2020-01-14
Williams Racing adds Lavazza to new-look sponsorship portfolio
Formula One team ROKiT Williams Racing has signed up Italian coffee company Lavazza as a sponsor for the upcoming 2020 season.As part of the deal, the brand gets branding on the team’s car and the race suits of drivers George Russell and Nicholas Latifi.It will also gain visibility on other teamwear and throughout garage and hospitality areas.New Williams driver Latifi is a Lavazza brand ambassador and the pair’s association dates to 2016.The Canadian also holds links to another new Williams sponsor, Sofina Foods. His father, Michael Latifi is the founder, chairman and chief executive of the food manufacturer.Sofina Foods first sponsored Williams for the 2019 season, and will feature on the back of the rear wing of the team’s FW43 car in 2020.The Williams car will have a markedly different look for the new campaign after the departure of Unilever brand Rexona and the previous exit of Polish petroleum company PKN Orlen.PKN Orlen’s decision was made after it was announced Polish driver Robert Kubica would depart the team at the end of the 2019 season. It will now sponsor rival team Alpha Romeo Racing, where Kubica is now a reserve driver.Lavazza and Sofina Foods join telecommunications specialists and title sponsor ROKiT on the Williams car for 2020. In July, The ROK group-owned brand extended its contract with Williams until 2023.The drinks arm of the global media company, ROKit Drinks also signed a deal in October, which will see its Bogart Spirits, ABK Beer and Bandero Tequila brands feature prominently on the FW43, beginning with the 2020 season.The new look vehicle will first be on show at the Australian Grand Prix, which begins the new campaign and takes place between March 12 and March 15.For Lavazza, its agreement with Williams expands its sports sponsorship portfolio further. It already holds contracts with all four tennis grand slams, as well as Premier League clubs Liverpool and Arsenal.The company’s chief marketing officer, Sergio Cravero, said that Lavazza is able “to develop its brand awareness and to spread the Italian coffee culture all over the world” through these partnerships.Click here to view Lavazza's profile....
2020-01-14
Greenleaf Foods, SPC, Becomes First and Exclusive Plant-Based Protein Sponsor of the Montreal Canadiens
Greenleaf Foods, SPC, a North American leader in plant-based protein products, and the Montreal Canadiens today announced a new partnership featuring Greenleaf's leading plant-based brands, Lightlife® ("Lightlife") and Field Roast Grain Meat Co™ ("Field Roast").During this three-year partnership that kicked off in October, Montreal Canadiens fans can enjoy a broadened food concession offering at home games with new plant-based options featuring Lightlife and Field Roast products. The brands are the Official and Exclusive Plant-Based Protein Partners for the Montreal Canadiens and the Bell Centre.On event days, the Lightlife Burger and Field Roast Mexican Bowl are served at M2 Marché Montréal concessions, and the Field Roast Mexican Bowl is served at the Texan concession at the 300-400 level. In addition, the partnership includes advertising and retailer promotions. To extend the partnership, Lightlife and Field Roast have visibility throughout Club de hockey Canadien proprieties such as web banners, digital concourse area signage, and in-bowl scoreboard domination."Not only is Montreal's food culture well-known across Canada—and internationally—the Montreal Canadiens' fanbase is first-class. Aligning our two organizations to offer delicious, high-quality plant-based foods during home games and sampling events is an incredible opportunity," said Dan Curtin, President and CEO, Greenleaf Foods, SPC. "We couldn't be more excited about this partnership."As more consumers adopt flexitarian diets, they find that eating plant-based on the go can be challenging. The partnership between Greenleaf Foods, SPC and the Montreal Canadiens, allows consumers to enjoy high-quality plant-based protein at the Bell Centre."We are proud to offer the Bell Centre's visitors an experience they will enjoy and remember. Over the past two years, we upgraded our food offering by adding various options from tacos and poke bowls to high-end poutine. Now with plant-based options, we can also cater to fans that are looking for meat alternatives," said Daniel Trottier, Executive Vice President, Guest Services and Facilities Operations at Groupe CH. "By welcoming Greenleaf Foods, SPC as our partner, there will be something for all the hockey fans and foodies at the Bell Centre."Click here to view Greenleaf Food's profile....
