Sponsorship Canada Facilitates CEBL and GURU Organic Energy Partnership for Championship Weekend



Sponsorship Canada Partner Canadian Elite Basketball League (CEBL) has partnered with GURU Organic Energy, making the Montreal-based brand the Exclusive Energy Drink for the CEBL’s Championship Weekend. This will be the first major sports partnership for the organic, vegan and gluten free drink as it focuses on bringing Good Energy through authentic engagement with its Canadian audience.


The annual championship tournament will take place in Ottawa, ON from August 10-14, showcasing four teams in a final four single-elimination tournament to determine the league champion. As the exclusive energy drink partner, GURU will be able to build brand awareness in the Canadian market around a comprehensive media plan that includes broadcast brand advertising and fun-filled activation opportunities such as a street festival, concerts, basketball events, and playful activities to engage the community.


With GURU’s values placed on strengthening relations with local communities and supporting them through various initiatives, a partnership with Canada’s pre-eminent professional league is well suited as the CEBL has a robust community relations strategy in each of its 10 major markets. The CEBL Championship Weekend five-day festival will be a great opportunity for GURU to bring its Good Energy to a growing number of Canadians who care about their health and wellness and getting energy from plant-based products filled with natural, energy boosting and functional ingredients.