CIBC has signed on to sponsor HGTV’s Income Property.
The partnership between the bank and Shaw Media‘s home- and lifestyle-focused specialty channel will entail strategic in-show integrations, personal appearances, in-branch promotions and digital and social integration.
In a statement, Errol Da-Re, Shaw Media’s senior-vice president of sales, calls the deal the show’s most substantial partnership agreement.
“With three equal partners, this goes far beyond any sponsorship deal to date,” he said, in a statement. “We’ll be working closely with CIBC along with [host Scott McGillivray] and his team on this innovative approach to merge our assets and connect with Canadians like never before.”
CIBC’s senior vice-president of marketing and strategy, Veni Iozzo, added that “working together we can help our clients who want to better equip themselves with financial know-how prior to buying or renovating their home.”
The show, which recently moved into an extended hour-long time slot, guides home buyers through the house hunt and renovation of their first income property. It is now on its seventh season.