovating during the virtual fest

What to do when a festival goes online? Four sponsors took an alternate route this year.

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Toronto Life and Stella Artois partner on original culinary series

The eight-part series called Chef Artois is the latest effort by Stella to support struggling chefs and restaurants.

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Sportsnet and EA Sports team up on branded content series

It’s the first time EA Sports has worked with the network in an effort to promote its new game.

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Desjardins steps up with Montreal International Black Film Festival

The financial institution will grant young people free access to digital screenings.

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TD Bank Group signs on with Toronto Defiant

The new deal is TD’s first foray into the world of esports.

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How will brands cope with the CFL’s season cancellation?

The league’s main appeal is at a regional level – so how can sponsors replicate that loyalty without games?

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Skip buys big to boost NHL partnership

As the delivery app brings arena food to living rooms, it’s sparing no expense on TV, digital and social.

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Sobeys strikes an NHL deal

Voilà‘s deal with the Leafs and the NHL rounds out what has been a dominant media campaign in the GTA.

News

Ram, Canadian Tire partner with Sportsnet for fantasy hockey

No fans in the stands? No problem, say two major brands.