2018-03-21
Heineken Renews Multi-Year Sponsorship As The Official Beer Of Major League Soccer
With Five-Year Renewal, Heineken Continues to Grow the Beautiful Game in the U.S. with World-Class Experiences and Fan-Favorite BeerHeineken® today announced it has renewed its long-term partnership agreement with Major League Soccer (MLS) as the Official Beer of MLS for an additional five years, further establishing Heineken's standing as a worldwide leader in the sport, and its commitment to growing the beautiful game in North America.  The partnership kicked off in 2014 and has included 40 intense MLS Heineken Rivalry Week matches, more than one million Heineken pints sold at MLS games annually at stadiums nationwide, 11 team sponsorships and counting, countless fan viewing parties, tailgate sponsorships and stadium giveaways and one iconic "Soccer Is Here" campaign with the 2016 Landon Donovan MLS MVP, David Villa, highlighting the game's rich history in the U.S. and the energy and passion surrounding the sport. The renewed agreement will still support the rivalries and competition that the sport brings and continue to give fans an elevated game time experience by bringing them together over their love of a cold beer when watching their sport.To get a sense of key moments Heineken and MLS have brought to fans in their quest to take the sport of soccer to new heights, check out the stats from the first four years of the program:Heineken has sold one million pints at MLS games annually throughout our partnership, per depletion stats.Heineken is the number one beer brand associated with soccer in the United States and is the preferred beer for millennial soccer fans nationwide.In addition to the league-wide partnership, Heineken is a club partner with 11 teams.This marks the 24th year Heineken will be officially sponsoring the beautiful game, as Heineken has been a sponsor of the UEFA Champions League since 1994.Soccer is the #1 sponsorship for the company worldwide, and the sponsorship with MLS is Heineken's most significant in the United States.Heineken is taking this sponsorship to a different level, by opening an in-stadium bar co-designed with LAFC supporters at the team's Banc of California Stadium.Heineken has led more than 2,000 recycling and safe driving efforts at stadiums nationwide as part of its goal to help Brew A Better World through our soccer initiatives."Soccer has been a crucial platform for Heineken across the globe with multiple league, team and championship game sponsorships. In the U.S. our partnership with MLS has helped drive the sport's rapid expansion and growing popularity," said Felix Palau, Senior Vice President of Marketing at Heineken. "Our partners at MLS are some of our most important globally, and we can't wait to continue bringing fans closer to the game they love, with a Heineken in hand.""We are looking forward to continuing our partnership with Heineken," said Jennifer Cramer, VP of Partnership Marketing, MLS. "Heineken has a natural and global connection to the sport of soccer and continues to build deep relationships with fans through celebratory moments and their love of the beautiful game. We are excited to grow the sport of soccer together for many years to come."  HEINEKEN RIVALRY WEEK RETURNSAs part of the renewal, The Official Beer of MLS will continue to present MLS Heineken Rivalry Week. This year, Rivalry Week contains the largest and most action-packed slate of matchups of rivals in league history. The schedule from August 22-26 includes national broadcasts of major rivalry games including NYCFC-New York Red Bulls, LA Galaxy-LAFC, Houston Dynamo-FC Dallas, Orlando City SC-Atlanta United and Portland Timbers-Seattle Sounders FC.Major League Soccer is coming off its most successful season, as the league saw record-breaking attendance and consumption, two new expansion teams debut in major markets, an influx of dynamic talent, and further increases in social and digital engagement in 2017.Currently in its 23rd season, MLS continues to grow at an explosive rate, with more ways to consume content, a new expansion club debuting in Los Angeles (LAFC), new soccer-specific stadiums opening in Los Angeles and Washington D.C., and more stars in the prime of their career making MLS their "League of Choice."...
