CTV signs Amazing Race sponsors
By Rob Bale
CTV has signed a series of sponsorship agreements for the upcoming 10th season of competition television program The Amazing Race Canada. Returning sponsors include Chevrolet, Expedia, Desjardins Group and Paramount Pictures, while new sponsors include Nestle brand Boost and charitable organization Kids Help Phone. The new season will begin on July 2.
Most of the sponsorships will consist of in-show integrations and social media content. The grand prize will include two 2024 Chevrolet Equinox EV RS vehicles, as well as a trip for two around the world from Expedia. Consumers will also be able to enter an online contest called “The Chevrolet Race,” the winner of which will also receive an Equinox. Expedia will also provide a trip to a destination of their choice for the winner of each leg of the race. Desjardins will sponsor an in-show element called “The Assist by Desjardins.” Paramount will use its sponsorship to promote upcoming film Transformers One. Nutritional beverage Boost will run a social media contest called “Give a Little Boost.” Kids Help Phone will sponsor an in-show challenge segment.
“As we celebrate a milestone season of The Amazing Race Canada with viewers across the country, we continue to provide premium partnership opportunities for our returning and new partners,” said Perry MacDonald, vice-president of advertising sales and partnerships at parent company Bell Media. “Through seamless in-show integrations and activations, auxiliary content opportunities driving brand exposure and exciting viewer contesting opportunities, season 10 of summer’s mega-hit series promises another amazing adventure for advertisers and viewers alike.”