The Lincoln Navigator Cup drives awareness with a made-for-TV golf event  

More than a launch an ownable brand property 

The Lincoln Navigator Cup wasn’t just a golf event, it became a category-defining brand experience. Airing on July 1, directly following TSN’s Free Agent Frenzy, the tournament captured national attention and created a platform Lincoln can build on year-after-year. 

With integrations across Bell Media properties, custom promos in English and French, and behind-the-scenes storytelling that deepened consumer engagement, the execution demonstrated the scale and creativity possible when media, production, and talent unite under one vision. 

Key highlights 

• End-to-end execution: concept, production, reporting, distribution in English and French 
• 9-hole tournament produced by TSN Brand Partnerships 
• Custom promos featuring TSN and RDS talent as tune-in trailers 
• Behind-the-scenes Making of the Rivalry storytelling video 
• Amplification across Your Morning, Bell Media channels, and paid social campaigns 

Creativity + Scale = Lasting Impact

• The Lincoln Navigator Cup demonstrates how automotive launches can move beyond the traditional brandsell. By creating an entertainment-driven, ownable property amplified across Bell Media’s platforms, Lincoln boosted awareness, captured consumer attention, and established an annual brand moment. 
• When ambition meets execution, Bell Media delivers end-to-end solutions that drive cultural relevance, measurable outcomes, and long-term brand equity.