U Sports hires IMG
U Sports, the national governing body for university sports in Canada, has retained IMG as its sponsorship agency. The firm will develop a sponsorship program for the organization and its 56 member universities, as well as 21 national championships, recreational facilities, intramural programs and varsity sports. The assignment also includes the four regional divisions of U Sports: Atlantic University Sport, Canada West, Ontario University Athletics and Réseau du sport étudiant du Québec. These groups operate approximately 80 championships annually.
"We are extremely confident IMG will help us open doors to Canadian businesses seeking opportunities to reach a young demographic living active lifestyles across the country," said Graham Brown, president and CEO of U Sports. "IMG's expertise and experience will ultimately provide U Sports with the necessary support to properly showcase the excellence of our members' sports programs and our student athletes, many of whom represent Canada internationally or as professional athletes. Today's announcement is a crucial component of the transition to a new business model initiated 18 months ago with the rebranding of U Sports."