See the full article
2018-03-20
F1 star Lewis Hamilton is advertiser’s dream with £112million sponsorship on race suit – from Tommy Hilfiger to Monster Energy
The Mercedes star boasts a staggering £112million worth of sponsors on his race gear, according to the Daily Mail.Britain's most successful Formula One driver is endorsed by brands including Monster Energy, Tommy Hilfiger and luxurious watch company IWC Schaffhausen.The F1 season gets underway on Sunday in Melbourne with Hamilton, 33, looking to defend his crown.But it is not just the Brit who will be hoping for success.Petrol giants Petronas will be desperate their man is the first to cross the finish line, with their brand name slapped in the middle of Hamilton's jacket and the logo higher up on his chest.The Malaysian-based company pay a massive £50m for the privilege.Also routing for Lew are mobile technologies company Qualcomm (£7.5m), Union Bank of Switzerland (£7m) and electronics business Epson (£3.5m).IWC Schaffhausen (£1.5m), Finnish trade conglomerate Wihuri (£1.5m) and Tibco Software (£1m) are also in the Brit's corner.That's not to mention the £30m Mercedez-Benz themselves pay for their driver to wear their logo on the right side of his chest.While Merc's funds are boosted through the enormous sums, Hamilton also has a number of personal endorsement deals.Clothing giants Tommy Hilfiger pay him £4m for their logo to be shown on the left of his chest, and drinks company Monster Energy's £1.5m has earned them a spot just underneath his collar.Audio corporation Bose (£2.5m) and sportswear giants Puma (£2m) also add to Hamilton's reported £192m net worth.Hamilton is out of contract at the end of this year but is in talks over a new £120m Merc deal.He is expected to agree terms on the three-year package that will move him in line with Ferrari's Sebastian Vettel, who has been the best-paid driver on the grid for the past two years.Article by Toby Gannon as posted on The Sun UK....
See the full article
2018-03-19
Field Trip festival drops Nestlé sponsorship in response to online activism
The next time someone says social media activism is not effective, point to how online pressure caused local summer music festival Field Trip to drop a controversial partnership with Nestlé and its subsidiary Perrier.Despite another solid lineup, featuring the Yeah Yeah Yeahs, Metric and Alvvays among others, this year’s edition of the June festival – a partnership between Live Nation and Canadian record label Arts & Crafts – faced an initial wave of backlash after music fans saw the Nestlé logo at the bottom of the festival’s updated website.While no formal boycott or petition was organized, many people posted online that they would not be buying tickets until the sponsorship was dropped, and encouraged others to do the same.One of the loudest voices belonged to Toronto’s Erica Shiner who in 2015 launched the petition that led to NXNE cancelling rapper Action Bronson’s Yonge-Dundas Square performance. She’s thrilled that Field Trip and Nestlé have parted ways, a change she firmly believes occurred because of growing online outrage.“I'm grateful to [Field Trip’s] audience and the people of Toronto for showing so much support to the idea of a boycott,” she says.On Tuesday afternoon, the festival posted the following online: “We have heard all of your feedback and concerns as they pertain to Field Trip’s sponsorship agreement with Nestlé. As a result, Nestlé and Perrier will no longer be a partner of Field Trip 2018.”The partnership between Field Trip and the world’s largest food company struck some as illogical.“I understand that mounting a large festival requires the sponsorship of corporations,” says Toronto’s Aron Harris, one of the more vocal opponents of the partnership. “However, for a festival that repeatedly states the importance of community, I don't understand the compromise to partner with arguably the least community-minded corporation that comes to mind.”What doesn’t surprise Harris was the backlash against the partnership. “I think the protest was due to Arts & Crafts and Field Trip being fairly beloved by Toronto. But along with that love also comes a higher set of expectations,” he explains.As NOW has covered, Nestlé has a notorious environmental and human rights record. “Their aggressive purchasing of community water sources as well as their continued meddling in the breastfeeding practices of communities in lower-income countries stands out, but they've also been implicated in child labour in the cocoa industry,” notes Shiner.Initially Field Trip, which features a community-oriented ethos and family-friendly vibe, seemed to try to downplay the controversy with what Shiner describes as a “vague and decidedly non-committal statement.”"To our concerned fans, we appreciate your feedback and respectfully consider your concerns as they pertain to Field Trip," the festival wrote in a comment on Facebook at the time. "With that in mind, we will endeavour to incorporate your viewpoints into the planning of this summer's festival. Thank you for your continued patience and support of Field Trip as we strive to present a world class music and arts event for Toronto."It also dropped the Nestlé logo on its website (though the Perrier logo remained up until the partnership was dissolved). But as calls for a ticket boycott grew, festival organizers saw that another reaction was needed.Now those who were encouraging others not to buy tickets are planning to attend the festival, including Shiner, “I bought our tickets as soon as I heard that they dropped Perrier as well as Nestlé,” she says, adding that her six-year-old son is very excited to attend his first Field Trip.Both Shiner and Harris hope this incident results in organizations considering their future partnerships in a more critical light.Adds Harris, “I think this story proves the value in voting with your wallet and respectfully holding organizations accountable for their choices.”Article by Lindsay Kneteman as posted on Now Toronto....
