Sponsorship roundup
By Adnews Staff
Mining company Rio Tinto Alcan has extended its sponsorship of the Montreal International Jazz Festival to 2015. The two organizations will also establish a music-themed educational program that will encourage young people to stay in school. "This sponsorship extension is a demonstration of our commitment to the social and economic vitality of Montreal, our home town," said Jacynthe Côté, chief executive of Rio Tinto Alcan. "It demonstrates Rio Tinto Alcan's determination to ensure that the true cultural treasures of the city of Montreal and the province of Quebec continue to flourish."
Bridgestone Canada and Bridgestone Americas Tire Operations have renewed their sponsorship of the National Hockey League, the National Hockey League Players' Association and the Hockey Hall of Fame. Under the terms of the deal, the Bridgestone brand will be the official tire of these organizations for the next five years. Bridgestone will also be the title sponsor of the NHL Winter Classic outdoor game and the presenting sponsor of the Mark Messier NHL Leadership Award. In addition, the company will have access to the league's trademarks for use in its promotional materials, and will have brand exposure during a number of events conducted by the league, the association and the Hall of Fame. "Bridgestone has been a remarkable partner for the league," said Keith Wachtel, senior vice-president of corporate sales and marketing at the NHL "Their renewal and commitment to NHL hockey for the next five years is validation of the league's ability to provide corporate partners with activation platforms that reach a fast-growing, highly desirable demographic."