SEARS CANADA SPONSORS LEAFS AND RAPTORS
By Adnews Staff
Sears Canada of Toronto has announced a new four-year deal with the Toronto Maple Leafs and an extension of its existing sponsorship of the Toronto Raptors for another four years. Sponsorship of the Leafs will include rink board signs, selected promotional rights, bowl dominant signage and print ads. Plans are also being developed for a number of in-store promotions for select Sears stores across Canada, Internet advertising, radio and television commercials. As for the Raptors, Sears will continue to receive courtside signage and extensive broadcast advertising during regular season games. Additionally, selected on-court programs will be leveraged to support Sears' focus on "Young Futures." Promotions will begin with the opening of the Air Canada Centre in Toronto on Feb. 20, when the Leafs play the Montreal Canadiens. The following day the Raptors play against the Vancouver Grizzlies. Print advertising for Sears is done in-house. Radio and television commercials are done by Young & Rubicam of Toronto.