Sponsorship
Frito-Lay becomes a World Cup sponsor
The company will activate across it snack and Quaker brands during this fall’s tournament in Qatar.
Caterpillar signs global sponsorship with NHL
The partnership will be focused on Cat’s manufacturers, dealers and operators during big league events.
Balzac’s Coffee signs on to sponsor National Ballet
The premium roaster will collaboratively market to the ballet’s audience, both digitally and on-site.
PepsiCo renews sponsorship with NHL and NHLPA
The company will continue to have exclusivity across four categories in an extension that takes the partnership past the 20-year mark.
Beyond Meat signs first mass sponsorship with Live Nation
The meat alternative brand will have sampling and signage at the company’s flagship Toronto concert venues.
TheScore Bet takes its golf sponsorship to a higher level
A viewing lounge 100 feet above the course is one way the brand is activating at next week’s RBC Canadian Open.
Industry is big on sports sponsorships, but it’s not all rosy
Data from SponsorPulse shows that while there is a lot of opportunity, issues around transparency, measurement and clutter remain.
Caterpillar signs sponsorship with MLS
The heavy machinery brand is looking to connect with the league’s young, diverse audience.
Hyundai named official automotive partner of the NHL in Canada
The automaker plans to use the league’s bigger stage and promotional tools to enhance its community-focused hockey strategy.
RBC adds global and local sponsorship to women’s golf portfolio
The bank is sponsoring Women’s Golf Day and presenting the movement’s first event in Toronto.
TD among several brands that have elevated their Junos sponsorship
Audio-Technica, Audible and the Indigenous Tourism Association have also signed on as new sponsors.
Boston Pizza signs on as Just For Laughs sponsor
The restaurant chain will be activating across the company’s Canadian comedy festivals and tour stops.
Bulgari signs major sponsorship deal with TIFF
The three-year deal comes as the high-end jeweler looks to expand its Canadian presence.
Sobeys takes on naming rights to Tennis Canada’s flagship stadium
Joining Stade IGA in Montreal, the partnership gives Empire an even greater presence within the sport’s biggest Canadian tournament.
Sun Life extends sponsorship with Toronto Raptors
The financial company will use the new deal to reinforce a positioning focused on health and well-being.
