Sponsoring: The Business of Sport

The early years of corporate sponsorship

The Canada Packers softball squad, seen here in this team photograph, were the West Toronto Industrial Softball Association Champions for 1939. Canada Packers Inc. (now Maple Leaf Foods, Inc.) was a Toronto-based meat packing and processing company. Companies during this era sponsored and supported employee athletic activities to encourage physical fitness and boost worker morale.

Start of the Junior Women’s section at the Bee Hive Swim, Port Credit

St. Lawrence Starch Company’s Bee Hive Golden Corn Syrup was familiar to many Canadian households. The Bee Hive Swim embodied the company’s support for local amateur athletics. Directed by Gus Ryder, the event featured a swim course one mile in length and 120 competitors from swimming clubs across the province, including the Orillia Y, Dolphinets, Mermaids High Park and the Hamilton Aquatic Club.

Promotional booklet for Bee Hive Giant Slalom

On behalf of the Bee Hive Golden Corn Syrup brand, St. Lawrence Starch sponsored many sporting events, including the Bee Hive Giant Slalom, which was one of the first professional ski races. Held for several years during the 1960s, this event’s relatively large purse attracted many former Olympic medallists.

Bee Hive Golden Corn Syrup advertisement featuring Karen Magnussen

Many athletes, including  Karen Magnussen here,  endorsed Bee Hive Golden Corn Syrup, touting its energy boosting abilities and delicious taste. Karen won five Canadian figure skating championships between 1968 and 1973, and a world championship in 1973. She won Canada’s only medal (silver) at the 1972 Winter Olympic Games in Sapporo, Japan.

Mr. Hockey meets his fans

Gordie Howe greets young admirers at the Eaton's store in Shopper’s World plaza, Don Mills. This was one stop on a personal appearance tour by Howe, Eaton’s Sports Advisor, across Canada to assist in the marketing of the company’s Truline brand of sports equipment.

• Ontario’s Sporting Past
• Participating: Amateur Athletics
• Captivating: Extraordinary Moments
• Sponsoring: The Business of Sport

• Cheering: Fans of Sport
• Uniting: Team Uniforms and Fashions
• Competing: Sports of the Games