Interactive viewing: Bell Media ramps up Shopsense AI shoppable TV tie up to include TSN

Bell Media’s partnership with Shopsense AI has expanded to include Canadian sports specialist, TSN.

A new online store delivers a curated shopping experience for viewers through Shopsense AI’s shoppable TV technology, beginning last week during the CFL ON TSN’s Friday Night Football. 

During TSN broadcasts, viewers scan an on-screen QR code to browse and purchase merchandise, including wardrobe items inspired by those worn by TSN personalities, CFL team gear, and road trip essentials. They can select the products they’re interested in, and are then redirected to the product website where they’re able to make a purchase. 

“With the expansion of our Shopsense AI partnership to include TSN, we’re continuing to redefine how viewers interact with Bell Media content,” says Matt McGowan, Senior Vice-President, Business Solutions, Bell Media. “This new collaboration allows sports fans to enjoy an interactive viewing experience, while we’re able to provide our clients with customised opportunities that connect them directly with TSN audiences.” 

The Detroit Lions have extended Jameson Williams on a 3-year contract worth up to $83 million, per @AdamSchefter. pic.twitter.com/ZfQrRi6G6R

— TSN (@TSN_Sports) September 7, 2025

“With the launch of the innovative new TSN Shop, we’re giving Canadian sports fans a unique and exciting way to connect with their favourite teams and TSN personalities,” says Shawn Redmond, VP, Bell Media Sports.

“This new partnership makes the TSN Shop the prime online destination for brands looking to reach fans across the country, debuting tonight in the CFL ON TSN, and soon expanding to include many more of the marquee sports properties that live on Canada’s sports leader.” 

The TSN Shop is set to expand across TSN’s marquee properties in the months ahead.

2025 RTIH INNOVATION AWARDS

Shoppable TV will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.