Strategic Consulting / Corporate Partnership & Sports Activation
Already a major partner of the Montreal Alliance in the CEBL (Canadian Elite Basketball League), Sun Life got involved with the arrival of the NBA G-League in Laval.
Sun Life wanted to add an extra layer of entertainment to enhance the fan experience during the NBA G-League’s visit to Greater Montreal. A simple activation combining fun and fair play—values that reflect both the spirit of sport and Sun Life’s commitment to health and wellness.
A revival of the “Ma Ville est basket” concept in collaboration with Tanguay, designed to engage fans of all ages at Place Bell from the opening of doors until the start of the third quarter.
The activation was rolled out during all six games held at Place Bell. Nearly 1,200 fans took part in the “Ma Ville est basket” challenge, with gift card giveaways at every game thanks to a strong partnership with Tanguay.
