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C&C Connected | June 20


“We’re not kids anymore. We’re not looking for product. Of course, the brands are going to do their best to give you the best product they have. At the end of the day, it’s a business.”

- Projected top pick Deandre Ayton, on signing multi-year deal with Puma. *


Spartan Race Canada

Spartan Race events are off and running, with the next race taking place this weekend East of Toronto! Spartan races are made possible by the help of volunteers, who are given many perks that include free entry into a race! Cheer on the competitors and lend a helping hand by volunteering for a race here.

The European Tour

Click here to read about how the European Tour is evolving to stay ahead of the challenges that the the rise of technology places on golf and how the Tour is adapting to appeal to a broader audience.


Red Bull Gives Wings to a Ninja

Red Bull has endorsed the most popular streamer, Tyler "Ninja" Blevins, on the live streaming video platform Twitch, to promote an upcoming Fortnite tournament and to promote their involvement in hosting the video game's tournaments. Read about the sponsorship deal here.

Puma Makes its Presence Felt in Basketball

Three up-and-coming basketball stars have signed multi-year endorsement deals with Puma, while rapper Jay-Z has been appointed as the Director of Puma's basketball division. Read more about Puma's grand resurgence in the category here.

Country Colours are Proudly on Display with the World Cup in Full Swing

Budweiser China has released a collection of limited-edition beer bottles brandishing the colours of China's eight favourite football teams as part of the brand's global sponsorship campaign. Despite China's national team not qualifying for the 2018 FIFA World Cup, China is still passionate for the sport and cheering on their favourite teams. Check out the bottles' colourful designs here.

CFL: To Convert Casual Fans into Diehard Fanatics

In the league's long-term strategy to increase revenues, the CFL looks to increase engagement with casual fans through a partnership with Facebook. A new pre-game show will be aired on Thursday nights through the social media platform with hopes of appealing to a younger audience. Read more here.

5 To Watch

Five individuals will be recognized this Thursday, June 21 at Canada's Sports Business Awards celebration, for the remarkable career success they have achieved before the age of 40. Congratulations to these outstanding individuals!


This week at Cimoroni & Company, we've been zealously following the 2018 FIFA World Cup in Russia, and so far, there have been a number of surprising results! We highly recommend that you take some time to watch these talented players fight to qualify for the Round of 16 and beyond. To make sure you don't miss out on any of the action, click here to see the broadcast schedule for all of the games.

*Photo courtesy of Sneaker News

#basketball #golf #Puma #NBA #CFL #EuropeanTour #WorldCup #redbull

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