Sponsorship roundup
By Adnews Staff
Toronto-based NASCAR Canada has formed multi-year sponsorship agreements with Procter & Gamble and CGC. Procter & Gamble will have three years of category exclusivity for deodorant, anti-perspirant, soap, cologne and body wash products for its Old Spice brand. CGC's four-year deal will make the company the official and exclusive building products supplier of NASCAR in Canada. Both companies will use their affiliation with the car racing series in their marketing activities, including a media campaign constructed around race broadcasts. Procter & Gamble will also use NASCAR imagery on some Old Spice packaging and point-of-sale materials, including a limited edition deodorant featuring driver Tony Stewart. "There is a very strong overlap between the Old Spice consumer base and the NASCAR Canadian fan base, which has paved the way for some exciting co-marketing activities that we will bring to market this year," said Fiona Stevenson, Procter & Gamble's category brand manager for personal cleansing, anti-perspirant and deodorant products in Canada. "NASCAR fans fit our demographic and customer profile very well and we view this as a great opportunity to build our brands and create awareness," said Pat Lisson, director of marketing for Canada at CGC. Both companies have existing sponsorship agreements with NASCAR in the U.S.
Starbucks Coffee Canada has signed on as the presenting sponsor of an ABC Canada Literacy Foundation program called Gift of Words. The program is a national fundraising initiative that provides resources to libraries, schools and literacy organizations to expand their book collections and encourage young people to read together. "We are delighted that Starbucks is on board," said Christine Featherstone, president of ABC Canada. "Their commitment will provide much-needed books and contribute greatly to the goal of increasing literacy skills in neighbourhoods across the country."