2020-01-10
Gowling WLG Announces Sponsorship of Team Canada at 2022 Commonwealth Games
Gowling WLG is pleased to announce that it has been named the official legal adviser to – and major sponsor of – Commonwealth Games Canada, supporting the organization as it prepares its Team Canada athletes for competition at the Birmingham 2022 Commonwealth Games in the UK.Gowling WLG will work alongside Commonwealth Games Canada as it looks to build on the success of Team Canada at the 2018 Commonwealth Games on the Gold Coast of Australia, where it won 82 medals – including 15 gold."At Gowling WLG, we know that the power of teamwork helps us produce exemplary results for our clients – which is why we're so passionate about our Team Canada sponsorship," said James Buchan, firm managing partner for clients & markets at Gowling WLG (Canada) LLP. "We're thrilled to support the team as it embarks upon Birmingham 2022 and help the athletes work toward their ultimate goal of taking home the gold."Gowling WLG's involvement with the major multi-sport event spans the firm's international network, as its UK LLP was recently appointed as the first official sponsor of and Official Legal Advisers to Team England, supporting its athletes' preparation for Birmingham 2022. The appointment will also see the UK firm advising the organization on a range of legal issues – including commercial and contract matters, employment law and data protection – in the run-up to the Games."Here in Canada, everyone is looking forward to cheering on our athletes at Birmingham 2022. There's nothing wrong with a little friendly competition across the firm – so we'll be keeping a close eye on the medal count and hoping that Team Canada comes out on top over Team England," Buchan added."We are delighted to welcome Gowling WLG to the Commonwealth Games Canada family," said Richard Powers, President of Commonwealth Games Canada. "It's clear that Gowling WLG shares the Commonwealth Games' values of humanity, equality and destiny, and their support makes it possible for Team Canada to send more athletes to the Commonwealth Games. Their performance will surely inspire all Canadians."Gowling WLG is an international law firm with more than 1,400 legal professionals in Canada, the UK, Europe, the Middle East, Asia and South America. The firm offers clients in-depth legal experience in key global sectors and a suite of services at home and abroad. Seeing the world from their clients' perspective, Gowling WLG team members collaborate across countries, offices, service areas and sectors to help them succeed – no matter how challenging the circumstances.Commonwealth Games Canada (CGC) is the franchise holder for the Commonwealth sport movement in Canada. CGC supports Canada's athletes to achieve excellence at Olympic and Paralympic Games and world championships, enriches the lives of youth across the Commonwealth and hosts the Commonwealth Games.Click here to view Gowling WLG's profile....
2020-01-10
Axalta to Introduce a Fresh New Look at Daytona International Speedway
Company's premium Imron® coating to provide exceptional quality, outstanding performance and brilliant color on its branded center injector in time for the DAYTONA 500 Race next monthAxalta (NYSE: AXTA) announced today that its branded Center Injector at the Daytona International Speedway (DIS) will have a fresh new look in time for the DAYTONA 500 race on February 16. The Company's premium Imron industrial brand, which is a durable and high-gloss polyurethane, will be used on the façade to give the Axalta Injector a dynamic, bright and colorful new look that will delight race fans as they enter the speedway.  "We are thrilled to update the Center Injector with Axalta's Imron industrial coatings," said Dave Heflin, Vice President, Global Industrial Liquid Coatings. "Using our high performing and highly durable Imron industrial coatings in bright Axalta Red will ensure the entryway captures every car enthusiast's attention, getting them ready for fast action on the track for many years to come."Axalta has had naming rights at the DIS since 2017. The partnership includes the Center Injector as well as specific areas of the "World Center of Racing" neighborhood, overlooking the famed start/finish line. The "World Center of Racing" celebrates the history and legacy of racing at DIS and features products that have been made better and look terrific in Axalta's bright and long-lasting coatings.Imron industrial polyurethanes are available in solventborne and waterborne primer, topcoat, direct-to-metal (DTM), and clearcoat formulas, and are offered in multiple gloss levels, ranging from high-gloss to flat. The products are available in thousands of industrial solid colors and can be applied by brush, roller, or a variety of spray application methods, providing maximum flexibility."We look forward to revealing the new Imron-painted Center Injector for DAYTONA Speedweeks," Daytona International Speedway President Chip Wile said. "Axalta has been an incredible partner to Daytona International Speedway and this is a wonderful way to enhance our ongoing partnership."The Axalta Center Injector activities for DAYTONA 500 include:World Center of Racing - This open-air area provides fans with spectacular sights including an eye-level view of the flag stand, allowing for unprecedented views of the start/finish line. This massive entertainment space is roughly the size of two football fields where race fans can celebrate the history and legacy of racing at the iconic motorsports venue."We Coat It" Displays - From motorcycles to trucks, cars, wheels and much more, check out the wide variety of high-performance machinery for which Axalta provides innovative, colorful and beautiful coatings.Check out all of the upcoming events at Daytona International Speedway. Learn more about Axalta's racing sponsorships at www.axaltaracing.comClick here to view Axalta's profile....
