Sponsorship

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The Bay hits the court with the Toronto Raptors

The retailer has a wealth of in-arena activations planned for the upcoming NBA season.

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RBC keeps up its presence at TIFF

The bank’s 14th year as a sponsor includes once again running a drive-in theatre and integrations with its music program.

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Kabo Fresh Dog Food partners with BuzzFeed for content campaign

The month-long brand awareness campaign is designed to reach seven million dog parents across the country.

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Alouettes sign Groupe Park Avenue as a sponsor

The dealership network’s first professional sports partnership will kick off with a season ticket campaign.

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Staples signs on with the Toronto Raptors

The sponsorship will also include a speaker series tied to the retailer’s community-building efforts.

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NHL approves the addition of on-jersey ads

The chance to create “moving rink boards” will be an attractive new opportunity for existing sponsors, experts believe.

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New sponsors push OverActive revenue up by 41.6%

Deals with Bud Light, Kraft Heinz and Red Bull are helping the esports company earn more than tournament prize money.

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Polar Ice becomes official Canadian vodka of the Toronto Blue Jays

The vodka brand is focusing on retail and Rogers Centre activations to start the partnership, though more above-the-line activities are part of future plans.

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Bell Media develops social opps for back-to-school and holiday shopping

It’s looking to leverage Twitter Spaces as a way to mention products through live audio conversations with its show hosts.

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SkipTheDishes signs Olympic sponsorship

The multi-year deal will initially be activated with a focus on keeping Team Canada’s loved ones connected during the Games.

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Indochino partners with NBC Olympics for Tokyo 2020

The Canadian fashion retailer is tapping into the hopeful 200 million viewers, spanning 17 nights of Olympic coverage on NBC.

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Kraft Heinz’s Crave and Bud Light join the Toronto Ultra

The brands join a growing list of Overactive Media sponsors looking to tap into esports.

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Canadian Tire renews partnership with COC for eight years

The uniquely long-term partnership also reflects sustained engagement the COC has seen from partners for the game.

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How CBC has changed its partner offering for a very different Olympics

The broadcaster is focusing on customized opportunities and adjacencies that can be better tailored to a brand’s specific goals.

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ICYMI: TD adds Toronto Ultra to its roster

Plus, Quantcast hires a chief privacy officer, Lactalis partners with fintech mobile wallet platform WhatRock and the NFL and Twitter expand their partnership.