No Frills sponsors Cricket Canada
By Rob Bale
Loblaw Companies has signed a sponsorship agreement with Cricket Canada. The company’s No Frills and Maxi grocery store chains will now be the official grocery sponsors of Cricket Canada. The chains will sponsor a number of international cricket matches organized by the group in Canada, including a series called the No Frills T20 Cup later this month. The sponsorship will include in-store activities as well as promotion at events and games. The sponsorship was negotiated in collaboration with Boundaries North and Rock Paper Scissors Media.
“As Canada's fastest-growing sport, cricket has captured the hearts of many and brings communities together through the power of teamwork, passion and a shared love for the game,” said Melanie Singh, president of hard discount stores at Loblaw Companies. “We look forward to working closely with Cricket Canada to bring customers and fans closer to the sport they love and ensuring our contributions make a meaningful and lasting impact.”