Sponsorship
The Nice List: Media
From unexpected sponsorships to ambitious shifts in media spend, here’s what impressed us the most this year.
Matthew Logue on sponsorship game-changers
MKTG’s president shares his thoughts on sponsorship in Canada for MiC’s Industry Wish List.
Google ups its sports presence with NBA partnership
After partnering with the Raptors last year, Google has taken a deeper dive into sports.
Golf Town, Pelmorex partnership digs into data
The partnership aims to increase Golf Town’s customer-base and ROI through the use of data on a traditional medium – flyers.
Bell Media goes multiplatform with renewed UFC deal
The partnership will see content move beyond linear TV to social and OTT.
Corby renews TTC New Year’s Eve sponsorship
This is the sixth year that the alcohol brand has partnered with the TTC to provide free rides on the last night of the year.
Muskoka Brewery taps a new crowd with Mirvish deal
The microbrewery is using the partnership as a chance to dominate a space beer is not typically associated with.
Mastercard, Cirque dive into new deal
The multi-year partnership is an extension of Mastercard’s “Priceless” platform.
Who’s activating at the Grey Cup?
Shaw, Nissan, and Mark’s are partners for this weekend’s football match.
Grey Cup boosts fan interaction with game-day app
MySeat Media will keep fans updated on event info while serving as an extension of the Grey Cup’s advertising.
Lise Watier, Quebecor launch multi-platform campaign
The campaign celebrates Lise Watier’s new spokesperson, Sarah-Jeanne Labrosse, and includes promotion from TVA publication Clin d’œil and Jean Coutu pharmacies.
New partnership aims to target based on TV habits
Advertisers will be able to digitally target people based on their viewing habits.
CF signs Starbucks as first tree-lighting sponsor
The QSR will promote the celebration with a co-branded campaign, its first with new agency Spark Foundry.
Sobeys becomes official sponsor for MLSE teams
The grocery retailer is trying to generate new content around game day menus inspired by athletes and promote its brand in the arena.
Pattison Outdoor drives into Saskatoon
The new partnership includes over 100 transit vehicles and 38 transit shelters.
- 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
