2022-05-05
Brands race to offer luxurious experiences at the 2022 Kentucky Derby
Each year in Louisville, the Kentucky Derby brings together unique cultures, experiences, food and entertainment — making it a must-attend experience for swaths of consumers and many major brands. This year's event will feature new brand activations of all kinds, from gold-clad mint juleps retailing for $2,500 a pop to an elaborate display of 7,000 red roses to showcase BMW's all-electric i7.“Everyone wants to attend the Kentucky Derby once in their life,” says Casey Ramage, vice-president of marketing and partnerships for Churchill Downs Racetrack. “We are a sophisticated, indulgent celebration.”Throughout Derby Week, the racetrack sees an influx of different personalities all mingling together and taking in the festivities. Over 300,000 fans are expected on-site throughout the week with over 150,000 to be on-site during what's often referred to as 'the greatest two minutes in sports.' Derby-goers come from all walks of life, ranging from college graduates celebrating in the infield to marquee celebrities dressed to the nines. The event combines fans' passion for the sport with entertainment, food, and drinks in a one-of-a-kind atmosphere.“The Derby serves as a great melting pot for everyone,” says Ramage. “You have hours to spend with your friends and make new ones in the process. For us, it’s great to hear the stories afterwards whether it’s people getting engaged or getting jobs from the connections they interact with. It’s an honor to host this party.”This week, Churchill Downs and the Kentucky Derby are back to full capacity for the first time in two years. Coming out of a global pandemic, the Kentucky Derby is positioning itself once again as a grand event. It’s a party atmosphere mixed with the cultural legacy the event conjures up. This year’s Derby has been in preparation since last year’s event. With everything in full swing, it has perpetuated innovative growth from a partnership standpoint.With gates opening at 10:00 am and the Derby Race commencing close to 7:00 pm, it allows plenty of time for attendees to mix it up with the different activations on hand. Partners are placing a premium on hospitality with elements incorporated throughout the event and within viewing parties around the world.Presenting partner Woodford Reserve is going all-in on the legacy surrounding the Derby. The bourbon brand created 130 silver-plated cups and 18 gold cups in honor of the Derby’s 148th anniversary. Each cup has been designed to house the signature mint juleps for which the Derby is famous. The recipe draws upon the French connection of the Derby’s home, as Louisville, Kentucky is named after King Louis XVI. Priced at $2,500 for gold cups and $1,000 for silver, all proceeds will be donated to Old Friends Farm, a horse farm where thoroughbreds can retire peacefully.The brand will also host existing activations through its Woodford Reserve Bar. At 95 feet, it holds the distinction as the longest bar in the commonwealth of Kentucky. It’s an exercise in brand affinity as Woodford Reserve’s goal is to get their customized bottles within each of the estimated 3 million Kentucky Derby parties around the world.“Our partners are raising the bar,” says Ramage. “It’s not trying to place a square peg in a round hole. Everything is authentic in what we do. Same with our partners and with our fans. Whether they are here at the Derby or attending a Derby party, they want the authentic, genuine experience.”New partners are also in the mix. BMW, the Kentucky Derby’s new luxury auto partner, will be out in full force with its first public showcase of their all new electric BMW i7. Tying the theming of the i7, 7,000 red roses will be featured near the vehicle for a dashing look.Luxury appliance company Monogram will bring the luxurious food element into focus. They’ve tapped celebrity chef Marcus Samuelson to prepare a globally-inspired culinary experience on-site at the Derby as part of NBC Sports’ Derby Day coverage on NBC and Peacock.Red Bull brings a newfound energy to the spectacle. Congregating in the infield section of the racetrack, the energy drink giant will serve as home to the Red Bull DJ Stage. This weekend, music will be bumping amid their tasting tents.Apparel brand Homage provides a casual look for attendees. Through streetwear inspired clothing, the look and feel borrows from the owner’s experience of growing up around the race track.Taking in the family atmosphere that the Derby creates, official Kentucky Derby partners are known to make introductions to each other and grow together throughout the week. Jackson Family Wines, which will host a Derby party on Saturday, has invited fellow partners Ford and TwinSpires to join in on their activations.“Our core value at Churchill Downs is hospitality,” says Ramage. “We live to make people happy and our partners happy. We have a 147 year-old brand. We consistently harken back to how we look at our partners and the decisionmaking in how we work with them.”The Churchill Downs team has taken a collaborative approach in this year’s event. It's also setting its eyes on the future. The Kentucky Derby’s 150th anniversary is just around the corner, in 2024. In what will serve as a unique celebration and experience, a $185-200m project to reinvigorate the Paddock area. It will continue to build upon the event’s historic nature as the longest continuously held sporting event in the US.“My favorite part is seeing the joy on everyone’s faces,” says Ramage. “To be able to host this big party is something to take a lot of pride in.”Source: https://www.thedrum.com/news/2022/05/05/brands-race-offer-luxurious-experiences-the-2022-kentucky-derby?utm_campaign=Newsletter_Daily_US&utm_source=pardot&utm_medium=email...
