Sports+Ent

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Influencers find a place in a socially distanced world

As events and product launches move online, brands are looking to social personalities to provide the audience.

Reebok

Lessons for brands from sponsorship marketing

Even with events cancelled, MKTG’s Michael Beckerman says Reebok and Chipotle are showing how the practice remains relevant.

harlequin

Harlequin forgoes shirtless hunks to broaden its audience

The romance publisher is looking to get past the cliches of genre to show the positive benefits of its expanding entertainment options.

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Axe lets Raptors fans play like Fred VanVleet

To reach attention-split Gen Z men, the personal care brand is focusing on unique experiences relevant to their passions.

omha

OMHA shows a day in the life of a hockey family

The youth hockey organization wants to drive registration by showing benefits of the game for players and communities at large.

ccmallout

CCM goes ‘all out’ for new global brand platform

The hockey brand aims to drive differentiation and find the emotional relevance of making high performance gear.

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Scene becomes the entertainment loyalty partner of the NBA

The program is taking an experience-focused approach in its first expansion into sports.

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Rethink Breast Cancer is game for the ‘Booby Bowl’

The breast cancer nonprofit turns to the world of video games to rally rapidly growing fanbases.

participaction

ParticipAction shifts its approach to making life better

The nonprofit continues to take a holistic view of the benefits of physical fitness, but without the jokes.

cineplex

Cineplex to be acquired by Cineworld Group

The $2.8-billion deal is expected to close in the first half of 2020, giving the company access to “global opportunities.”

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Vancouver Aquarium shows itself as a holiday destination

The aquarium takes a new approach to attracting families during what might otherwise be considered the off-season.

Major League Socks - 1

Babcock may be gone, but his socks live on with a different name

The brand now known as Major League Socks launches a social campaign to extend its reach beyond Leafs fans.

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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.

iron-vegan-campaign

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.