The Canadian Olympic Committee has been making gigantic strides since 2010, and continues to leap forward by attracting some of the biggest brands in Canada. On the heels of announcing a four-year partnership with BMW GROUP CANADA last Friday, January 18/13, the COC then announced earlier this week an eight-year partnership with Canadian Tire Corp. Ltd (one of the largest sports partnerships ever undertaken in the country).
SO, WHAT’S UP?
In 2012, the Canadian Olympic Committee secured its first ever Canadian Marketing Association award for its “Give Your Everything” campaign, by far its most successful branding campaign to date. It included more than 100 Canadian Olympians and their coaches, featuring their hard work and dedication leading up to the London 2012 Games. Not only was this the largest and most integrated campaign the COC has ever implemented, it also sparked a new level of support and interest for Canadian athletes. This program has clearly elevated the COC brand making it a desirable partner for leading companies and brands.
There is no doubt that these partnerships with the COC will catapult these brands into a new limelight, one of excellence, performance, national pride and a deeper tie to sports. The sense of community and support across Canada has flourished and it’s incredible to see Canadian corporations and athletes so receptive.
BMW GROUP CANADA
BMW Group Canada officially joined the roster as the official luxury automotive partner of the Canadian Olympic Team for Sochi 2014 and Rio 2016.
“The BMW Group, a company focused on performance and innovation, is the perfect partner for the Canadian Olympic Team, whose athletes strive for peak performance in every competition,” said Eduardo Villaverde, president and CEO, BMW Group Canada. “Our two organizations share many of the same beliefs and values, and we believe working together will bring tremendous benefits to both of our teams. Over the next four years, we look forward to creating innovative programs that provide substantial financial support to Canadian athletes. Our retailers look forward to this as well; they will be a major force in our overall contributions and programming. At the same time, we know that our associates and customers will be mightily engaged in this partnership, as well.”
“The COC is delighted to welcome this amazing corporation as an official National Partner of the Canadian Olympic team and look forward to driving together towards an even more exciting future for our Canadian athletes,” says Marcel Aubut, President of the Canadian Olympic Committee.
Partnering with BMW Group Canada is a perfect fit, as they stand for excellence and high performance. With any athlete, they aspire to achieve the same goals in the sport and in life.
Canadian Tire, evolving their competitive strategy, moved into a position where they could play a major role in helping Canadian families and amateur athletes succeed. This long-term investment has proven their commitment to spurring on Canada’s champions, as they have been giving Canadian athletes their start in sports for over 90 years. The eight-year partnership with Canada’s Olympic Team and commitment to Amateur Sport in Canada is the largest ever.
The deals consummated include new and expanded partnerships with the Canadian Soccer Association, Skate Canada, Hockey Canada, Alpine Canada Alpin, Canada Snowboard and the Canadian Paralympic Committee.
Canadian Tire’s Sponsorship activation is reported to include an expansive new grassroots “Learn to” series by Canadian Tire and “Skills Development” series by Sport Chek and Sports Experts. These programs are designed to significantly grow participation and competition in skating, hockey, soccer, skiing and snowboarding.
Additionally, a new national employment program will benefit elite Canadian athletes with flexible work schedules to support training.
Lastly, Canadian Tire’s goal is to inspire Canadians by promoting Canadian athletes year-round in marketing and advertising across Canadian Tire, Sport Chek, Sports Experts and Mark’s.
All aspects of the deal are designed to inspire Canadians and encourage lifelong healthy and active living through the ‘power of sport’. Canadian Tire and Canadian Tire Jumpstart Charities also plan to work with Own the Podium and the Canadian Olympic Foundation to help more kids get in the game. The Canadian Tire Family of Companies will also be announcing new athlete sponsorship agreements in 2013, supporting Canada’s best and brightest up and coming talent.
Sochi 2014 is not too far off. It’s been three years since Vancouver 2010 and I’m looking to see some gold medal podium marketing from these esteemed partners.
To view the official release of the BMW and COC partnership announcement, please click here.
To view the Canadian Tire and COC partnership video, please click here.
To see the eight “Give Your Everything” digital shorts, and other content, please visit: www.olympic.ca/videos.