CBC/Radio-Canada announces broadcast partnerships for the Toronto 2015 Pan Am and Parapan Am Games

June 5, 2015

Partners announced today include CIBC, Chevrolet, Atoma, Loblaws, Hotels.com, and more
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CBC/Radio-Canada today announced eight broadcast partners for the upcoming TORONTO 2015 Pan Am/Parapan Am Games, including: CIBC, Chevrolet, Atoma, Loblaws, OLG, Esso, Maytag, and Hotels.com. These partners will be highlighted throughout CBC/Radio-Canada’s coverage of TORONTO 2015 through various integrations on TV, online, and through the CBC Sports App featuring Pan Am Games coverage, presented by CIBC.

“We've had tremendous support from our partners,” said Jim Kozak, senior director marketing at CBC/Radio-Canada Media Solutions. “It's great to see the growing support for high-performance athletes on their journey to the podium by both Canadians as well as corporate Canada. The integrations with our partners showcase the evolution of content marketing as well as our ability to contribute to driving our partners’ business objectives.”

CIBC’s integrations into CBC/Radio-Canada’s coverage of TORONTO 2015 will bring the Games to life with a mix of athletic and cultural content. CIBC is the lead partner of the TORONTO 2015 Games:

  • CIBC Team Next celebrates a new generation of Canadian athletes, through robust broadcast and digital content
  • CIBC Mentoring Greatness, a rich digital experience, provides Canadians with the chance to connect with athletes, fostering mentorship and enabling a two-way conversation centered around planning, thinking, and feeling great
  • Feature series, PANAMANIA, also presented by CIBC, will focus on the diverse cultures and artistic excellence of Ontario, Canada, and the Americas, through online and TV segments regarding music, theatre, dance, visual arts, and fashion
  • The CBC Sports App, featuring unprecedented coverage of the TORONTO 2015 Pan Am/Parapan Am Games, presented by CIBC, will showcase more than 600 hours of live streaming, as well as on-demand video, instant results, and the latest news from the Games
  • CIBC Pan Am Day in Canada, a national celebration on June 13, will officially kick off CBC’s 2015 Pan Am experience, including a network special hosted by Scott Russell on CBC-TV

Chevrolet’s branded content series, Chevrolet Possibilities, will tell the stories of the hometown support that has helped Canadian athletes throughout their journey to the Pan Am Games. Chevrolet Volunteers, a parallax website featuring CBC-Chevrolet Social Ambassador storytelling, will allow users to follow a select group of Pan Am Games volunteers via social media, as they go through the selection process, training, and ultimately get to work helping make the Pan Am Games run.

Atoma, supporting their health and wellness positioning, will leverage a segment called Performance of the Day, highlighting the most outstanding moment from each day’s competition.

Additional key sponsors with commitments for co-branded promotional work include Loblaws, OLG, Esso, Maytag, and Hotels.com.

About CBC/Radio-Canada

CBC/Radio-Canada is the official broadcaster of the TORONTO 2015 Pan Am/Parapan Am Games in Canada and will provide Canadians with more hours of coverage than before – including unprecedented coverage of the Parapan Am Games – through an extensive multiplatform approach. The Pan Am Games run from July 10-26, 2015, while the Parapan Am Games take place August 7-15, 2015 in Toronto and the Greater Golden Horseshoe Area.

The Pan Am/Parapan Am Games is the world’s third-largest international multi-sport games and Toronto 2015 will be the largest multi-sport games ever held on Canadian soil. In keeping with the magnitude of the event, CBC/Radio-Canada will broadcast nearly 750 hours of coverage over the course of the Pan Am and Parapan Am Games across TV, online and mobile platforms. This year’s event marks the first time that the Parapan Am Games will be televised in English and French in Canada.

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