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2022-05-04
Levelling the Playing Field: Heineken Commits to Tackling Gender Bias Within Football
Today Heineken® revealed a new direction for its sponsorship in football, making its entire football campaign across both the men's and women's game about tackling gender bias affecting both players and fans of the sport.   With two-thirds of women in football having experienced gender discrimination*, Heineken® is on a mission to evolve its sponsorships in the sport to address the uneven playing field when it comes to gender by highlighting some of the ways that women are unfairly treated. Heineken®'s first move in correcting the gender bias is to address inaccurate statistics present across the internet that are often the source of the prejudice. In a forward-thinking move that challenges the algorithms and search mechanics of key websites, Heineken® is today unveiling Fresher Football – a new webpage in partnership with GOAL that provides correct responses to the most popular questions asked online about the UEFA Champions League, where answers tend to overlook key data around the women's game. The aim of Fresher Football is to encourage search engines and fan sites to recognise, amend and their current information to the accurate answers, regardless of gender. To achieve this Heineken® is committing to intercepting online searches, buying key AdWords around popular football questions, and correcting the current answers with accurate statistics based on the men's and women's game, allowing female achievements in football to be celebrated and not forgotten. Link to the Heineken® Fresher Football website: https://www.goal.com/story/fresherfootball/ To further support its mission in tackling inclusivity in football, Heineken® have created a new TVC and Digital campaign, entitled Cheers to All Fans, Men Included, highlighting the misconception that you must be a man to be a football fan. From sneaking to the bathroom during a date and checking the score, to screaming loudly with their friends in the living room, Cheers to All Fans, Men Included features men and women fans throughout, rewriting the stereotype and showing the reality that gender doesn't dictate someone's passion for football. Link to the Cheers to All Fans, Men Included: https://www.youtube.com/watch?v=0m85z3mzVxQ  In addition to the above acts and ads, Heineken® will be partnering with its first women football ambassador with its partnership with English football legend and broadcaster, Alex Scott. Scott, who was a part of Arsenal's 2007 UEFA Women's Cup winning team, will feature within Heineken®'s marketing collateral alongside current brand ambassador, Thierry Henry to promote the importance of equality within the sport. Link to the Alex Scott and Thierry Henry video called 'The Greatest Goal': https://www.youtube.com/watch?v=15Dd28i2QGc&feature=youtu.be  Alex Scott, Heineken® Ambassador says: "What I love about football is that it brings people together from all walks of life. Everyone has a right to take part in the sport they love, whether they're a fan or a player. At the end of the day, sport is sport, and no one should be left out. That's why I'm excited to work with Heineken® to challenge the stereotypes, football should be for everyone." Bram Westenbrink, Global Head Heineken® Brand, says: "Heineken® is a brand for the fans and we've always been passionate about bringing people together to celebrate the things they love. Now, on our journey to improve inclusivity in football through our sponsorships, we're committed to ensuring the sport is a safe and welcoming space for everyone." Nadine Keßler, UEFA's Chief of Women's Football, says: "We are delighted to see our long-standing partner Heineken® taking a bold stance with their campaign to support women's football. UEFA has set up the UEFA Women's EURO and UEFA Women's Champions League competitions to not only showcase the best of the women's game but to engage the next generation of players and fans. Heineken®'s campaign will help promote the importance of equality in the sport and we look forward to supporting them with their movement." Heineken® has been a partner of the UEFA Women's Champions League and UEFA Women's EUROs since 2021, when the brand made the decision to mirror its men's and women's sponsorships across both football and motorsport. SOURCE Heineken ...
