Sports+Ent

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Frank’s RedHot suits up with the NFL for “homegating”

From Shopper Marketing Report: The partnership honours 100 seasons with packaging, prizes and game food pairings.

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Iron Vegan looks to pump up the plant-based category

How the supplement maker is aiming to reach a broader audience of athletes looking for alternative protein sources.

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NFL Canada picks Publicis

The agency will lead digital and experiential campaigns to celebrate the league’s 100th season with Canadian fans.

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Ubisoft pushes gamers to their ‘breakpoint’

To help a Ghost Recon game stand out from its own titles and the competition, the developer shows how far fans will go for early access.

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MLSE invests in tech via Ricoh partnership

The owner of the Leafs and Raptors is staying current to facilitate collaboration and attract talent in a competitive market.

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How New Balance became king of the rebrand

The athletic co’s Patrick Cassidy, global director of consumer marketing, on building off the Kawhi Leonard marketing fun.

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Source For Sports names new CMO

Donna Finelli will lead an overhaul of the sports retailer’s brand as it prepares for a push into the U.S.

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Tech in Action: An ARG for the modern era

A campaign takes an old-school internet promo tactic to engage new and existing fans with an apocalyptic book series.

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Social Engagements: How Snapchat creates connections with AR

The company’s global head of creative strategy chats about why the tech is useful in reaching young Canadians.

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Tech in Action: Cirque du Soleil combines print and AR

Working with Quebecor, a character from the company’s show was brought to life by scanning pages of a newspaper.

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Ubisoft taps its competitive fanbase

Video gamers were invited to face off against pro football players in a campaign promoting the launch of The Division 2.

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Cossette picks up branding work with Kabam

The agency’s Vancouver office is leading a visual redesign and strategic repositioning for the game developer.

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G&G launches first campaign for Backyard Axe Throwing League

The campaign lands as the agency names new heads of brand planning and client services.

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We The North: Building a basketball brand with bounce

Almost 25 years since its original logo was unveiled, the Toronto Raptors are a part of the fabric of the North.

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Diamond named AOR for OverActive Media Group

The agency is working with the owner of esports team Toronto Defiant on all elements of its brand.