TonyBet engaged Cimoroni to create a comprehensive strategy and plan to activate their partnership with the Canadian Premier League. Cimoroni led every facet of the activation that included strategy, creative development, digital planning, activation planning, and on-field execution. 

The program first involved launching a consumer contest that was activated across TonyBet social channels managed by Cimoroni that directed to a custom built website for contest entries. Once the winners were selected, Cimoroni worked with the winners and the CPL to fulfill the grand prize of attending the CPL Finals in VIP seating in addition to CPL merchandise. 

The second component of the activation was an on-field experience where one lucky fan had a chance to win $10,000. Cimoroni worked with the CPL to create a custom entry mechanic at a fan event. The participant was brought on field at half time to shoot at custom built targets with each successful target resulting in more winnings. In preparation for the on-field experience, Cimoroni created custom designs for fabrication and recruited a roster of brand ambassadors to create a memorable on-field experience.