Marketing & Sponsorship

Active Players

April 4 marks the one-year anniversary of legal single-event sports wagering in Ontario. AUBREY LEVY, senior vice-president, content and marketing, theScore Bet, chats about iGaming apps, user acquisition and how marketing activations are only just getting started.

All Team Canada Header

Captive Audience

How the Canadian Olympic Committee engaged fans with its We Are All Team Canada campaign By Wendy Helfenbaum When the 2020 Tokyo Olympic Games…

More Meaningful Sponsorships

By Bonnie Schiedel Sport organizations and corporations have a long history when it comes to sponsorship—the corporation gives the funds, goods or services, and…

DRIVING DONATIONS

DRIVING DONATIONS Honda’s Junior Red Riders program teaches children aged six to 12 how to safely ride. A private lesson is also provided to…

Naming Rights

Why are naming rights an attractive opportunity for corporate sponsors? I think companies have individual motives for purchasing naming rights, but there are usually…

Instant Icon: U Sports

Last fall, the 110-year-old Canadian Interuniversity Sport/Sport interuniversitaire canadien (CIS SIC) gave its image a makeover, with a new name, logo and online presence. Now known…

We The North

The Toronto Raptors’ We The North campaign is a feel-good phenomenon that managed to capture hearts, imaginations and wallets. And by happy accident, it had a…

Virtual meet-and-greet

Virtual meet-and-greet Among the dozens of activations showcased during Tennis Canada’s Rogers Cup, held in Toronto this past summer, was the Meet a Player…

Fuelling Women Champions

A new, multi-year program spearheaded by Dairy Farmers of Canada aims to get more women and girls involved in sports. That includes making women’s…

Anatomy of a redesign

Spring 2015 Major League Soccer (MLS) has achieved several milestones over the past two years­­, including the introduction of new teams and the opening…

Instant Icon: Meet Big Joe

Instant Icon: Meet Big Joe

He’s the larger-than-life mascot of the Ottawa Redblacks, inspired by a 19th century French Canadian folk hero. Jeff Hunt, president, Ottawa Sports and Entertainment…