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Sponsorship roundup

Kia Canada has signed an agreement with Radio-Canada to sponsor the second season of police drama series 19-2. As part of the agreement, Kia will supply the series with vehicles, including the Optima sedan, the Sorento, Soul and Sportage SUVs, and the Rio compact. "For over twenty years, brand sponsorship has contributed greatly to the production of our most ambitious and popular drama series," said Jean Mongeau, general manager of the revenue group at Radio-Canada. "However, this kind of subtle advertising must be coherent with the nature of the series in the respect of viewers and artists alike. This is precisely what is accomplished in this partnership, as Kia vehicles are perfectly suited to our fast paced police drama series."

Labatt Breweries of Canada has signed a multi-year sponsorship agreement with CBC/Radio-Canada by which the company's Budweiser brand will sponsor the Coach's Corner segment of the program Hockey Night in Canada. The deal includes Budweiser advertising and content during each Coach's Corner segment. "Coach's Corner is a central part of the hockey experience for Canadian fans and Budweiser is proud to support every check, shot, hit and goal analyzed by Ron and Don," said Jorn Socquet, vice-president of marketing at Labatt. "Beginning January 19, fans can expect innovative Budweiser advertising on Coach's Corner. We'll be getting fans involved along the ways so stay tuned." Budweiser is also the presenting sponsor for the Hockey Night in Canada Second Screen experience, the Out of Town Scores and the Goal Tonight segment.

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