Canada

Multiple Sports
Sponsorship & Marketing

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…
Ice Hockey

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.
Olympic Games
Sponsorship & Marketing

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.
Football

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 $216.5m on an annual basis.
Ice Hockey
Sponsorship & Marketing

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…
Ice Hockey

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’.
Ice Hockey
Sponsorship & Marketing

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…
Football
Licensing & Merchandising

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…
Ice Hockey
Sponsorship & Marketing

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
Ice Hockey
Fan Engagement

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.
Ice Hockey

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

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
Ice Hockey
Sponsorship & Marketing

The National Hockey League's Montreal Canadiens have struck a sponsorship deal with Hong Kong-based cryptocurrency exchange Crypto.com. Crypto
Basketball

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

Tennis Canada has expanded its association with National Bank to include title sponsorship of its flagship tennis tournament
Triathlon
Events

Four leading triathletes, including reigning Olympic champion Alistair Brownlee, are to take part in a historic attempt to beat the record times for men’s and women’s iron distance triathlon in an eve…
Ice Hockey
Sponsorship & Marketing

Canadian food delivery service SkipTheDishes has announced a multiyear Canadian partnership with the National Hockey League, in which the company has been designated the official food delivery app of the…