Cell phone provider Virgin Mobile Canada has signed-on as a sponsor of the 2010 North by Northeast music festival, which will take place in Toronto from June 14 to 20. As part of its sponsorship, the company will host a free concert by Iggy & The Stooges at Yonge-Dundas Square on June 19. In addition, Virgin Mobile will offer a number of special deals relating to the festival to its customers. "It's a perfect partnership," said Nathan Rosenberg, chief marketing officer at Virgin Mobile Canada. "Virgin's roots are in music and NXNE has an amazing festival history and is known for shining the light on up-and-coming artists. The only thing our members love more than NXNE is Iggy Pop. Really, we're just doing this selfishly for our members so we can all see him live."
General Motors, Garnier, Rogers and PepsiCo have signed-on as sponsors of the 2010 Juno Awards broadcast on CTV on April 18. This will be the ninth year GM has sponsored the broadcast. This year it will do so to promote its Chevrolet brand. Rogers is returning for a third year to promote its Rogers Wireless service. Garnier, back for a second year, is presenting the "Shine Like a Star" contest, the winner of which will receive a trip for four to the broadcast in St. John's. Pepsi will once again sponsor the Juno Fan Choice Award and conduct a contest called "Step Into the Limelight."