Sponsorship

Mastercard partners with Curiouscast for cybercrime podcasts
This is the first time the credit card company has done this kind of brand integration in Canada.

The CHL has a favourite frozen pizza
As part of the partnership, Dr. Oetker will send a minor league hockey team to practice with Hockey Hall of Famer Jarome Iginla.

Quaker brings the Breakfast Bar reno to hockey’s birthplace
A segment showing the transformation of Deline’s arena kitchen is airing on the season opener of Hockey Night in Canada.

Polysleep is releasing a new season of its Wake up Call podcast
To reach a broader audience, the mattress brand is launching a second podcast next month about the cost of success.

Netflix pulls sponsorship of Canadian arts programs
The withdrawal comes in response to the Online Streaming Act.

Molson Coors inks deal with Canucks Sports and Entertainment
The partnership includes Rogers Arena, Abbotsford Centre and CSE’s roster of hockey teams.

Bell sells stake in MLSE to Rogers
The $4.7 billion deal will give Rogers 75% ownership of the sports conglomerate.

Toronto Maple Leafs and Calgary Flames ink new sponsorship deals
As the pre-season is set to begin, Oreo and Advanced Orthomolecular Research partner with the hockey teams.

Captain Morgan hosts interactive ‘Huddles’ for NFL fans
The activation consists of a series of game-viewing parties at local partner restaurants.

In a TIFF: How Peroni brought the taste of Italy to fans
During last week’s festival, the brand opened a Mediterranean-inspired space with samples of three of its beers.

Lay’s named global sponsor of the FIFA World Cups
The deal extends Frito-Lay’s role as a tournament sponsor for the 2023 Women’s World Cup.

The Curling Group signs with Manifesto
The sports and entertainment agency will manage sponsorship opportunities for the Grand Slam of Curling.