CBC/Radio-Canada annouces Olympic media partnerships for the Sochi 2014 Olympic Winter Games

September 30, 2013

CBC/Radio-Canada is pleased to announce 17 confirmed Olympic media partnerships for the upcoming 2014 Olympic Winter Games in Sochi, Russia, including Visa, Samsung, P&G, Coca-Cola, Bell, Canadian Tire Corporation (parent company of Canadian Tire and Sport Chek), Air Canada, Suncor Energy and their retail brand Petro-Canada, Panasonic, Mondelēz Canada (makers of brands such as Oreo, Dentyne, and Cadbury) and additional media partnerships to be announced closer to Sochi 2014.

"We are excited and privileged to be working with such prominent organizations, and are looking forward to showcasing some innovative and exciting campaigns this February," said Alan Dark, general manager, CBC Revenue Group.

"The marketplace challenged us to demonstrate that we can work strategically alongside marketers to bring their multiplatform campaigns to life for all Canadians, and we've done just that," added Jim Kozak, director of Sales, Olympics and Sports Partnerships, CBC Revenue Group. "Many participation sales opportunities remain for advertisers wishing to be a part of the excitement of the 2014 Olympic Winter Games on CBC/Radio-Canada."

"Working with such an impressive group of partners presents several unique feature opportunities and integrations for our Olympic broadcasts that we're certain our viewers will enjoy," said Jennifer Dettman, interim executive director, studio and unscripted content, CBC. "Our world-class production team is creating a seamless presentation that provides a memorable viewing experience for our audience while simultaneously ensuring that our partner brands achieve their marketing objectives."

CBC/Radio-Canada is integrating Canadian Tire, Sport Chek and P&G's athlete relationships into broadcast and digital content and features. Tailored features are being built for all partners that align with their overall marketing campaign - resulting in a unified and integrated message. Alongside creating opportunities for product integration, CBC/Radio-Canada is working with dealer networks and key retail customers to engage them and generate excitement about their Olympic partnership.

"CBC/Radio-Canada has proven to be a sophisticated broadcast and online media partner and has helped us celebrate our brand positioning and put our athlete partners front and centre," said Duncan Fulton, Senior-Vice President for Canadian Tire and Chief Marketing Officer for Sport Chek. "Our teams have worked collaboratively to move well past a simple media buy and are deep into the development of custom animations, feature stories, a set for athlete interviews, tremendous online content and social media integration. These will be the most 'digital' Olympic games ever produced and CBC has made it easy to integrate online and on air execution."

"As we look at an athlete, we see the amazing mom who raised them," said Esther Benzie, VP Brand Operations. "P&G is proud to partner with CBC/Radio-Canada to tell the real stories of mom's role in an athlete's journey to the Olympic Winter Games through the Raising An Olympian series."

CBC/Radio-Canada is the place to be as we count down to Sochi 2014. With coverage across all platforms -- including TV, radio, online and mobile -- Canadians can connect with the biggest stories and the latest content whenever and wherever they want it. Through world-class storytelling and the best performance coverage available, CBC/Radio-Canada will introduce viewers to Canadian athletes poised to take on the world in 2014. Canadians can engage with CBC leading up to and throughout the Sochi 2014 Olympic Winter Games online in English at cbc.ca/olympics as well as on Twitter@cbcolympics (#cbcolympics) and at facebook.com/cbcolympics and in French at radio-canada.ca/olympiques and on Twitter at @RC_Sports (#RColympiques) and on Facebook at facebook.com/radiocanada.sports.

About CBC/Radio-Canada

CBC/Radio-Canada is Canada's national public broadcaster and one of its largest cultural institutions. The Corporation is a leader in reaching Canadians on new platforms and delivers a comprehensive range of radio, television, Internet, and satellite-based services. Deeply rooted in the regions, CBC/Radio-Canada is the only domestic broadcaster to offer diverse regional and cultural perspectives in English, French and eight Aboriginal languages.

For more information including series synopses, press releases, hi-res images, video clips and bios, please visit the CBC Media Centre at cbc.ca/mediacentre or Radio-Canada.ca/presse. Follow CBC's publicity team on Twitter @CBC_Publicity.

For additional information, please contact:
  • Canadian Tire Corporation
    Sarah Van Lange,
    Canadian Tire Corporation, Corporate Communications

    tel. 416-322-2659
    cel. 416-647-9582
  • Marc Pichette
    Director, Public Relations, Promotion and Partnerships, Communications
    tel. 514-597-4140
  • P&G
    Melissa Karis, P&G Communications
    tel. 416-730-5207
  • Renee Weekes
    Senior publicist, CBC
    tel. 416-205-2053
    cel. 416-729-7945

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