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Sponsorship roundup

Citytv of Toronto has signed a number of sponsors for a new reality program called The Bachelor Canada, which will debut in the fall. The are include Colgate-Palmolive Canada, Coty, Energizer Canada and Kraft Canada. Each of these four companies will be the exclusive sponsor of their category. The multi-platform agreements include television, print and digital exposure. Activation elements will include in-show content, brand selling opportunities, co-branded promotions, on-site events, in-store activities and online materials. Colgate-Palmolive will promotes its Colgate Optic White toothpaste and Softsoap bodywash brands. Coty will promote its Rimmel London cosmetics and Sally Hansen nail care lines. Kraft will promote Dentyne gum, Triscuit crackers, Thinsations cookies and its Tassimo brand. Energizer will promotes its Schick Hydro Silk razor line. "The partnerships forged between Rogers Media and these best-in-class corporations create a solid framework upon which the inaugural season of The Bachelor Canada can be successfully launched," said Dale Hooper, senior vice-president of sales and marketing at Rogers Media. "We're thrilled to leverage their industry expertise to create brand experiences that are relevant to both our viewers and the integrity of the renowned Bachelor franchise."

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