St. Lawrence Starch was a significant corporate sponsor of amateur and professional sports in Ontario and Canada. It also tapped into the popularity of sports (especially hockey) for advertising and promotional purposes.

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World Champions of Sport, 1937
St. Lawrence Starch Company fonds
Reference Code: F 4392-30, Box 18B
Archives of Ontario

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World Champions of Sport, 1937
St. Lawrence Starch Company fonds
Reference Code: F 4392-30, Box 18B
Archives of Ontario

In the 1930s, the Company sponsored the CFRB radio program, Bee Hive "Sportsviews", hosted by sports commentator Wes McKnight. Between 1934 and 1967 Bee Hive featured hockey cards of National Hockey league players.

Another leading sporting event supported by St. Lawrence was the Bee Hive Giant Slalom, which took place annually between 1961 and 1967.

This event was one of the earliest professional ski races and it attracted many former Olympic champions due to the relatively large purse.

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Skier at finish line of Bee Hive
Giant Slalom race, [ca. 1965]
St. Lawrence Starch Company fonds
Reference Code: F 4392-7-1-1
Archives of Ontario

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Correspondence regarding St. Lawrence
Starch sponsorship of the Canadian
Lacrosse Championships, 1961
St. Lawrence Starch Company fonds
Reference Code: F 4392-29, Box 93
Archives of Ontario

Other examples of St. Lawrence Starch's sports sponsorship included support of the Minto Cup for the Junior and Senior National lacrosse titles, and the Bee Hive amateur swim, in which representatives of junior swim clubs across southern Ontario competed in a 1 1/4 mile (2 km) race.

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Bee Hive Golden Corn Syrup advertisement
featuring skier Nancy Greene, 1987
St. Lawrence Starch Company fonds
Reference Code: F 4392-7-1-11
Archives of Ontario

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Bee Hive Golden Corn Syrup advertisement
featuring hockey player Frank Mahovlich, 1987
St. Lawrence Starch Company fonds
Reference Code: F 4392-7-1-5
Archives of Ontario