Companies Showing Late Interest In Sponsoring Vancouver Games

VANOC Has Surpassed Its Original Revenue Target With Late Interest From Companies

With just two months remaining until the Vancouver Games begin, "phone lines to VANOC have been humming with calls from companies scrambling to get on board the Olympic express at the last minute," according to Rod Mickleburgh of the GLOBE & MAIL. VANOC Exec VP & Deputy CEO Dave Cobb said that the "late interest has resulted in organizers going 'well past' their original revenue target" of C$760M in domestic sponsorship dollars, "with more on the way." VANOC is "now in the unexpected position of having to say no to corporate wannabes." Montreal-based engineering and construction firm SNC-Lavalin Inc. was announced yesterday as an official supplier of the Games. Cobb said that he "expects to announce at least one other corporate sponsorship in the days ahead." He added VANOC does not "intend to shut our door until Feb. 12," when the Games officially begin. Mickleburgh notes VANOC last year was "forced to launch a frantic round of cost-cutting and scaling down plans to cope with the sudden economic downturn." There were "major worries that sponsors already signed up would have to renege on their commitments." Meanwhile, sales of C$285,000 Olympic luxury packages -- "which stalled as soon as the recession hit -- have also taken off." Cobb: "We've now sold 40. We've got 10 left, and we expect to be able to sell them" (GLOBE & MAIL, 12/15).

FASHION FORWARD: The CP's Brenda Bouw reported Vancouver-based Lululemon Athletica, which sells Yoga athletic apparel, launched a new clothing line yesterday "paying homage to a 'Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011.'" The company, "known for its cheeky marketing campaigns, insists the campaign is about patriotism, not ambush marketing of the 2010 Winter Olympics." Lululemon Athletica Dir of Community Relations Eric Petersen said that the company "did its research and isn't breaking any Olympic marketing rules." Bouw noted the apparel consists of hooded sweatshirts -- which "come in various colours representing Canada, the United States, Germany and Sweden" -- as well as T-shirts and hats (CP, 12/14).