Sponsorship roundup
By Adnews Staff
RBC has signed a sponsorship agreement with Canada's Olympic Broadcast Media Consortium for the Vancouver 2010 Olympic and Paralympic Winter Games. The agreement makes RBC the consortium's exclusive sponsor in the financial institution products and services category. It will include brand integration into the consortium's English and French television, radio, print and digital properties leading up to and during the 2010 games. "This partnership is one of the most integrated and robust media sponsorship agreements ever in Canada for an Olympic Games," said Keith Pelley, president of the consortium. "The customized package includes an activation program that helps RBC meet its objectives by leveraging all CTV and Rogers media assets and platforms."