Page 15 - 2016 Year In Review

CORY JOSEPH, POINT GUARD - TORONTO RAPTORS (NBA): In the
summer of 2015, Cory Joseph signed a four-year, $30 million contract
with the Raptors. At 24, Joseph became the first Toronto-raised NBA
player to sign with the team in the prime of his career. It has widened
his appeal to prospective Canadian brands looking to develop their
basketball portfolio. Joseph has shown his range as an endorser; he
has modeled for Holt Renfrew’s 2016 spring line, unveiled VR
technology for LG, and has appeared in custom content for Best Buy.
Joseph is likely to continue monetizing his status as the top Canadian
player on Canada’s team.

Deals: Holt Renfrew, LG Electronics, Best Buy,
St. Louis Bar and Grill

SHAWN MENDES, POP STAR: Mendes has leveraged social media
platforms like YouTube, Vine, and Twitter to build a grassroots fanbase
that has since carried him to multiple number-one singles. The 17-year
old from Pickering, Ontario is one of the most sought after acts in
music today – his world tour sold out in six minutes. To date, the
artist’s brand partnerships have been cross pollinated with
philanthropic activity. Mendes was the face of a We365 campaign (We
Day app) encouraging youth to support social causes, along with Demi
Lovato and Nick Jonas, and has partnered with Duracell to perform a
private concert at SickKids Hospital in Toronto. Endorsements can help
Deals: WE Charity, Duracell, Hulu, American
play a role as Mendes seeks to evolve and mature his brand personality.
Express

DENIS SHAPOVALOV, MEN'S TENNIS: The 17 year old from Richmond
Hill is currently the 2nd-highest ranked Junior Tennis player in the world
and 2016 Junior Boys Wimbledon champion. His recent rise has led to
a deal with Biosteel who is betting that Shapovalov will become the
next big thing in Canadian tennis. As Milos Raonic and Genie Bouchard
have matured as endorsers and grown their portfolios, Shapovalov
represents a white space for brands seeking to gain a first-mover
association with an emerging Canadian tennis talent.

Deals: BioSteel Sports Supplements

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