2020-01-10
NHL, Molson Coors announce multiyear extension of partnership
Agreement continues beverage company's longstanding position as official beer of leagueMolson Coors Beverage Company and the National Hockey League today announced a multiyear extension of their partnership, continuing Molson Canadian's longstanding position as an Official Beer of the NHL in Canada.The deal provides national rights in Canada to create impactful fan-engaging activations throughout the NHL regular season and across the full season of all major NHL tentpole events including the NHL Heritage Classic, NHL All-Star Weekend, Stanley Cup Playoffs and Stanley Cup Final."The Molson brand is synonymous with hockey in Canada. A truly historic and naturally fitting duo, this partnership allows us to meaningfully connect with Canadian hockey fans and local communities from coast to coast," said Joy Ghosh, Director of Marketing, Molson Family of Brands. "We have enjoyed a tremendous relationship with the NHL in Canada since 2011 and in this exciting next chapter, our iconic Molson brands will team up with the league to enhance the fan experience - in-arena, at the bar, and at home."Fans across Canada will also see the NHL -- Molson Canadian partnership come to life through multiple touchpoints with retail and on-premise activations. Beginning in March, hockey fans will even have the chance to win a trip for five to the 2020 Stanley Cup Final courtesy of Molson Canadian's new Score For Your Team campaign."Through decades of Saturday night game broadcasts under their banner, club partnerships that have spanned a lifetime, and huge marketing platforms that built rinks on mountains and skyscrapers to celebrate with fans, Molson Canadian and the NHL are intrinsically connected to countless Canadian hockey fans," said Kyle McMann, Senior Vice President, North American Business Development. "We are so thrilled to continue our partnership with Molson in Canada and can't wait to launch our next program that will connect our brands to fans that love our game."Molson Coors has been a long-time partner of the National Hockey League, and currently has partnerships with 14 different teams, including Canadian teams Toronto Maple Leafs, Montreal Canadiens, Edmonton Oilers and Ottawa Senators.Click here to view Molson Coors' profile....
2020-01-08
Digi-Key Electronics Recognized as a Diamond-Level Supporter for the 2020 FIRST® Robotics Competition Season
Sponsorship Includes In-Kind Contributions and Participation as a Leading Supplier for the Official Kit of PartsDigi-Key Electronics, the leading global electronic components distributor, is proud to announce its Diamond-Level Sponsorship of the 2020 FIRST® Robotics Competition and a leading kit of parts supplier for nearly 4,000 participating teams around the world.FIRST is a robotics community that prepares young people for the future. This kind of real-world learning can spark a life-changing passion for technology and Digi-Key is pleased to support such a unique opportunity for our future generation of engineers.This is Digi-Key's 8th year sponsoring the international competition and supplying the official kit of parts with a $50 voucher to the Digi-Key website to purchase parts for each team's robot. With over 2.2 million items in stock, the Digi-Key voucher will help ensure the teams are able to get all of the components they need quickly. Digi-Key has also setup a special landing page at digikey.com/FIRST for students to redeem their vouchers and access additional resources.This year's FIRST Robotics Competition theme is FIRST RISE, powered by Star Wars: Force for Change. FIRST Robotics Competition teams will work toward building a new metropolis, harnessing renewable sources of energy to power the grid, generate new growth, and keep our community engaged, with INFINITE RECHARGESM. Working with adult mentors, including Digi-Key employees, FIRST Robotics Competition participants have limited time and resources to design, build, program, and test their robots to meet the season's engineering challenge. Teams compete at events that reward design excellence, competitive play, sportsmanship, and high-impact partnerships between schools, businesses and communities."Digi-Key is proud to support FIRST and help encourage students' excitement around engineering," says Y.C. Wang, director, global academic program for Digi-Key Electronics. "It is a privilege to help guide the potential career paths of students wanting to pursue jobs in technology and engineering, and we are particularly excited about this year's theme surrounding renewable energy sources." Beyond sponsorship of the global FIRST Robotics Competition, Digi-Key supports the organization in a variety of ways closer to home. Digi-Key sponsors the Great Northern Regional competition in Grand Forks, N.D., Feb. 26-29 at the "Leader in Technology" level. Several Digi-Key employees also serve as judges for the Great Northern Regional. Digi-Key also sponsors the local Thief River Falls Lincoln High School team, ProDigi Team 3277, and six Digi-Key employees serve as mentors for that team."Digi-Key was one of the pioneering FIRST Robotics Competition suppliers offering vouchers for goods on their webpage. They helped take the Kit of Parts in a more team-friendly direction by letting teams pick the materials they need without putting strain on their already stretched budgets. We're so grateful for Digi-Key's generosity, as well as for serving as a corporate role model to others in industry," said Chris Rake, vice president of programs for FIRST.Digi-Key even hires FIRST alumni. One such successful program alum is Michael McGrath, an electronics technician at Digi-Key and FIRST Robotics Competition alumni. McGrath joined FIRST in high school, which led him to learn about the Technical Scholarship Program which Digi-Key offers, and connected him with several mentors at Digi-Key who helped fuel his passion for electronics and building. To learn more about McGrath's experience with FIRST leading him to a career in electronics technology, check out this blog post.Click here to view Digi-Key's profile....
