Sponsorship

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What to expect from MasterChef Canada’s five sponsors

A season based on returning competitors has a mix of new and old sponsors, including IKEA, San Pellegrino, Becel, Cracker Barrel and Miele.

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SkipTheDishes becomes the NHL’s official food delivery app

The brand will deepen its integration with the game through an increased presence in arenas and broadcasts.

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How Canadian Tire is keeping its NHL presence felt

The retailer has found silver linings in changes to this season, be it in new broadcast angles or finding new games to sponsor.

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Are the NHL’s new brand opportunities enough of a ‘make good’?

Helmet ads and naming rights to divisions are among the ways the league is looking to replace value lost to the pandemic.

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The buyer’s perspective on CBC’s branded content arm

Tandem has drawn opposition from staff and advocacy group, but will those concerns reach advertisers?

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SkipTheDishes goes to the World Juniors

The brand teamed up with Hockey Canada as the official food delivery app of the upcoming under-20 tournament.

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BioSteel becomes the Raptors’ official sports drink

The Toronto company’s new sugar-free product will debut on the team’s bench this season.

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ICYMI: Sportsnet bubbling its curling in Calgary

Plus, Global adds four local news streams to its app.

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Dove teams with Cold Tea to reach Asian millennials

The month-old program is already exceeding reach engagement goals as part of this international campaign.

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IGA finds success with COVID advice in Quebec

The grocery chain teamed with Quebecor’s marketing content solution to support Quebecers in the early days of the pandemic.

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Amex highlights resilience with Globe series

The content marketing campaign further aligns the brand with small businesses.

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Sonnet’s hockey sponsorship expands to women’s league

A new deal with the PWHPA spawns a new professional team and continued investment in Canada’s hockey players.

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BNN and Mackenzie Investments partner on content series

The advisor-focused series looks at building wealth on Bell Media’s specialty channel.

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What’s a sponsor to do when the Raptors head south?

Toronto’s beloved NBA team will play home games in Tampa next season. This doesn’t necessarily leave in-person sponsors out in the cold.

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Desjardins expands its content play with Immigrer

The six-year partnership spawns a content hub to help the bank continue reaching new Canadians.