Sponsorship
MKTG dives into sponsor receptiveness
For brands, getting noticed by e-sports fans versus baseball fans is a whole different game.
Moosehead named official brew of the CPL
The East Coast brewery will use the deal to capitalize in western markets.
NHL announces record number of Canadian partner Playoff activations
New partners this year include Esso and Kruger.
Uber Eats expands on its basketball strategy
A new partnership with TSN will see the meal delivery app capitalize on the country’s growing appetite for basketball.
TSN’s OverDrive signs The Source as lead sponsor
The deal will see The Source expand on its previous segment sponsorship.
Chris Lang becomes a sponsorship hall-of-famer
The Lang Marketing Group founder says there’s still room to think outside the box, know consumers better and take risks.
MKTG picks its new president and CEO
Sports and marketing veteran Michael Beckerman will take the skills he’s honed at Nike, BMO and more into the agency world.
NBA hits a viewer and sponsorship high in Canada
New Canada-specific deals include Bell, Molson-Coors and OLG.
TD signs with the Jays for five more years
The brand will see increased visibility and more event sponsorships.
Toys “R” Us up to bat as new Blue Jays sponsor
The retailer is aiming for a home run with kids and families by having a big-league presence at regular games for the next three seasons.
Horizon, Cossette lead sponsorships for Adult Swim Canada
A major QSR and free-to-play gaming website will imitate Adult Swim’s signature between-show bumps.
Did CBC’s social-heavy Junos strategy pay off?
CBC and CARAS took an integrated, cross-platform approach to the annual awards show, netting a high of 1.3 million viewers and some social-media wins.
Fisherman’s Friend extends its sports strategy
The brand first noticed Toronto Raptors head coach Nick Nurse’s affinity for its product on-camera.
Corby expands on TTC relationship for St. Paddy’s
Jameson will now partner with adjacent bars along the route to promote safe rides – and the spirit itself.
Adidas inks multi-year deal with Kadri
It’s the first major apparel sponsorship deal for the Southern Ontario native.
- Is GroupM being dismantled? Reports point to rebrand and restructuring
- Some GroupM Canada senior executives have left the agency
- Havas Media Canada makes three senior leadership appointments
- Media leaders concerned ad spend not going to Canadian media
- Upfronts 2025: Fox announces significant investment in sports
