Canada

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

The Covid-19-enforced interregnum in the 2019-20 NBA season created an opportunity assuredly exploited by the league’s commercial team.

Kraft’s Hockeyville is an annual search for the most passionate hockey community, with the winners hosting an NHL pre-season game and getting $150,000 in local rink upgrades.

To celebrate the start of the Vancouver Canucks’ 50th season in 2019-20, the team linked up with coffee and donut chain Tim Hortons as presenting partner of a pre-season scavenger hunt.

As the Toronto Maple Leafs took on the Bruins in the 2019 Stanley Cup playoffs, Tim Horton’s launched a local OOH, in-store and social campaign that reversed the name of the brand’s famous Boston Cream donut.

Late July 2020 saw NHL partner Apple mark the return of hockey after its pandemic shutdown with a campaign called ‘Hockey Tape’, part of its ongoing ‘Shot On iPhone’ marketing platform.

To leverage its endorsement of Kawhi Leonard during the Toronta Raptor’s journey to the 2019 NBA Finals, league footwear sponsor New Balance ran a digital outdoor campaign in Toronto and San

Launched to drive awareness of Canadian coffee chain Tim Horton’s enhanced partnership with Hockey Canada, the campaign linked the brand to Canadian legend Wayne Gretzky.

At the start of the 2018-19 NHL season, employee at Edmonton-based auto service/retailer Fountain Tire painted themselves in Oilers blue-and-orange and used the images to let fans create cheers for social sharing.

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

Central and venue naming rights deals in Major League Baseball.

In the latest interactive data report SportBusiness Sponsorship analyses the sponsorship landscape in Major League Soccer (MLS)

The Canadian coffee giant teamed up with the NHL, Hockey Canada and athlete ambassadors Sidney Crosby and Nathan MacKinnon to give the Kenya Ice Lions the experience of a lifetime.

Central and club shirt deals in Major League Soccer.

Canadian brand Gateway Casinos & Entertainment has signed as the first Official National Land-Based Casino Partner of the NFL in Canada

Canadian telecommunications brand Bell Canada has signed a wide-ranging sponsorship and investment partnership with global esports organisation OverActive Media (OAM)

The Canadian Olympic Committee has agreed a six-year partnership with Pillitteri Estates Winery