Sports+Ent

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.

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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.

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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.

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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.

Sports Distributors of Canada Ltd--Source For Sports Appoints Do

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.

hollywoodbowl

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.

Division2

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.