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Ion America to sponsor Snow Sports Canada
Vancouver-based Snow Sports Canada has signed a promotional agreement with Ion America. Ion produces compact digital video cameras primarily intended to be worn on the bodies of athletes to capture point-of-view footage. The company is preparing to enter the Canadian market.
As part of the multi-year agreement, Ion will become the official camera of Snow Sports Canada. The company's products will be used by technical staff and coaches from various Canadian winter sports organizations to provide review video and performance feedback.
Snow Sports Canada is a recently-formed umbrella group comprising seven Canadian winter sport organizations. Its purpose is to support the development of winter sport in Canada and to offer joint sponsorship options to international brands. This is the organization's first sponsorship deal.
"Ion is all about innovation and a desire to differentiate themselves, so breaking new ground in Canada with this partnership is a perfect match," said Bill Cooper, chief operating partner of TwentyTen Group, agency of record for Snow Sports Canada. "The potential for engagement with consumers through Snow Sports Canada is extraordinary and Ion is the first to harness this opportunity. The sponsorship industry is changing rapidly. It is no longer sufficient to approach corporate partnerships without strategy, integrated activation and a powerful story-building platform by which to create a meaningful connection with consumers. Ion America is set to harness an incredible opportunity with Snow Sports Canada, and the timing couldn't be better with their athletes taking centre stage in Sochi in a matter of days."