See the full article
2018-03-16
Toyota revs up Vernon sports centre
Vernon's indoor soccer pitch has secured a sponsor for the next six years.Vernon Toyota has stepped in to provide the facility with $15,000 a year and in return, the facility will be known as the Vernon Toyota Indoor Sports Centre.Kyle Johnson, with Vernon Toyota, said sponsoring the facility was a good fit for the local auto dealer.“Vernon Toyota is part of the active lifestyle store and what a better way to be a part of something than an active lifestyle building,” said Johnson. “It's a nice fit for us. The opportunity came up and we took it.”Kai Tolpinrud, general manager of the facility and general manager of the High Performance Soccer Club, said he was thrilled with the sponsorship.“This is fantastic. Without community sponsorship like this, these kinds of facilities wouldn't be able to go, and the importance of the centre to the soccer community is incredible,” said Tolpinrud.Weather limits the amount of time local teams can practice outside, which puts them at a disadvantage when competing against players from the Lower Mainland who can practice pretty much year round.The indoor soccer field gives aspiring soccer players in the North Okanagan the same chance to train 12 months out of the year.“It's vital at all levels of soccer from three and four year olds all the way up to adults,” Tolpinrud said.“We have more than just soccer in here. We are full from September, right through until the outdoor fields open.”Baseball, lacrosse, ultimate Frisbee and other groups benefit from the indoor field as well.“It really is an all-sports centre,” he said.Article by Darren Handschuh as posted on Castanet...
See the full article
2018-03-15
Staples Canada announces Title Sponsorship as Hackergal Introduces Girls to Coding with Swift at Spring Break Camps
 Hackergal, a non-profit organization that introduces middle school girls to the unlimited possibilities of coding through girl-only hackathons and coding programs, today announced Staples Canadawill be the title sponsor of its 2018 Spring Break Coding Camp. The camp will exclusively teach Swift, the robust and intuitive programming language created by Apple.Programs offered through the Hackergal Network are targeted at middle school-aged girls and offered at a low cost so that every girl — no matter her socio-economic situation — has the opportunity to participate. Hackergal's 2018 Spring Break Coding Camp will be held March 12-16, 2018 at Ryerson University in Toronto."We are thrilled to introduce girls to Swift, the powerful programming language created by Apple, during our 2018 Spring Break camp. Using Swift Playgrounds on iPad, girls will be able to write real code, the same code that developers use to develop apps," said Lucy Ho, Co-founder and Managing Partner of Education, Hackergal. "March marks Hackergal Network's second camp program."In Canada, while the gender gap continues to pose a great concern for the business and technology industry, an even bigger concern is the gap in the number of young girls taking computer science courses in their high-school and post-secondary years. Earlier this year, a national coding survey commissioned by Actua discovered more than 50 percent of boys said they were extremely interested in careers involving coding or programming whereas only 27 percent of girls expressed similar interest."Coding is the new literacy," said Matoula Mitropoulos, Managing Director of Partnerships for Hackergal. "The fact is all the great jobs in the future, no matter the field, will require some understanding of code. If we want women to be a part of the fastest growing job markets we need to introduce girls to code earlier in the education process.""We are excited to be a part of the Hackergal movement," said Alessandra Saccal, Communications and Sponsorship Programs, Staples Canada. "Hackergal's mission to expose more middle school girls to coding so that they consider a career in a computer science related field, aligns with our own values to support education initiatives in our community. We hope that through our combined efforts we can help narrow the gender gap and change the perception that coding is just for men."...
