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Sponsorship roundup

Coca-Cola Canada has signed an agreement to become a presenting sponsor of the 2010 Olympic Torch Relay. As part of this sponsorship, the company has introduced an initiative called the Torch Leadership Program. Under this program, 1000 individuals will have the opportunity to carry the Olympic Torch during the 2010 relay to Vancouver. The program is also intended to encourage young Canadians to adopt more active lifestyles. Not-for-profit fitness organization ParticipAction will design and coordinate the national community-based program. "The Torch Leadership Program will bring the Olympic values to life in communities across the country and encourage Canadians to make a lifelong commitment to active living," said Vince Timpano, president of Coca-Cola Canada. "By selecting Olympic torchbearers that personify and promote active living, we are sharing the Olympic spirit while inspiring people to embrace well-being." The relay is being managed by the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games.

Specialty channel World Fishing Network has signed an agreement making it the official television sponsor of the Canadian National Sportsmen's Shows. The channel will provide advertising and promotional support for the shows on-air and through its website. In return, the channel will occupy a booth at the events in Calgary, Edmonton, Ottawa and Toronto, as well as an on-site television studio at the Toronto show. The deal also includes naming rights to the main stage at the four shows. The channel will use the shows to conduct a number of contests and promotions. "As two of the premier leaders in the Canadian fishing industry, WFN's partnership with the Canadian National Sportsmen's Shows is a win-win for both companies and for fishing fans across Canada," said Christopher Doyle, vice-president of marketing for Insight Sports, the operating company of the channel. "The Canadian National Sportsmen's Shows are Canada's premier outdoor consumer events and we look forward to attracting new specialty channel subscribers and new registrants to our WFN Tour Bass Championships by strategically and effectively promoting our brand to the casual and avid angler."

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