Sponsorship roundup
By Adnews Staff
Tennis Canada has formed a multi-year sponsorship agreement with Dairy Farmers of Canada. According to the organization, the deal represents the largest Canadian grassroots sponsorship for the sport of tennis. The focus of the agreement will be a national public service campaign called "Everyday Champions." The campaign will highlight people who enjoy both tennis and milk products. These people will be described in a series of television ads, on the Internet and at the Rogers Cup tournaments in Toronto and Montreal. In addition, promotional materials will be distributed at 590 tennis clubs, schools and events in Canada. Promotional workers will also attend various events to distribute information. Dairy Farmers of Canada will also be a sponsor of both Rogers Cup events and the title sponsor of the Everyday Champions Stanley Park Open in Vancouver. "The life-long benefits of tennis and the importance of consuming milk products is a perfect marriage," said Michael Downey, president and CEO of Tennis Canada. "We are proud of the countless Everyday Champions in tennis communities across Canada and look forward to providing participants with enhanced tennis programming and nutritious milk products."