See the full article
2018-03-14
Union Gas Supports POWER UP(SM) FIRST Robotics Canada with $50,000 Gold-Level Sponsorship
As the competition begins to heat up, Union Gas continues its support for eight Ontario secondary school teams taking part in FIRST Robotics Canada (FIRST) competitions – STEM inspired events where students, teachers and mentors work together to build robots in high-intensity 'robo-sports' competitions, courtesy of a $50,000 sponsorship. This will be Union Gas' sixth consecutive year of support for the competitions and student teams as a Gold-Level Sponsor."Projections for STEM-related jobs are ever-increasing and organizations like FIRST Robotics Canada are helping students realize their potential in this discipline," said Paul Rietdyk, vice president, engineering, construction, and storage and transmission operations, Union Gas. "Beyond STEM, FIRST exemplifies strong values such as safety, teamwork and collaboration; but the most referenced phrase of all is "graciously professionalism", a term that promotes win/win relationships in a way that demonstrates integrity, respect and valuing others.  The values of FIRST are strongly aligned with those of Union Gas and Enbridge."FIRST Robotic Competition (FRC) is an annual competition where high school student teams raise funds, design a brand, and build and program robots to perform specific tasks, known as 'robo-sports', with the help of volunteer professional mentors. After an intense six weeks build, teams compete in regional events held in several Canadian provinces, then progress to district events and on to the World Championship."Union Gas has done an incredible job of engaging its employees in FIRST Robotics Canada initiatives," says Mark Breadner, president, FIRST Robotics Canada. "Union Gas supports FIRST on so many levels including judging, volunteering, and financial support for teams. We're also extremely grateful to have Paul Rietdyk from Union Gas as an integral member of the FIRST Canada Executive Advisory Board."...
See the full article
2018-03-13
IBAO Partners with Gore Mutual to Support Future Ontario Brokers
The Insurance Brokers Association of Ontario (IBAO) is pleased to announce its partnership with Gore Mutual on the redesign of the IBAO Classroom, located at 1 Eglinton Avenue East. Every year over 600 students come through the classroom to get their RIBO Level l and ll licences. Given the IBAO’s emphasis on broker education and the importance of continuously bringing quality talent into the channel, the association teamed up with Gore Mutual to heighten their classroom experience.“Gore Mutual’s recent focus on thought leadership within the industry and their support of the broker channel across the province makes them an ideal partner on education,” said IBAO CEO Colin Simpson.Gore Mutual is a Platinum Sponsor of the IBAO, having boosted their sponsorship level in 2017 to support IBAO’s Annual Young Brokers Conference, held this year in Niagara Falls, June 6–8.“We’ve consistently supported the development of new brokers coming into the insurance industry and young people looking to accelerate their careers,” said Paul Jackson, Chief Marketing & Distribution Officer, Gore Mutual. “In addition to sponsoring the Annual Young Brokers Conference, we’re thrilled to be associated with the IBAO Classroom by helping to redesign this modern space and bring it to life.”“As the broker profession emphasizes a focus on customer experience and business evolution, it’s appropriate that the place where everything’s rooted – the classroom environment – matches the tone of contemporary vision,” said Simpson. “We applaud Gore Mutual’s investment in the next generation of insurance brokers and look forward to our continued partnership throughout 2018 and beyond.”Article as posted on Canadian Underwriter....
