Canadian snow sports join forces to create unique sponsorship platform

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Chris Dornan

March 28, 2013, Vancouver, BC (ISN) – Canada’s seven National Snow Sport Organizations have formed a marketing consortium to attract corporate partnerships and they have hired one of the country’s premier strategic marketing agencies to help them do it.

Alpine Canada, the Canadian Freestyle Ski Association, Canada Snowboard, Cross Country Canada, Biathlon Canada, Ski Jumping Canada and Nordic Combined Canada have joined forces to create a new sponsorship platform to capitalize on their collective successes and provide partners with a deeper value proposition and broader storytelling opportunity.

The Snow Sports Consortium has selected the TwentyTen Group as its agency of record to develop strategy and go to market to build a family of corporate partners. The firm has a proven record in strategic marketing and sponsorship, having secured more than $200 million in less than three years for its sponsor property clients.

Referring to Canada’s record of tremendous success in winter sport, Andrea J. Shaw, founder and managing partner of the TwentyTen Group, said,”The seven sports and their athletes who make up the Snow Sports Consortium epitomize Canada’s love of winter sport through exemplary effort and performance; for that reason their collective story offers an unprecedented marketing and communications channel for brands seeking deep and authentic conversations with Canadians. We are excited to be charged with helping to harness this opportunity.”

“Alpine Canada is excited to be part of this innovative new approach, which will provide great value to corporate partners,” said Max Gartner, president of Alpine Canada. “The Snow Sports Consortium’s ability to combine its impressive roster of athletes and the unique events we host will offer our partners something that hasn’t been available before in winter sports. Most importantly, we hope it will help Canada’s snow sports to provide consistent funding for generations to come and enable our young athletes to chase their dreams.”

Sharing this view is Cross Country Canada executive director Davin MacIntosh, who added, “There is no question financial partners are critical to delivering international medals. We look forward to working with our snow sport partners to attract additional corporate relationships that will not only continue to help our elite athletes achieve excellence, but will also allow the next generation of athletes to access the resources they need to realize their full potential.”

World Champion and multiple X Games gold medalist freestyle slopestyle skier Kaya Turski was equally optimistic about the benefits of collaboration. “I’m really happy to see the Canadian snow sports all coming together to increase awareness and support for our athletes. We have so much talent on the snow in this country, I hope this initiative will give corporate Canada the goods it needs to get behind our athletes and help us make our way to the top of the podium,” said the Montreal native.

The partnership with the TwentyTen Group extends through to the 2018 Olympic and Paralympic Winter Games.

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