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Shaw Media signs Home to Win sponsors

Shaw Media of Toronto has signed a series of sponsorship agreements in support of a new reality series called Home to Win on HGTV Canada. The show will debut on April 24. Its sponsors include furniture retailer Leon's, automaker Toyota and paint brand Benjamin Moore. The agreements include in-show integrations, on-air promotion, online content and special appearances by HGTV personalities Mike Holmes, Bryan Baeumler, Scott McGillivray and Sarah Richardson. The agreements also include the show's online presence at

"Home to Win's unparalleled cast and complete home overhaul offers sponsors tremendous opportunities to showcase their brands and products while leveraging our renowned HGTV Canada talent," said Barb McKergow, head of marketing ventures at Shaw Media. "Whether on-air, online or in-store, Home to Win engages Canadians on multiple platforms and provides a vast array of options for brands to reach their audiences."

Leon's will provide furniture, décor items, appliances, television sets and mattresses for the show. Episodes will also feature online and in-store shopping scenes at a Leon's location, as well as six on-air ads directing viewers to a series of online videos. Other activities will include in-store appearances, marketing materials in flyers and a contest component.

Toyota will provide Venza, Sienna, Rav4 Hybrid, Tundra and Tacoma vehicles for the use of the show's participants and crew. The show's website will feature branded photo galleries and custom content.

Benjamin Moore will provide paint for the show. A visit to one of the company's retail locations will also feature in an episode, as will the brand's website. The sponsorship also includes online photo galleries and content.

Additional sponsors include Lysol, Moen Faucets and Jeld-Wen windows.

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