See the full article
2018-03-12
In Canada today, golf’s most influential figures are women
When Brooke Henderson was 11, the LPGA Tour’s CP Canadian Women’s Open came to the Ottawa Hunt and Golf Club and she got to meet her idol, Morgan Pressel.Nine years later Henderson, already a multi-time winner on the LPGA Tour herself and just 19, returned to the Ottawa Hunt and Golf Club to play in the Canadian Women’s Open herself, and, perhaps, inspire another young girl to pick up the sport.“I’ve come to realize that even the smallest of gestures can leave a lasting impression on everyone we touch,” she says.There were many fans to choose from, as countless, young golfers – a heavy majority were girls – were wearing her already-iconic Ping visor, just champing at the bit to get a piece of the native of little Smiths Falls, Ont.For a sport that’s always been perceived as dominated by men, here in Canada it’s two women, Henderson and RBC’s Mary DePaoli, the executive vice president and chief marketing officer of the bank, who are arguably golf’s most influential figures.Henderson – with a legion of young followers already, five LPGA Tour wins, an Olympic appearance, and having peaked at No. 2 in the world – is just coming off her best finish of the 2018 LPGA Tour season, a tie for second at the HSBC Women’s World Championship, and has notched three top-10 finishes in the first four events she’s played this year.“I feel like I’m in a really good spot with my swing and most parts of my game. It was nice to be in the final group on Sunday in Singapore and have a chance to bring home the trophy there,” says Henderson.She says seeing young fans outside the ropes at LPGA Tour events means the world to her. She wants to be a better player, and person, for them. And she’s been surrounded by strong women her whole life, as she says her mom, Darlene, and sister (and caddie) Brittany, are her biggest supporters.“Brit was definitely a driving force for me to pick up the game,” she says. “Whether it’s when we’re traveling together, trying to piece together our schedule, Brit picking me up and pushing me while we’re out on the course… my mom and sister are my best friends and I’m so lucky to have them in my life.”DePaoli, meanwhile, spearheads all of RBC’s sponsorship initiatives as it relates to sport, which includes the bank’s multi-million dollar investment in golf in Canada.RBC is the only sponsor on the PGA Tour that lends its name to two events – the RBC Heritage and the RBC Canadian Open – with purses north of US$6 million each. It also sponsors the PGA of Canada’s RBC Scramble, and Golf Canada’s National Team.The bank just signed world No. 1 Dustin Johnson to a sponsor agreement, joining major winners Jim Furyk and Graeme McDowell, along with PGA Tour winners Brandt Snedeker, Matt Kuchar, Adam Hadwin, and more – including Henderson.She says she sat down with Johnson last year during the Canadian Open and had a number of conversations about his philosophy as a father and a golfer and as someone who is determined to remain at No. 1.“Dustin has been on our radar for a long time,” DePaoli says.Johnson hasn’t signed a new sponsor agreement in a number of years – and it’s rare that a world No. 1 signs with a company in the middle of the season – but RBC was special, and DePaoli managed to get the deal done.But she says getting to her role as CMO hasn’t come without its challenges as a woman.“Unfortunately we still have a long way to go and there continues to be too many headlines about harassment, discrimination or lack of inclusiveness, and it’s movements like ‘#MeToo’ and ‘#TimesUp’ that show us how far we still need to go as a society to be more inclusive of women, and be catalysts for that change,” said DePaoli, who is the mother of two daughters.“The bottom line is that I think sport and business needs to encourage more talented women to participate, and sport needs women… but I think the social context we’re now operating under gives us hope the future will be a more progressive one.”Henderson believes the LPGA Tour has done a good job in growing the game and empowering young women, and says knowing she’s a small part of the driving force is pretty special.“On top of just playing the game, we see some type of event almost every week at our tournaments that encourages women’s leadership, women in science and technology, [or] female empowerment through sports,” she says. “It’s incredible to see the attendance at these events.”The story of Henderson meeting Pressel a decade ago was one of hope, and DePaoli says she wouldn’t be surprised if she sees more of that moving forward especially as Henderson – just two full seasons into her LPGA Tour career – gets closer to becoming the winningest professional golfer in Canadian history (both Mike Weir and Sandra Post have eight wins, on the PGA Tour and LPGA Tour respectively in their careers. Henderson is more than halfway to that total).DePaoli says she sees female athletes do well at inspiring each other and raising each other up – something Henderson sees on the LPGA Tour every week – and young girls are, now more than ever, looking at female athletes and seeing themselves in them.“They want to see toughness. They want to see the heart, the grit, and the competitiveness. And none of that makes you any less feminine. It doesn’t make you less female,” says DePaoli. “This is what girls and women are looking for in their icons, and Brooke Henderson is one of those icons.”Article by Adam Stanley as posted on SportsNet...