2020-01-07
McDonald's® Announced as New Title Sponsor for TSN's SC WITH JAY AND DAN
– Helmed by popular duo Jay Onrait and Dan O'Toole, SC WITH JAY AND DAN PRESENTED BY MCDONALD'S airs weekdays at 12 midnight ET on TSN –– McDonald's sponsorship includes in-show and on-set integrations, inclusion in digital and social executions, title sponsorship of the JAY AND DAN PODCAST, and more –TSN today announced that McDonald's® has signed on as the new title sponsor of fan-favourite series SC WITH JAY AND DAN, hosted by Jay Onrait and Dan O'Toole. The partnership includes a multitude of in-show and on-set integrations, as well as title sponsorship of the hosts' popular podcast, the JAY AND DAN PODCAST PRESENTED BY MCDONALD'S. McDonald's will also be fully integrated into all of the show's promotional campaign elements across all platforms on TSN.With the announcement of the new partnership, TSN also revealed the series logo for SC WITH JAY AND DAN PRESENTED BY MCDONALD'S."We're extremely excited to partner with one of the world's most iconic brands in McDonald's," said Stewart Johnston, President, Media Sales and Marketing, Bell Media, and President of TSN. "We look forward to featuring McDonald's across the entirety of SC WITH JAY AND DAN's beloved multi-platform content, from broadcast to digital to social media.""Everyone loves McDonald's, but no one loves McDonald's as much as me," said host Jay Onrait. "How much do I love McDonald's? When my wife and I got married, we wanted to serve our guests a midnight lunch. That lunch was McDonald's!""McDonald's has always held a special place in my heart. As a kid growing up in rural Ontario, we didn't eat out a lot, but when we did, it was an event, and we always picked McDonald's. To now have them as the title sponsor on our show brings everything full circle," said host Dan O'Toole. "I literally have dreams about Big Macs. That's not a joke; that's the truth. To say I am thrilled to have McDonald's as the title sponsor on our show would be a massive understatement."Click here to view McDonald's profile....
2019-12-20
Arizona Federal Credit Union To Take Over Name-In-Title Sponsorship Of Comerica Theatre
Arizona Federal Credit Union announced today they are taking over the name-in-title of Live Nation's Theatre located in the heart of downtown Phoenix. Formally known as Comerica Theatre, the venue will now be called Arizona Federal Theatre. The Theatre has presented some of the biggest names in the entertainment industry including David Bowie, Michael Buble, Robert Plant, Stevie Nicks, Janet Jackson, Alice Cooper, Tim McGraw, Ellen DeGeneres, Chelsea Handler, Dave Chappelle, Kevin Hart, Jay-Z, Maluma, Banda MS and Michelle Obama.After 84 years of serving the financial needs of Valley families, Arizona Federal has broadened their strategy to serve the needs of small businesses through the recent acquisition of Pinnacle Bank. The Theatre and partnership with Live Nation provides a unique avenue to bring additional visibility to the Arizona Federal brand as they expand their services. "We're excited to add Live Nation to our growing list of partners, including Phoenix Rising, Arizona Humane Society, and The 100 Club of Arizona, among many others," said Ronald Westad, president/CEO of Arizona Federal Credit Union. "Together we're committed to creating a vibrant and active community here in the Valley." "It was clear from the first conversation we had with Arizona Federal Credit Union that they share in our commitment to deliver incredible experiences that bring the Phoenix community together," said Andy Peikon, senior vice president of Live Nation venue sales operations. "With that in mind, we couldn't be more pleased to partner with their team and infuse their voice into our powerful assets to help them connect with live music fans."The Theatre opened April 2002 with sold out shows by Harry Connick Jr and Jerry Seinfeld.  A unique design allows it to present large arena shows along with smaller intimate productions. Since it opened, the theatre has presented over 2,000 music, comedy, family and theatrical shows with over 4 million fans attending. Its versatility allows it to host private corporate events, graduations and Championship MMA & Boxing matches annually.  Click here to view Arizona Federal Credit Union's profile....