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2022-05-04
The Future of Food: BMO Hosts Leading Farm to Market Conference in New York
17th annual conference will cover industry leaders from public and private companies across the full spectrum of the food value chain, including agribusiness, fertilizer, ag chemicals, food and beverage, cannabis, retail distribution, grocery and restaurant sectors BMO Capital Markets is hosting its 17th annual Global Farm to Market Conference on May 18th and 19th, 2022 in New York. This year's conference will gather leaders from a range of businesses involved in the food chain and feature thematic panel sessions, company presentations, fireside chats and one-on-one meetings. All businesses across agriculture and the food chain, from crop inputs to food service, have experienced volatility since the start of the pandemic, made worse by the war in Ukraine. At this event, companies, analysts and investors will discuss how companies are responding to higher commodity prices and rising inflation, shifting consumer behaviors, elasticity of demand, food security concerns, supply chain challenges and workforce issues. At the same time, ESG continues to be a priority as growers figure out how to monetize more sustainable farming practices and better integrate with the downstream food supply chain. Key topics also include how companies will deploy the current influx of cash created by higher profitability and high demand to fuel future growth and return cash to shareholders, along with how companies managing through the challenging inflationary and supply environment will balance strategic planning for the short and long terms. BMO hosts and analysts Ken Zaslow (Food & Agribusiness), Joel Jackson (Fertilizer and Chemicals), Kelly Bania (Food Retail & Distribution), Andrew Strelzik (Restaurants and Beverages) and Tamy Chen (Cannabis) will address these and other relevant topics for an audience of institutional investors, financial sponsors and company attendees. Senior executives from more than 70 companies leading agribusiness, fertilizer, ag chemicals, food and beverage, cannabis, retail distribution, grocery and restaurant businesses will discuss important industry trends. Participants include: The Andersons (ANDE)Archer Daniels Midland (ADM)Bayer (BAYN)BHP (BHP)Bunge (BG)Cal-Maine Foods (CALM)CF Industries (CF)Corteva (CTVA)FMC (FMC)General Mills (GIS)Kroger (KR)Kura Sushi (KRUS)Nutrien (NTR)Pilgrim's Pride (PPC)Tyson Foods (TSN)Zevia (ZVIA)News media who would like to receive a copy of the agenda or arrange an interview with BMO analysts at the conference or online are asked to contact BMO Media Relations using the contact details below. (Note: Not all speakers will be available to media at the conference. Details will be provided upon registration.) ...
