Toronto-based Canada's Olympic Broadcast Media Consortium has signed a sponsorship agreement with McDonald's Restaurants of Canada for the Vancouver 2010 Olympic Winter Games. According to the consortium, this deal will give the restaurant chain "a magnitude and reach never matched by an Olympic rights-holder in this country." The agreement makes McDonald's the consortium's exclusive sponsor of the 2010 Games in two categories: hamburger quick service restaurant and breakfast food quick service restaurant. "The breadth and depth of our assets give us the unique ability to create a comprehensive and integrated business solution to meet McDonald's core objectives," said Keith Pelley, president of the consortium. "McDonald's will share the spirit of the Games through a multimedia advertising campaign designed to reach consumers through both traditional and non-traditional channels and draw the connection between the values of the McDonald's brand and those of the Olympic Games," said Brian O'Mara, chief marketing officer at McDonald's Canada.