Canada

In 2020, Hyundai Canada introduced a fresh strand in its ongoing ‘Made for Those Who Drive Hockey’ platform when it teamed up with special needs ice hockey club Ottawa Bandits to connect with Canadian families on a more emotional level.

The National Hockey League will allow teams to sell advertising space on both their helmets and jerseys to sports betting companies from the 2022-23 season, it has emerged.

The National Hockey League will add jersey sponsorship patches from the 2022-23 season following a vote to approve the initiative by the league's board of governors, according to multiple reports

When the Tokyo Olympics were postponed in March 2020, COC retail and apparel partner Hudson’s Bay Company pivoted its 2020 Olympic Collection activation into an integrated ‘Canada Day Games’ campaign.

The British Columbia Lottery Corporation (BCLC) has secured a multiyear partnership with data and technology company Genius Sports to support its sportsbook operations as Canada legalizes single-event…

In May 2020, Canadian broadcasters Sportsnet and TVA Sports aired ‘Hockey 24’, a branded documentary by Canadian bank and ice hockey sponsor Scotiabank that continued the trend toward brand-funded features.

AFA Sports has been named as the official apparel provider for the Nigerian team at the upcoming Olympics in Tokyo, becoming the first indigenous African apparel brand to feature at the Games

Leveraging the team’s 2019 new jersey launch, BMO – primary sponsor of the MLS club then known as Montreal Impact – exchanged fans’ old jerseys for new ones and transformed the second-hand ones into nets for youth soccer programs in Quebec.

After a disrupted 2020 season, Major League Soccer stands mid-way through the 2021 campaign, its 25th year, with a sponsorship portfolio comprised of 20 brands and worth between $182m (€150m) and $216.5

The National Hockey League has made helmet sponsorships a permanent commercial fixture after introducing the move as a trial during the 2020-21 season to help teams recoup lost revenues during the Covid-19…

Running through the 2019-20 NHL hockey season, Budweiser promoted its new status as the official NHL beer in Canada through a campaign to recruit a passionate fan as its ‘Chief Hockey Officer’.

The National Hockey League's Winnipeg Jets will now play at Canada Life Centre following a naming-rights deal between parent company True North Sports & Entertainment and Winnipeg-based life insurance…

Canada Soccer has unveiled a long-term, multichannel retail partnership with global sports merchandising company Fanatics, which will significantly enhance the shopping experience for fans and provide…

Leading United States-based gaming operator BetMGM has brought in National Hockey League legend Wayne Gretzky as a brand ambassador to help the company grow domestically and potentially into Canada

US automobile insurance company Olive and Russian gaming operator Liga Stavok have been brought in as new sponsors of the National Hockey League's 2021 Stanley Cup Playoffs Bracket Challenge.

NHL sponsorship revenues continued their upward trajectory in the 2020-21 season, despite the effects of Covid-19 on the league’s event programme.

Canadian food delivery network SkipTheDishes became the first food delivery brand to sponsor the NHL earlier this year, in a Canada-only deal. The Canadian subsidiary of the Just East Takeaway