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Sponsorship roundup

Shaw Media has signed a number of sponsors for its upcoming reality television series Big Brother Canada. These include home furnishings retailer The Brick, hotel company Ramada Worldwide and automobile brand Chevrolet. The sponsorships include in-show exposure, on-air branding, in-store materials and online components. The Brick will provide a $25,000 gift card as part of the prize package for the winner of the show, as well as furniture for the house that appears in the program. Chevrolet will contribute a 2013 Trax sport utility vehicle to the prize package. Both will also conduct online contests tied to the show. Ramada Worldwide will sponsor the program's 24-hour live online feed. "Big Brother Canada's unique format featuring live components, a massive digital platform and the Big Brother Canada house, provides our partners with a monumental amount of brand visibility and exclusive integration opportunities, enabling them to reach consumers in-show, on-air as well as in the digital space," said Errol Da-Re, senior vice-president of sales at Shaw Media. Big Brother Canada will begin on Slice on Feb. 27.

Specialty television channel TSN and auto racing organization NASCAR Canada have re-signed four sponsors for coverage of NASCAR racing in Canada. Returning companies Canadian Tire, Dodge, Pinty's Delicious Foods and Toyota will sponsor the TSN's coverage of the 2013 NASCAR Sprint Cup series, Nationwide series and Canadian Tire series. Canadian Tire will be the official automotive retailer of NASCAR in Canada as well as title sponsor of the NASCAR Canadian Tire series and race venue Canadian Tire Motorsports Park in Clarington, ON. Dodge will be the official vehicle of the Canadian Tire series and sponsor of its Mopar Fast Five driver support program. Pinty's will be the official chicken wing supplier of NASCAR in Canada as well as sponsor of the Wingman of the Race award for best crew chief. Toyota will be the title sponsor of the "Toyota Keys to the Race with Michael Waltrip" segment during Sprint Cup series broadcasts on TSN and TSN2. "Our relationship with these marquee brands is a testament to NASCAR's popularity and significance on the Canadian sports landscape," said Ian Charlton, managing director of NASCAR Canada. "In addition, their involvement with NASCAR Canada enables us to give fans even more opportunities throughout the season to get involved with NASCAR and experience stock car racing like never before." TSN is a division of Bell Media, which is owned by BCE.

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