They say you really don’t know someone until you travel with them, and several Canadian companies apparently enjoyed last summer’s cross-Canada trip with Bell Media enough to do it again.
Laird White, director of brand partnerships for Bell Media, said that the broadcaster has sold all of its sponsorship packages for the second season of The Amazing Race Canada, which kicks off July 8 on CTV.
White said the number of sponsor partners for season two is up about 35% over last year. The roster includes four “premiere” partners: Air Canada, Chevrolet, Dairy Queen and Scotiabank. Bell Media is also finalizing smaller deals with other sponsors, said White.
Sponsor negotiations began almost immediately after the first season concluded in September, with advertiser interest in the property high after its strong debut.
The first season of The Amazing Race Canada was a breakout hit for CTV last summer, averaging 3.5 million viewers 2+ each week, including 1.8 million A18-49, 2.01 million people A18-34 and W25-54 1.08 million.
“We had a lot of success with clients connecting with us directly, saying, ‘We saw the show and we want to be involved next year,’” said White.
All of the show’s major sponsors will receive in-program integration, as well as rotating inclusion in all pre-promotion, digital/social media mentions and in-show commercial inventory.
Several sponsors are also involved in show prizing, with Air Canada giving winners free business class flights for a year, and Chevrolet giving away two High Country Editions of its Silverado pickup truck. Air Canada and Scotiabank will also award pit-stop prizes that will be revealed as the season progresses.
Bell Media also announced this week that Petro-Canada is joining the show as a new sponsor, giving race winners gas for life.
Given the longevity of its U.S. counterpart, which wrapped up its 24th season in May, Bell has high hopes for the Canadian franchise. “We want this show to last,” said White. “It’s not a flash in the pan.”
CTV is moving season two of The Amazing Race Canada to Tuesday at 9 p.m., with encore presentations at 8 p.m. Saturday and 5 p.m. Sunday. Episodes will also be available on the CTV GO app.