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Shaw Media signs Big Brother sponsors

Shaw Media has signed a series of sponsorship agreements in support of the upcoming season of reality program Big Brother Canada. Furniture retailer The Brick will be the principle sponsor of the show, providing furnishings for the house in which it takes place. The winner of the show will receive a $25,000 gift card from the chain. In addition, four contest winners will receive trips to Toronto to attend the season finale and spend 24 hours in the house. The sponsorship also includes online elements.

Church & Dwight will sponsor the season in the name of its OxiClean laundry detergent brand. It will provide laundry supplies to the house, as well as a $10,000 prize package to the winner of the show.

Streaming video service Shomi will sponsor the show with in-show and digital integrations. Participants in the show watch movies and other programs via the service. The sponsorship also includes online elements at

"There is no better opportunity for brands than Big Brother Canada," said Barb McKergow, head of marketing ventures at Shaw Media. "With non-stop action on multiple platforms, this series delivers a wide audience and unparalleled experience that our brand partners have come to expect from this dynamic format."

The new season of Big Brother Canada will begin on Global Television on March 2.

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