Canada
NHL divisions for 2020-21 season will have title sponsors
The National Hockey League has continued to innovate to maintain revenue streams in the wake of the Covid-19 pandemic by announcing that its four divisions for the 2020-21 season will have their own title…
NHL teams continue to add helmet sponsorships
A series of further National Hockey League teams have announced helmet sponsorships ahead of the 2020-21 season, which is scheduled to kick off on January 13
Formula E signs TVA Sports rights deal, Extreme E kits out with Moncler
Pay-television broadcaster TVA Sports has agreed a three-year deal to become the exclusive French-language broadcaster of Formula E in Canada
BioSteel brings in Toronto Raptors as latest NBA partner
The National Basketball Association’s Toronto Raptors have signed a multiyear partnership with sports nutrition company BioSteel, which has been designated the official sports drink of the team.
NHL considers putting sponsorship logos on helmets
The National Hockey League is reportedly considering putting sponsorship logos on players' helmets as a means to secure additional revenues
NHL Reverse Retro jersey collection proves immediate commercial success
The National Hockey League's new Reverse Retro jersey collection, which has been created in partnership with league partner adidas, has proven an immediate commercial success across a series of metrics
NHL creates leaguewide alternate jersey program
Reverse Retro program seeks to tap into strong fan affinity for throwback designs
Electronic Arts signs multiyear licensing renewal with NHL, UFC
Video game developer Electronic Arts has announced a multiyear renewal of its long-standing licensing agreement with the National Hockey League and NHL Players’ Association.
#Hockeyville 2020 (Canada) – Kraft & the NHL/NHLPA
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.
#Canucks50 Mobile Scavenger Hunt – Tim Hortons & the Vancouver Canucks
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.
Cream Boston – Tim Hortons & the Toronto Maple Leafs
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.
Hockey Tape (Shot on iPhone) – Apple & the NHL
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.
DAZN Canada brings advertising sales in-house
DAZN Media North America, the sales and advertising division of the subscription sports streaming service, has brought all media sales operations in-house in Canada
Fanatiz strikes multi-faceted partnership with LaLiga North America
LaLiga North America has signed a multi-faceted sponsorship and content partnership with sports streaming platform Fanatiz
NHL strikes multiyear Canadian partnership with KitKat
The National Hockey League has struck a multiyear partnership with food and beverage company Nestlé Canada, which names KitKat the official chocolate of the league in Canada.
Edmonton CFL team officially drops Eskimos nickname
The Edmonton-based Canadian Football League team will officially no longer be called the Eskimos following a review of the moniker, the franchise has confirmed
Fraser Valley Bandits sign PerfectLens as presenting sponsor in CEBL
Canadian Elite Basketball League (CEBL) team the Fraser Valley Bandits, has signed up online contact lens supplier PerfectLens to its sponsorship portfolio
DAZN unveils multi-faceted partnership with AutoTrader.ca in Canada
DAZN Group, the global sports subscription service and media company, has signed an exclusive partnership in Canada with automotive online marketplace AutoTrader.ca surrounding its Premier League coverage.