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Molson, a partner of Team Canada, is proud to introduce a new campaign to support an unheralded – but critical – group who massively contribute to our country's success at the Games – the parents of Team Canada athletes.
In fact, according to a report from Canadian Sport Science, research has shown that it takes a minimum of 10 years and 10,000 hours of training for gifted athletes to achieve the highest level of competition, translating into approximately three hours of training or competition daily. For the majority of these training sessions and competitions, parents are there cheering on and supporting their children every step of the way.
Molson is showing appreciation for the parents of Team Canada athletes by signing them to endorsement deals. The "Sponsor The Parents" initiative will feature nine parents from across Canada, providing them with perks such as paid contract signings, a role in a commercial, coverage of their journey on Molson's social media channels, and a complimentary Molson beverage.
"We're proud to support the foundation of Team Canada athletes – their parents – at the upcoming Paris Olympic Games, " says Kara Fitzpatrick, Marketing Director, Molson™ & Economy Brands. "We wanted to do something meaningful to support the families of athletes who have worked impossibly hard in the background, providing endless support and energy to help get their kids to the biggest stage in sports. Launching Sponsor the Parents is an incredible way to give these parents a bit of the spotlight they so richly deserve."
The campaign will sponsor parents of athletes from across Canada from a variety of sports, including:
- Tony & Fiona Di Stasio, parents of Justina Di Stasio, a wrestler from Coquitlam, British Columbia
- Joe & Rachelle Clay, parents of Zachary Clay, a gymnast from Chilliwack, British Columbia
- Travis & Susan Wog, parents of Kelsey Wog, a swimmer from Winnipeg, Manitoba
- Lynda South-Simoneau, mother to Jacqueline Simoneau, a synchronized swimmer from St. Laurent, Quebec
- Nancy Tan & Michael Yang, parents of Brian Yang, a badminton player from Richmond Hill, Ontario
The campaign is brought to life with both video and still assets, supported by OLV, social and Connected TV, including CBC Gem. Localized OOH ads in Toronto, Vancouver and Montreal (in close proximity to the parents’ hometowns) will also be on display.
Agencies behind Sponsor The Parents campaign?
- Agencies -
- Brand - Molson Coors Beverage Company
(click on the link to view the agency's Vendor Directory listing)
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