Sponsorship
Little Caesars clinches a sponsorship spot with the NHL
The pizza brand, which has a storied hockey history, decided to take a “media-first” approach to the sponsorship given next season’s uncertainty.
Will sponsors become more engaged in the debate over team names?
Belairdirect said it will end its relationship with Edmonton’s CFL team if it does not make concrete steps toward changing its name.
Vancouver Titans renew Circle K sponsorship, partners with Jack Links
Besides future plans for more fan-focused activations, Circle K is sponsoring a social video series to help fans get to know the players better.
How brands can plan with no fans in the stands
Diamond Marketing Group’s Mike Smith on how brands have to approach negotiations in the new normal.
Desire to attend events growing among Canadians
Plus, how do sports fans feel about rooting for the home team when there’s no one in the stands?
Event properties moving online, but sponsors still navigating that realm
A new study shows that advertisers are still hesitant about virtual events and e-sports.
How Egg Farmers of Ontario adjusted its media strategy in lockdown
Sponsorship is normally a big part of the Egg Farmers’ strategy, but it’s still activating where possible.
Kruger uses “Rolling it Forward” message to expand on NHL partnership
The CPG giant didn’t initially have a paid media campaign for its NHL sponsorship this year, but now it’s seized the opportunity.
Inside TD’s homebound sponsorship play
Big in-person events are out. Here’s how TD’s evaluating sponsorships going forward.
How can networks cope with no new content?
Broadcast heads discuss how they’re mapping out their schedules during lockdown, and what discussions look like with the CMF and CRTC.
With big events out, where does that leave sponsorship strategies?
From Pride, festivals and sports, there’s suddenly less on the table for activation. Two sponsorship experts share why they see the glass as half-full.
What Budweiser is doing with its sports sponsorship spend
The brewer is trading sticks and pucks for emergency supplies, mental health care and more.
First Choice Haircutters ups its sponsorship spend with Big Brother Canada
In what the brand describes as its largest integration effort to date, it will have a physical presence in the reality show house while also sponsoring closed-captioning and 30-second broadcast spots.
Captain Morgan kicks off new Canadian soccer sponsorship
The brand has expanded its MLS partnership to Canada in an effort to tap into buzz around the growing game.
Inside 1-800-GOT-JUNK’s latest TV integration
The homegrown Canadian brand attached itself to the revival season of Extreme Makeover: Home Edition to extend its feel-good brand image.
- Is GroupM being dismantled? Reports point to rebrand and restructuring
- Some GroupM Canada senior executives have left the agency
- Media leaders concerned ad spend not going to Canadian media
- Upfronts 2025: Fox announces significant investment in sports
- MiQ becomes CFL’s first programmatic media partner
