ðə kˈʌmpəniz pɹəmˈoʊʃənəl stɹˈæɾədʒi ɪŋklˈuːdᵻd ɛkstˈɛnsɪv spˈɑːnsɚʃˌɪp ʌv spˈoːɹɾɪŋ ᵻvˈɛnts ænd vˈɛnjuːz, ɪŋklˈuːdɪŋ pˈɜːtʃɪsɪŋ nˈeɪmɪŋ ɹˈaɪts tə ðə sˈɔːbəl spˈiːdweɪ ɪn sˈɔːbəl bˈiːtʃ, sˈɛvɹəl kəmjˈuːnᵻɾi ɚɹˈiːnəz ɪn tɚɹˈɑːntoʊ, ðə ɡɹˈænd pɹˈiː ʌv tɚɹˈɑːntoʊ ænd spˈɑːnsɚʃˌɪp əvə fˈɔːɹmjʊlə wˈʌn ɹˈeɪsɪŋ tˈiːm, æz wˈɛl æz ðə tɚɹˈɑːntoʊ ˈɑːɹɡənˌɔːts.
The company's promotional strategy included extensive sponsorship of sporting events and venues, including purchasing naming rights to the Sauble Speedway in Sauble Beach, several community arenas in Toronto, the Grand Prix of Toronto and sponsorship of a Formula One racing team, as well as the Toronto Argonauts.