Argos x BeautiTone
BRAND
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This project was made as a submission to the MLSE Case Competition.
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PROBLEM
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Develop an integrated partnership proposal that will achieve the objectives of a prospective partner brand within one of the three categories (Paint, Headphones, Baby Care, Logistics) and one of the four MLSE properties (Toronto Maple Leafs, Toronto Raptors, Toronto Football Club, Toronto Argonauts).
INSIGHTS + CHALLENGES
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The Toronto Argonauts have one of the smallest fan bases, but one of the most passionate and community-driven fanbases in Canadian sports.
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They're actively looking to connect with a younger generation, many of whom are at the age to buy a home.
Football season coincides with peak paint-buying season.
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Home Hardware, owners of the BeautiTone brand, have stores in neighbourhoods with a high percentage of Canadian-born citizens and disposable incomes for home renovations.
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SOLUTION​
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Leverage buy-Canada messaging popular in 2025 to grow CFL fanbase and viewership by fostering a passionate community with the Argos. Create signature "Oxford" and "Cambridge" blue paints and sponsor community murals in partnership with the Pinball Foundation.
