Connecting with sports fans from coast-to-coast

Subway Canada wanted to bolster its brand with Canadian fans of hockey, football, and baseball. m5 helped build partnerships with professional sporting organizations that did exactly that in super fun, creative ways.

Toronto Blue Jays Partnership

m5 worked with Subway to negotiate and execute a partnership with the Toronto Blue Jays in 2021 for its Ontario market. The program included consumer contests and in-store visuals during play-off season.

Toronto Raptors Sponsorship

Subway Canada launched a new partnership with the Toronto Raptors in 2022. m5 worked closely with the team to develop taglines and creative that is now in restaurants across Canada as well as displayed across the broadcast table in their home court.

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Quebec Major Junior Hockey League

Working with franchisees and Subway national to align local sponsorships with national initiatives led m5 to implement fan engagement strategies across many QMJHL teams including the Saint John Sea Dogs. 2021’s “Tweet Your Seat” gave fans a way to go beyond just seeing the brand by creating a one-to-one connection, building real affinity at the local level.

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International Ice Hockey Federation World Junior Championship

Alberta takes its hockey seriously, so it was no surprise when they wanted to sponsor the World Juniors in Edmonton. m5 worked directly with Hockey Canada to negotiate and execute a sponsorship that covered in-store contests, media partnerships, radio contests and an in-arena activation.