Despite the recent furor over “deflate-gate,” advertisers still seem pumped for Bell Media’s coverage of Super Bowl XLIX, with the company announcing a full roster of sponsors for the perennial ratings champion.
This year’s game will see Labatt Breweries of Canada return as a presenting sponsor, while both Ford of Canada and Nissan Canada are returning as quarter sponsors.
Also signing on for this year’s event are a long list of brands including A&W, Burger King, Dominion Lending Centres, Doritos Canada, Fisherman’s Friend, GlaxoSmithKline, Hyundai Canada, Kit-Kat, Loblaws, Manulife Financial, Mazda, Mondelez Canada, President’s Choice Financial, Reebok Canada, Sun Life Financial and Volkswagen Canada.
Bell Media will also take advantage of the Super Bowl’s huge audience to launch a multi-platform campaign in support of Manhattan, a new series exclusive to its streaming video-on-demand service CraveTV.
The company also plans to run 20 new promotional spots – all created in-house by the Bell Media Agency – supporting “marquee” shows including CTV’s Masterchef Canada (premiering immediately after the game), the Space program Bitten, Bravo’s 19-2 and TSN’s Tradecentre coverage of the NHL trade deadline.
The game will also feature the first on-air promo for Hubub, a would-be rival to social media giants such as Facebook and Twitter in which Bell invested $5 million last year.
Bell Media’s coverage of the Super Bowl will be split between CTV, TSN/TSN2, RDS, and TSN Radio. Live streaming will also be offered through the CTV GO and Bell Mobile TV services.
After the big game, CTV had planned to air a sneak peek of the newest episode of Spun Out. However, criminal charges have caused Bell Media to shuffle that schedule.