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2022-05-03
Monster Energy Named as Official Energy Drink Sponsor of the 2022 Lucas Oil AMA Pro Motocross Championship
The longtime supporter of the dirt bike racing community brings its 'Lifestyle in a Can' to the prestigious 12-round USA-based motocross series The energy drink globally associated with professional motocross racing – Monster Energy – was named as the Lucas Oil AMA Pro Motocross Championship's Official Energy Drink sponsor. "It's fitting, given Monster Energy's massive commitment to motocross racing that we continue our great relationship with the sport as the presenting sponsor of this year's Lucas Oil AMA Pro Motocross Championship." said Dan McHugh, Chief Marketing Officer for Monster Energy. "Monster Energy's absolute and unwavering commitment to the sport of motocross was established in 2002, and we've partnered with not only all of the premier race series over the years, but with countless professional and amateur racing teams and individual racers around the world." Monster Energy's marquee presence at motocross events has been well-established for some two decades. With the addition of the Lucas Oil AMA Pro Motocross Championship to its sponsorship roster and as Monster Energy AMA Supercross title sponsor as well as being a prolific sponsor in the MXGP Motocross World Championship, Monster Energy now sponsors all of the premier off-road motorcycle series with the world's greatest riders and will aim to strengthen the sport not only in North America but throughout the world.   Along with the Monster Energy AMA Amateur National Motocross Championship (aka "Loretta Lynn's"), the list of national, as well as global, motocross and dirt bike-related events that are backed by Monster Energy is second to none in the energy drink industry. And beyond the professional and premier amateur events, Monster Energy's core involvement with amateur motocross – down to the grass roots local track level – has developed such a loyal following with the motocross faithful that the company's glowing M-claw logo rightfully earned the compassion and respect of having the sport's back for 20 years now. "We are very happy to have Monster Energy as the 'Official Energy Drink' of our series, it's a natural fit. The fan base at the Lucas Oil AMA Pro Motocross Championship is right in Monster Energy's wheelhouse," said Davey Coombs, President of MX Sports Pro Racing. "If ever an energy drink was designed for the American motocross crowd, it's Monster Energy. True to the sport, bold, aggressive in its stance – Monster Energy sits atop the podium as the energy drink of record for motocross." Activation at the 12-round series will feature Monster Energy's iconic, ground-pounding, swag-filled event rig, overflowing with ice-cold Monster Energy drinks for Nationals fans on those hot, summer motocross racing days. In addition to its presenting sponsorship with Lucas Oil Pro Motocross this summer, Monster Energy also backs the Monster Energy Kawasaki factory team; Monster Energy/Pro Circuit/Kawasaki factory team; Monster Energy Star Yamaha Racing factory team; And a number of racers, including Chase Sexton (Team Honda HRC).   Up Next The opening round of the 2022 Lucas Oil Pro Motocross Championship, sanctioned by AMA Pro Racing, takes place on Saturday, May 28th, with the running of the Fox Raceway National in Pala, California. Further information, including ticket sales, is available at www.promotocross.com ...
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2022-05-03
The Sporting Life 10K returns in-person to Toronto on May 8, with net proceeds supporting Campfire Circle, for kids and families affected by childhood cancer
Announcing two exciting developments: The return of the Sporting Life 10K, a premier Canadian 10K running event on Sunday, May 8 (Mother's Day), down Yonge Street in TorontoCelebrating the return this summer of in-person summer camp and community programs for Ontario kids with cancer and their families at newly renamed CAMPFIRE CIRCLE (formerly Camp Ooch & Camp Trillium)Now in its 22nd year, the Sporting Life 10K returns as an in-person (plus virtual) event in Toronto, with 100 percent of net proceeds going to Campfire Circle, supporting kids and families affected by childhood cancer. Since 2000, the Sporting Life 10K has raised over $23 million for Campfire Circle, enabling thousands of children affected by cancer to experience the magic of camp. With over 10,000 runners, walkers and strollers participating in-person on May 8, and an additional thousand participating virtually from May 8-31, the Sporting Life 10K will be the premier running event in Toronto since the start of the pandemic in 2020. "We're looking forward to safely welcoming everyone back to the Sporting Life 10K, marking this Mother's Day as the first time in two years where we can all be at the starting line on Yonge Street again. The SL10K is an iconic, special event for us and for all the runners who have made an impact over the last 22 years, and a tradition for many Torontonians. This year, we enhanced our safety measures to make sure this is a safe and enjoyable event for everyone," said Chad McKinnon, President of Sporting Life. "We're proud to be able to continue to support Campfire Circle's wonderful camp programs for kids and families affected by childhood cancer, and we thank all of our partners and everyone who has supported the run year after year." As of May 2, 2022, the event has already raised $1 million in donations for Campfire Circle, with the charitable organization hoping to surpass $1.5 million by Mother's Day. These funds will fuel Campfire Circle's year-round efforts to bring healing through happiness with camp-inspired programs in hospitals, in the community, online and at overnight camp. "Thanks to the support of our incredible Sporting Life 10K partnership, participants, donors and sponsors, we are bringing back in-person overnight camp again this summer. We continue to connect with families on the day their children are diagnosed through our in-hospital programs, and support them throughout their cancer journey," says Alex Robertson, CEO of Campfire Circle. "This event also gives us the opportunity to celebrate our new name with supporters in-person for the first time, and remind them that while we've changed our name, we haven't changed what we do—we're still bringing camp-inspired programs to kids and families." There's still time to register for the event at http://www.sportinglife10k.ca. ...
