TORONTO — CBC’s Dragons’ Den will kick off its 14th season this week with Desjardins and Canadian Tire joining standing sponsor BDC as new partners of the show.
This season of Dragons’ Den premieres Thursday, September 26 at 9 p.m. (9:30 p.m. NT) on CBC and the CBC Gem streaming service. The two new sponsors, Desjardins and Canadian Tire, will focus on innovative activations, giving back and supporting entrepreneurs in some special moments that these partnerships will bring to the show.
Through its GoodSpark program, which will be showcased in the upcoming season, Desjardins is supporting social entrepreneurs with additional financial and/or in-kind investment. The GoodSpark program aims to assist entrepreneurs who are committed to positively impacting Canadian communities.
“These investments are aligned with our values as a cooperative and with Desjardins’s purpose, which is to enrich people and communities,” said Guy Cormier, president of Desjardins, in a CBC news release announcing the new sponsors of Dragons’ Den. “Every business has a role to play in reducing inequality, protecting the environment and helping to build strong and resilient communities. A good way to do that is by supporting entrepreneurs with a social purpose.”
Canadian Tire is also making entrepreneurs’ dreams come true this season by giving two hard-working entrepreneurs the chance of a lifetime: an agreement to put their products on all Canadian Tire store shelves, nation-wide.
“The [entrepreneurs chosen] were incredibly collaborative and extended themselves and their capabilities to meet our unique business requirements,” said Greg Hicks, president of Canadian Tire Retail, in the news release. “We were once a small business and find ourselves incredibly inspired by what both entrepreneurs have accomplished. We’re thrilled to be able to share the result of our amazing collaboration with Canadians across the country.”
CBC & Radio Canada Media Solutions said it looks forward to what these new partners will bring to Dragons’ Den.
“We are thrilled to have Desjardins and Canadian Tire join BDC as sponsors of Dragons’ Den,” said Robin Neufeld, director of content marketing for CBC and Radio-Canada Media Solutions, in the news release. “Dragons’ Den supports entrepreneurs at all stages and many businesses have experienced a boost after being featured on the show. What’s exciting is that these sponsor activations will also deliver real-world impact by helping Canadian entrepreneurs succeed.”