2019-12-20
HOCKEY CANADA INTRODUCES SCOTIABANK AS NEWEST INTERNATIONAL MARKETING PARTNER
Five-year agreement will promote women’s hockey and support the community gameHockey Canada has introduced Scotiabank as a new International Marketing Partner, a five-year agreement that will make it the Official Bank of Hockey Canada through to 2024.Scotiabank joins Hockey Canada in its belief that being part of a team gives young people more than just a chance to play, but also a chance to become involved in their community. Expanding its commitment to grassroots hockey and the growth of the women’s game, the two organizations will work together to create more opportunities for kids to play. Additionally, Scotiabank will be the presenting sponsor of the Hockey Canada Community, an online destination to share and celebrate great Canadian hockey stories.  “As Canada’s hockey bank, we are committed to supporting every goal on and off the ice through our commitment to community hockey across the country,” said Clinton Braganza, chief marketing officer for Scotiabank. “We are proud to add Hockey Canada to our portfolio, to help further grow the women’s game and continue our support of kids’ community hockey. Since 2008, Scotiabank has supported one million kids and counting through our hockey sponsorship program. Through our involvement with Hockey Canada, we will continue to promote the importance of diversity and the values of the game, and look forward to seeing the important impact our sponsorship will have on the lives of young people across the country.”As an International Marketing Partner, Scotiabank will champion programs and initiatives from the grassroots to the world stage, including national events, the IIHF Women’s World Championship and IIHF World Junior Championship.Scotiabank has been at the forefront of kids’ community hockey, starting with its hockey sponsorship program. Each Scotiabank branch in Canada financially supports a local hockey team, league or association in the community. Scotiabank also recently launched a first-of-its-kind celebration of community hockey with Hockey 24 – a documentary to be released in the spring of 2020 – created from the contribution of Canadians showing their personal hockey spirit.“Hockey Canada is proud to welcome Scotiabank to our family of partners; we share a common vision to help more kids get on the ice and celebrate the passion that all Canadians have for hockey,” said Mike Ross, chief business development officer for Hockey Canada. “Scotiabank has been a leader in the hockey community for 12 years and we are excited to welcome them to Canada’s largest hockey team, made up of over 2,500 minor hockey associations, 13 member branches and over 750,000 players, coaches and officials. Together we have a collective goal to create positive hockey experiences for players and fans of all ages.”Click here to view Scotiabank's profile.Click here to view Hockey Canada's profile....
2019-12-19
Gatorade® Canada Inks Partnership with Breakout Canadian Tennis Phenomenon Bianca Andreescu
The 19-year-old Canadian Grand Slam Champion represents the future of tennisGatorade® Canada announced that it has signed a partnership deal with 19-year-old Canadian tennis prodigy and rising star Bianca Andreescu, welcoming her to their line-up of world-class athletes.The partnership comes on the heels of the Mississauga, Ontario native's electric year on the WTA tour that saw her WTA ranking skyrocket into the top five in the world. Her rapid ascent was a result of Premier titles at Indian Wells and Rogers Cup as well as a Grand Slam title at the U.S. Open. Andreescu is the only Canadian in the Open Era, male or female, to win a Grand Slam singles title and the youngest Grand Slam champion since 2004. She capped off a memorable year with two more prestigious awards - the 2019 Lou Marsh Trophy for Canada's top athlete of the year and the WTA Newcomer of the Year award."Gatorade has a rich legacy of partnering with the highest caliber of athletes, and Bianca has already demonstrated her place in an unparalleled group of athletes," said Lourdes Seminario, Senior Director of Marketing at PepsiCo Canada. "We believe Bianca has one of the brightest futures of anyone in tennis and we look forward to fueling her to victory for years to come.""I'm so pumped to be teaming up with an amazing brand like Gatorade and to have them as a supportive partner for my journey ahead," said Andreescu. "Gatorade has always fuelled the best athletes in the world. This partnership is an amazing opportunity for the future".Andreescu joins an accomplished team of world-class athletes in the Gatorade family, including Sidney Crosby, Marie-Philip Poulin, Andre DeGrasse, Lionel Messi, Serena Williams, Usain Bolt, Todd Gurley, Dwyane Wade, Karl-Anthony Towns, Paul George and Jayson Tatum.Gatorade Canada is also fuelling the future of tennis with the announcement of a multi-year partnership with national sport organization, Tennis Canada and the premier Rogers Cup in Toronto and Montreal.Click here to view Pepsi Canada's profile....