Sponsorship
Pepsico renews NHL, NHLPA sponsorship
A 12-year partnership continues as the snack-maker stays entrenched in sports.
Quebecor signs with Sherbrooke transit
In addition to taking on new inventory, the OOH operator will sponsor transit system improvements.
RBC enters into three-year Corus partnership
The financial institution has positioned itself with the stars of Bryan Inc. in order to appeal to a broad audience.
Up Cannabis readies a music sponsorship strategy
The Feldman Agency bolsters the brand’s music scene credibility under new marketing SVP Jean Richer.
Sport Clips waggles with the CFL
The league’s podcast has a new presenting sponsor looking to leverage athletes at the local level.
Your Morning gets gamified
Bell Media’s morning show partners with Play The Future to tap mobile audiences.
Disney named lead sponsor for The Launch
Laird White of Bell Media says the “global juggernaut” of Disney will help deliver the format to international audiences.
Adidas pairs with P.K. Subban
The popular Toronto-born defenceman is no stranger to big brand deals.
Air Canada returns as a Canadian Olympic sponsor
Expect a new athlete-led campaign in January as the airline continues its 30-year involvement with Canada’s Olympic teams.
Under Armour heads to PyeongChang as COC sponsor
The brand’s first national Games sponsorship
Google aligns with sports to market its digital assistant
Marketing head Fabricio Dolan admits sports sponsorship isn’t normally something Google would invest in, but it got personal with the Raptors.
Telus renews Hockey Canada sponsorship
The telco will continue to hold title sponsorship of the Canadian National Midget Championship, along with integration into the World Junior Championship.
Cue Digital Media invests in moving beyond ads
Christopher Walton’s hiring signals a stronger commitment to “solutions, not just media” at the agency.
Google questions status quo with Vice
A new content series focuses on successful female entrepreneurs to promote the new Pixel 2 phone.
Oikos targets men with NHL sponsorship
The three-year partnership will see the DanoneWave brand promoted as a snack to new consumers, including active men.
- 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