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2022-05-03
Wounded Warriors Canada announces TC Energy as presenting sponsor of the National Ride for Mental Health
Wounded Warriors Canada (WWC) is thrilled to announce TC Energy as the presenting sponsor of the National Ride for Mental Health (RMH). From coast-to-coast, hundreds of riders will join the Ride for Mental Health Presented by TC Energy to bring awareness to the unique mental health needs of our Canadian Armed Forces members, Veterans, First Responders, and their families. Registration is open! Sign up to prioritize your mental health while raising much-needed funds in support of WWC's mental health services. Whether you ride in a group or on your own, whether you ride from the comfort of your home or out on the open road – it doesn't matter where or how you join – let's come together on Aug. 20 to make a lasting difference for the people serving on our front lines.  "We are incredibly excited to announce TC Energy as the presenting sponsor of our National Ride for Mental Health. As a longstanding partner, TC Energy's generous sponsorship will ensure all participant fundraising directly supports our life-changing mental health programs, at a time when our services are needed more than ever before," Scott Maxwell, Executive Director of WWC.  One of the biggest barriers to progress is the mental health stigma. For Canadian First Responders and active Soldiers, trauma can occur any day on the job – and while we know the challenges and tragic impact mental health injuries have on these individuals and their families, they receive very little support. The statistics present a stark reality for our country and highlight a need for action. 90 per cent of First Responders will be exposed to hundreds of potentially traumatic events throughout their careers. 44.5 per cent of public safety personnel screened positive for a mental health condition from a 2017 study. 20 per cent of spouses of Veterans with PTSD showed signs of depression and 40 per cent of children of Veterans with PTSD showed signs of anxiety. Through our ongoing partnership, TC Energy helps reduce the stigma of mental health and contributes to building strong, resilient communities. "TC Energy is honoured to be the presenting sponsor for the Ride for Mental Health, and I am personally proud to work for a company that prioritizes mental health and is committed to breaking down the associated stigmas in our communities. Whether you have experienced mental health illness directly or indirectly, the impacts can affect us all. Like so many Canadians, my family has experienced the consequences of mental illness and I know firsthand the hurt and pain it can cause. It's important we talk about it – it's okay not to be okay. I look forward to riding alongside many of my colleagues and giving back to this important cause," shares John Mikkelsen, Director, Power Business Development, TC Energy. SOURCE Wounded Warriors Canada ...
