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Sponsorship roundup

Sandwich chain Subway is conducting an eight-week sponsorship of TVA television program Sucré, Salé. The deal includes promotions at four Quebec Subway locations that will include sampling, street performances, promotional workers and other activities. The promotional activities were handled by experiential marketing agency Velocity. Planning, public relations and social media activities for the company's national Commit to Fit initiative are handled by Veritas Communications. Planning and PR in Quebec are conducted by Morin Public Relations.

Yokohama Tire Canada has signed a sponsorship agreement with Canadian Football League team the Edmonton Eskimos. The agreement included the unfurling of a large Canadian flag on the field before the team's home game on June 30. The Yokohama presence at the game also included gate signage advertising and program advertising, while the 150 participants in the flag event wore Yokohama apparel. "Strong brands tend to attract strong brands as partners, so the Edmonton Eskimos and Yokohama are a logical fit," said James de Chavez, marketing manager at Yokohama Canada. "The Esks have a huge following, not only here in Edmonton but across the country. Yokohama has a loyal customer and dealer base everywhere. We look good together."

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