Page 14 - 2016 Year In Review

LILLY SINGH, YOUTUBE PERSONALITY: In 2016, the Candian vlogger
and social influencer made Forbes’ list of highest-paid YouTube stars
(Singh made over $3 million in 2015). Singh has both mass appeal (she
won a 2016 Teen Choice award for best Female and Comedy YouTube
channel) and local authenticity (she has gained hero status within
Canada’s Punjabi community). Singh has featured product placement
on her YouTube videos for the last three years; however, she is
beginning to appear in native advertising content due to the success of
her channel. Sephora and Smashbox cosmetics partnered with Lilly
Singh to endorse Bawse lipstick, and Singh has appeared in online
vignettes for Dell.
Deals: Youtube, Smashbox Cosmetics, Dell,
Progressive

ANDRE DE GRASSE, SPRINTER: While the Pan Am Games may have
introduced De Grasse to Canada, his three-medal performance at the
Rio 2016 Olympic Games introduced him to the world. As an endorser,
De Grasse signed the wealthiest initial endorsement deal in track & field
history - a multi-year deal with PUMA for approximately $11.25 million
US. In addition to PUMA, De Grasse has also signed endorsement deals
with Gillette and Pizza Pizza. With his impressive showing at the
Olympics and with Usain Bolt's likely retirement, De Grasse will have the
opportunity to become the face of sprinting, opening him up for
additional sponsorship interest.
Deals: Pizza Pizza, PUMA, Proctor & Gamble
(Gillette), BMW, PricewaterhouseCoopers

KATE BEIRNESS, SPORTSCENTER ANCHOR: Currently the host of
TSN’s flagship SportsCenter program, Beirness is beginning to build
brand extensions that transcend sports. Kate has recently been a guest
host for The Social on CTV and has appeared on a number of Bell Media
affiliates, such as CP24, BNN, and CTV news channels. Additionally, she
is currently launching “Fit with Kate,” a proprietary fitness coaching
platform. She already works as an ambassador for Under Armour and
Biosteel and actively supports both brands on social media to her
growing follower base. With her roots in sports, Beirness has been
primarily leveraged for sports-themed activations; however, her evolved
brand positioning will create appeal across a number of industries.
Deals: Under Armour, BioSteel Sports
Supplements, Sobeys, Toyota

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