See the full article
2018-03-09
BDC and Women's Enterprise Organizations of Canada: More For Women Entrepreneurs
The Business Development Bank of Canada (BDC) has signed a pioneering partnership with Women's Enterprise Organizations of Canada (WEOC) to better support women entrepreneurs.WEOC members have developed innovative programs to help women at all business stages. The partnership will allow BDC to engage more closely with five WEOC member organizations and the growing 90,000 women business owners WEOC members work with at a national level.WEOC's member organizations provide learning and networking opportunities, management advice and coaching for women entrepreneurs. "Through this partnership, after receiving sound, tailored advice, women entrepreneurs who will have optimized their business plan are given a better chance at getting financed," says Laura Didyk, BDC's Vice-President, Alberta South and National sponsor for the Bank's Women Entrepreneur strategy."At BDC, we believe that women entrepreneurs have enormous untapped potential, so we provide WEOC member organizations the ability to either enhance or create access to capital for women entrepreneurs," she says.“ This partnership is another demonstration of the great work being done by BDC to support and empower women entrepreneurs across Canada,” said the Honourable Bardish Chagger, Leader of the Government in the House of Commons and Minister of Small Business and tourism. “ Our government strongly supports this work, and through our 2018 Budget, and especially our Women Entrepreneurship Strategy announced as part of the Budget, we will support and invest in women at all stages of entrepreneurship with goal of doubling the number of women-owned businesses by 2025. This International Women’s Day, let us celebrate how far women have come, and also look to the future on what there is still to achieve. I am confident we can achieve it by working together.”The agreement adds on to BDC's commitments to support women entrepreneurs, namely new targets of $1.4 billion in lending to women-led businesses by 2021 and $200 million in investments in women-led technology firms."We are very excited about partnering with BDC and being part of its initiative to better support women entrepreneurs, who are one of Canada's greatest resources," says Sandra Altner, CEO of the Women's Enterprise Centre of Manitoba and WEOC Chair. "This partnership will give our members fantastic opportunities to access financing that will help them attain their business dreams."The agreement is signed between BDC and five of WEOC's member organizations: the Women's Enterprise Centre of Manitoba, the Newfoundland and Labrador Organization of Women Entrepreneurs, the Women's Enterprise Organization, British Columbia, Alberta Women Entrepreneurs and Women Entrepreneurs of Saskatchewan....
See the full article
2018-03-08
Avon Canada Inc. partners with The Shoebox Project for International Women's Day
This year, in honour of International Women's Day, Avon Canada Inc. has announced that it will support The Shoebox Project by helping to fund care packages for women who are homeless or at risk of homelessness in communities across Canada. The Avon Foundation for Women–Canada will donate 10% of the sale price from Avon Canada's Purple Peace Always With You Ring and Bracelet collection to the cause.As the company for women, Avon's commitment to giving back is a founding principle of the brand," said Roberta Lacey, Head of Marketing for Avon Canada. "Often times, women in crisis feel isolated and cut off from society. The simple act of receiving a Shoebox filled with necessities can enhance a woman's self-esteem and remind them that they are not forgotten. It's all about women reaching out to other women. Personal relationships are what Avon is all about which is what makes this partnership with the Shoebox Project such a natural fit.""We are so pleased to partner with Avon on this initiative. To bring the work of The Shoebox Project together with the Avon brand, which is both highly respected and committed to empowering women, is an invaluable opportunity," said Jessica Mulroney, Co-founder of The Shoebox Project. "Together we will work to remind women impacted by homelessness that they are not alone. Our partnership with Avon will expand our capacity to give women the gifts of warmth, comfort, and confidence."The Purple Peace Always With You Ring and Bracelet retail for $14 each and are available through Avon Independent Sales Representatives across Canada and at avon.ca. The Avon Foundation for Women–Canada will donate 10% of the sale price from these products to The Shoebox Project for Shelters....
See the full article