SBD/July 3, 2013/Marketing and Sponsorship

Molson Coors Increases, Extends Sponsorship Deal With Canadian Olympic Committee

Molson Coors has "renewed and strengthened its agreement with the Canadian Olympic Committee for the next four years, which will take the deal through Sochi 2014 and Rio 2016," according to QMI AGENCY. The deal includes an initial C$10,000 "donation to the Canadian Olympic Foundation, a significant contribution toward helping athletes with their final push to get to Sochi, Russia for the Olympic Winter Games next February, and will continue to benefit athletes financially throughout the life of the agreement." Molson Coors has been "elevated to the level of Official Supporter of the Canadian Olympic Team." COC CEO Chris Overholt said, "The level of continuing support on the part of our marketing partners for our Olympic team has just blown us away. It’s really record-setting in every regard." Molson Coors Senior Dir of Public Affairs Gavin Thompson said that it is "especially important for sponsors to get behind the Olympic team right now." He added, "The fact that it’s going to be overseas in 2014 and 2016 means it’s going to be quite a drain on financial situations. We want to make sure we get behind the ones that have the greatest needs" (QMI AGENCY, 7/2).
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