The Really Brief — Week of August 4

Aug. 5

Captain Morgan has announced a multi-year partnership with Major League Soccer Canada that makes it the league’s official rum partner.

The deal, which builds on the rum brand’s existing partnership with Toronto F.C., will include a “multi-touchpoint” marketing campaign that will include field signage with the league’s three Canadian clubs, as well as broadcast ads on TSN and TVA sports, plus MLS digital platforms.



Aug. 4

With the NHL returning to action this past weekend, Rogers Sportsnet has created three new fantasy sports options for the playoffs, two of which are backed by big brands.

Ram is supporting the Sportsnet Fantasy Hockey Pool, which invites fans to pick their roster of players for the chance to win a Ram truck.

Canadian Tire is sponsoring the Sportsnet Fantasy Hockey Playoffs Bracket, in which participants pick which teams will win their series and move on. The Canadian Tire bracket offers $50,000 in cash and prizes and is being promoted with an ad featuring long-time Canadian Tire spokesperson Gary with popular hockey blogger Steve Dangle.

Finally, Sportsnet is introducing some in-game betting through a Predict the Playoffs contest that asks fans to make predictions and picks in real-time using their phones.

PepsiCo Canada is also running a contest for the NHL playoffs, giving fans the chance to appear in a Pepsi or Lays chips ad by showing how they have been getting ready for the playoffs.

The contest is being promoted with an ad featuring a number of NHL players and hockey media, along with Walk Off The Earth covering 2 Unlimited’s “Get Ready For This”—a song that sports venues have used as a pump-up track for so long, it appeared on the original Jock Jams in 1995.

Independent Vancouver agency Wasserman has promoted Bronwyn Mackay to creative director, the most senior creative role within the agency.

The move rounds out the new leadership structure at the agency, led by Stefan Hawes, president, with Victoria Gray, head of strategic services, Antonella Frustaci, director of media and Kelly Swan, director of production.

The agency, which just turned 25, also introduced a new visual identity.  “We are at a real turning point in our company, and as an industry,” said Hawes. “The leadership changes, as well as our new brand, reflects who we are and where we want to go from here.”



David Brown