Sponsorship
How athlete endorsements contribute to a winning sponsorship strategy
As was seen with Christine Sinclair during the World Cup, brands have a lot to gain from the affinity fans have for players.
Securian Canada to sponsor Global T20 cricket
The insurance brand signs on as CBC takes over the tournament’s broadcast rights.
Visa uses World Cup sponsorship to help women-led small business
The Canadian Council of Aboriginal Business will get additional grant funding every time a Canadian national team player earns player of the match.
RBCxMusic gets interactive to elevate summer concerts
With a game featuring up-and-coming artists, the bank is looking for more unique ways to boost the live music experience.
Frito Lay signs its largest-ever women’s sports sponsorship for World Cup
Championing role models for young girls will be a core message in the company’s activations.
Baffin makes CFL sponsorship the centre of a new campaign
The spot, which launched alongside the 2023 season, shows how the brand’s passion for its work extends to the league and its teams.
GE Appliances details increased support for women’s national soccer team
In addition to health and wellness support during the World Cup, the funding also includes programs for future innovation.
Molson Coors takes over sponsorship of BC Lions, Vancouver Whitecaps
The deal with BC Place focuses on the Coors Light, Hop Valley and Granville Island brands.
Tangerine to sponsor Bike Share Toronto
The bank will support the service’s expansion across the city.
How NHL sponsors are activating during the Stanley Cup Playoffs
Dozens of national, regional and global partners are looking to tap the excitement of hockey fans.
Golf Town partners with ParaGolf Canada
The retailer will support events and leagues geared towards making the sport accessible to all Canadians.
ATCO signs on as presenting sponsor of 2025 Invictus Games
The engineering company is adding to its sponsorship of Team Canada.
Spotted! CIBC opens an art exhibit at Pearson’s baggage claim
The bank is using the possibilities of travel to deliver on what has become a key brand value.
Sportsnet reveals broadcast deals, brand partners for Stanley Cup Playoffs
Bet365, Boston Pizza, Subway and GMC all have custom integrations set to debut during the first round.
Big brands join together to sponsor new women’s hockey program
Bauer Hockey, Canadian Tire, FanDuel and Harvey’s will provide grants to develop programs increasing girls participation in the sport.
