No Frills, Maxi Named Official Grocery Partners of Cricket Canada
Loblaw discount banners No Frills and Maxi have been named the official grocery partners for Cricket Canada.
No Frills and Maxi will support the sport through experiential activations in-store and at Cricket Canada events, as well as National Team matches, with the goal of elevating cricket's profile in North America.
This partnership establishes No Frills as a key sponsor for select international matches organized by Cricket Canada on Canadian soil. The No Frills T20 Cup, an international tri-nation T20 cricket series featuring Canada, Nepal, and Oman, will be the inaugural event. The match takes place later this month at the Maple Leaf Cricket Ground in King City, Ontario.
“As Canada’s fastest-growing sport, cricket has captured the hearts of many and brings communities together through the power of teamwork, passion and a shared love for the game,” Melanie Singh, president of Hard Discount, Loblaw Companies, said in a statement. “We look forward to working closely with Cricket Canada to bring customers and fans closer to the sport they love and ensuring our contributions make a meaningful and lasting impact.”
Boundaries North, Cricket Canada's commercial growth partner, worked with Rock Paper Scissors Media to help bring the partnership to fruition.