Ed Sheeran Partners with Canadian Firm for Global Loop Tour

Pop superstar Ed Sheeran has teamed up with the Laval-based company Show Canada for his highly anticipated Loop Tour, which kicked off in New Zealand in January 2024. This collaboration marks a significant moment for the Quebec entertainment and engineering firm, which has been involved in major projects since its founding in 1999, including contributions to the Vancouver and Sochi Olympics.

The project began in April 2023, requiring a dedicated team of approximately 50 professionals who worked tirelessly to design and build the intricate stage setup. Before the equipment was shipped to New Zealand, Sheeran visited the company’s headquarters in Laval, where he interacted with the team responsible for the stage design.

Martin Lévesque, Chief Operating Officer of Show Canada, expressed the excitement felt by his team during Sheeran’s visit. “He spent a day with us here in the shop with all of our workers,” Lévesque said. “It was a big thing for everyone who had been working hard on this to finally have Ed Sheeran in our factory, using the actual equipment that we’ve designed and engineered and built. It was a huge thing.”

Show Canada’s Legacy in the Industry

Show Canada has established a reputation for delivering high-quality engineering and entertainment solutions on a global scale. Lévesque emphasized that the company has developed a unique expertise over the years, largely influenced by the success of Cirque du Soleil, which also originated in Quebec.

“We were kind of born at the same time as Cirque. We grew with them. We had no choice but to adapt to what Cirque was doing,” he noted. This adaptability has allowed Show Canada to thrive in an industry that demands innovation and creativity.

Upcoming Tour Stops and Fan Engagement

As the Loop Tour progresses, it is set to make a stop in Canada this August. However, fans in Quebec will need to travel to Toronto’s Rogers Centre to see the spectacular stage in person, as no Montreal dates have been scheduled at this time.

With this collaboration, Sheeran not only showcases his global reach but also highlights the talent and capabilities of the Quebec arts and engineering community. As the tour continues, Show Canada’s involvement underscores the potential for local firms to play a pivotal role in international entertainment projects, affirming that Quebec talent can indeed shine on the world stage.