On-stage, Paradox Customs had a basketball game activation. It provided custom gaming PCs for the Fan Zone, where fans played 2v2 Call of Duty: Warzone matches. Paradox Customs sold four PCs at the Major, which it said was a company record for a live event. TD Bank gave away custom Toronto Ultra T-shirts to all fans who attended Championship Sunday, was the presenting partner for the “TD Zone” VIP hospitality area, and did a fan zone activation called “TD Move of the Match” in which four fans would get moved to a special seating zone and get Ultra swag, food and drinks, and sit in TD green chairs. Additionally, it’s working with sneaker artist Shea Coughlan for a custom Toronto Ultra vest, painting it at the event.
Nobis provided clothing for host Camille Salazar-Hadaway (including a tactical vest and a bucket hat, and the clothing company also presented a championship vest, gave all players and coaches an Oasis Classic Flat Top bucket hat, and a trivia contest for one of those hats for fans).
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It also put on a light show on the main screen, with a QR code fans could scan for prizes. It also provided fiber internet for the event, along with sponsoring a fan zone with premium seating and giveaways (OverActive said seating here sold out first).
It was the presenting partner for OverActive Media’s insiders breakfast. When it comes to sponsor activations, Bell was the lead partner for the Major. And the organization’s content creators streamed from partner booths.
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On social, the Ultra ran giveaways for a Paradox Customs PC and a Nobis vest. Bell, EPOS, Scuf, and TD got logo placements on broadcasts. The Ultra had several marketing activations with their partners. The Ultra had an extensive list of sponsors for the Toronto Major: Bell, EPOS Kraft Dinner (Kraft Macaroni & Cheese to those outside Canada), Nobis, Paradox Customs, Red Bull, Scuf Gaming, TD and Zenni Optical. Nobis showed off vests at the Call of Duty Major in Toronto. Peak viewership was 100,000 for the third-round match between the LA Thieves and OpTic Texas, with 1.5 million hours watched in total. The CDL also provided some viewer numbers. We are confident that Toronto Ultra Major III helped move the needle in terms of the future of sports, media and entertainment, and in showcasing how the company can authentically connect with today’s generation of fans.” “This was the greatest expression of our Toronto Ultra brand from start to finish - hosting teams at the Toronto Blue Jays game, the quality and size of the production onstage, the ancillary events, player receptions, fan engagement, media access. OverActive intended to set a new standard for esports events, and believe we were able to do just that.”Īs hosts, the Toronto Ultra led the process for venue selection, production, ticket sales and marketing, partnership sales and engagement, front-of-house production, staffing and associated logistics.Įsports Engine worked with the Ultra on producing the broadcast, and Toronto-based Waveform worked with the Toronto team on stage, lighting, and front-of-house production. “OverActive media has been looking forward to hosting a LAN event since launching, but due to COVID restrictions, 2022 was the company’s first opportunity. “As the first-ever Call of Duty League event held in Canada, this was a big deal for the wider esports community,” said OverActive Media Chief Commercial Officer Alyson Walker to Sports Business Journal over email. So even though the Ultra didn’t win, coming in third, it was a significant moment for the Canadian esports industry.
The Ultra said it had approximately 2,000 fans each day, with sellouts Saturday and Sunday. The Toronto Major ran from June 2-5 at the Mattamy Athletic Centre, and it was the first Call of Duty League ever held in Canada. The Call of Duty League’s Toronto Major wrapped up Sunday with the Seattle Surge defeating FaZe Clan 5-3, but it was also a victory for the Toronto Ulta, OverActive Media’s entry in the league and the event’s host, and sponsors such as Red Bull, Bell, and Kraft Dinner. The Toronto Ultra came in third at the Call of Duty Major in Toronto.
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