Sponsorship
Desjardins, Canadian Tire join Dragons’ Den sponsor roster
Desjardins will use the integration to promote its new GoodSpark platform, while Canadian Tire will position itself as an innovator.
Why Lang Marketing took on a new moniker
Agency president Chris Lang on how client demands are shaping the agency’s purpose.
OK Tire signs exclusive deal with Hockey Canada
The four-year partnership builds on the auto retailer brand’s efforts to support local hockey across the country beyond sponsorships.
Hometown Hockey signs Hyundai
As co-presenting sponsor, Hyundai will use onsite activations to increase the buzz around its newer SUV models.
RBC extends TIFF content program
The Share Her Journey initiative, which started as a fundraising program, is now a full-fledged video content initiative.
Spotted! What’s sweet, sleek and unique at TIFF?
From sparkling beverages to sweaty bike rides, this year’s festival activations offer more of a lean-back experience.
PWHPA signs first sponsors, gets a live stream deal
Budweiser and Unifor are among the first national brands to sign up as Professional Women’s Hockey Players’ Association sponsors.
Advil inks partnership with TSN’s Digital SportsCentre
TSN’s Instagram-only sports news show brings Advil Mini-Gels on as presenting sponsor with broadcast and digital promos, customized feature content.
Twitter adds an in-person element to engage #FilmTwitter
After previously aligning with TIFF in an online capacity, the social network is going all out with experiential and OOH.
Why Visa’s going for a more human touch at TIFF
The payments technology company is going for a more personal experience and is focused on providing users with more lounge time and sweet treats.
Bell adds Crave to its TIFF marketing mix
With the doc Once We Were Brothers premiering, the vertically integrated company is sprinkling the festival with nods to its SVOD.
Bridging the ‘dream gap’ (and the sponsor gap) for women’s hockey
Some 200 of the world’s top female hockey players are embarking on a new mission – and some sponsors are taking notice.
RBC takes the Training Ground to a national level
A partnership with CBC Sports will see even more national content come from the program.
What’s the opportunity for sponsors at Just for Laughs?
A new study shows how fans value the event, as well as sponsors involved – and how it compares to the likes of the Grammys and TIFF.
How could brands make the most of GO sponsorships?
Tony Chapman says there are plenty of opportunities to go beyond static advertising – but could worries about data send the idea off the rails?
- 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
- Havas Media Canada makes three senior leadership appointments
- Upfronts 2025: Fox announces significant investment in sports