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2022-04-28
Kentucky Derby adds BMW as first luxury auto sponsor
BMW has signed on as the first luxury vehicle sponsor of Churchill Downs and the Kentucky Derby, which will be run May 7.The deal includes the “official luxury automotive partner” designation, vehicle displays at Churchill Downs’ main entrance and at the red carpet area, along with presenting sponsorship of the American Turf Race that day, with branded horse saddle towels, pony rider jackets and finish line, winner’s circle and starting gate signage. The automaker also gets a presence at the “Taste of the Derby” culinary event on the Thursday before the Derby.BMW will be using the sponsorship to showcase its new 7 Series, which start at around $95,000, and includes the i7 EV. “We feel it’s a good fit, because the Kentucky Derby is a unique combination of sports, luxury, fashion, and performance, like BMW,” said BMW North America VP/Central Region Broderick McKinney. He said the deal was for this year’s Derby and will continue based on results. As is the case with all experiential marketing for auto brands, lead generation and data capture are paramount. Genesco Sports Enterprises will be activating the deal for the carmaker.The other auto sponsor of the Derby and Churchill Downs is Ford, which since 2020 has held rights for non-luxury vehicles, including “official truck” designation for its F-150 (Ford has two manufacturing plants in the Louisville area).New Derby sponsors include Florists' Transworld Delivery (FTD) -- more than appropriate for the “Run for the Roses" -- and GE’s Monogram high-end appliance brand, which will do a culinary event. There’s also a renewal for Woodford, which has been “official bourbon” since 1999 and the race’s presenting sponsor since 2018. Woodford’s new assets include title to a 95-foot-long bar in the new Homestretch Club, said to be the longest bar in the state.Churchill Downs VP/Marketing and Partnerships Casey Ramage said ticket demand for the Derby is “very high,” adding that sponsorship revenues were “not quite back” to pre-COVID levels, but “trending in the right direction.”Source: https://www.sportsbusinessjournal.com/SB-Blogs/Newsletter-Marketing/2022/04/26...
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2022-04-28
Johnsonville becomes Official Sausage Partner of Golf Canada
Golf Canada is proud to announce a new partnership with Johnsonville that will see the company become the Official Sausage Partner of Golf Canada and its two signature events – the RBC Canadian Open and the CP Women’s Open.The partnership positions Johnsonville as the exclusive supplier of sausage products – including their signature bratwurst – at Canada’s National Open Golf Championships beginning in 2022.Spectators at the RBC Canadian Open and CP Women’s Open will also enjoy sampling new and sensational flavours from one of North America’s leading sausage brands at the Johnsonville Trailer within the Recipe Unlimited Fare Way food and beverage experience.“We are very pleased to welcome Johnsonville’s globally renowned products as the Official Sausage Partner of the RBC Canadian Open and CP Women’s Open,” said John Sibley, Chief Commercial Officer of Golf Canada. “Golf fans will be treated to a premium food and sampling experience, and we look forward to this partnership enhancing the summer-fun festival vibe across our two flagship properties.”Johnsonville has remained committed to excellence since its inception in 1945. For the 77-year-old organization, partnering with the National Sport Federation is an opportunity to showcase their signature products to an engaged golf audience at two of Canada’s premier sporting events.“Our brand has always been one to bring family and friends together around good food and good times – at backyard barbeques and sporting events of all kind. We’re proud to bring golf fans our delicious Johnsonville bratwurst at Golf Canada events and serve as the official sausage of the CP Women’s Open and RBC Canadian Open” said Brad Martin, Managing Director of Johnsonville Canada.The 2022 RBC Canadian Open will be held June 6-12 at St. George’s Golf & Country Club in Toronto, Ont. with nearby Islington Golf Club as the official practice facility. The CP Women’s Open will be contested August 22-28 at Ottawa Hunt & Golf Club in Ottawa, Ont....
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2022-04-28
B Capital-Backed Crypto Exchange Zipmex Partners With Australian Football And Rugby Teams
Zipmex, a Southeast Asian crypto trading platform, has joined forces with teams from Australia’s A-League Men soccer league and National Rugby League to strengthen its foothold in the country, following $52 million in total funding over the years from investors including Singapore billionaire Eduardo Saverin’s B Capital Group.Zipmex announced on Monday that it would team up with the National Rugby League’s Penrith Panthers, the defending national champions, as well as the A-League Men’s Central Coast Mariners, the two-time national champions.As part of the partnerships, Zipmex said it will host educational workshops at the games to improve crypto literacy on a regular basis. The Singapore-based company will also offer fans giveaways of digital coins and non-fungible tokens (NFTs) involving players from the National Rugby League.“It is Zipmex’s primary goal in 2022 to expand our cross-dimensional presence–real world and metaverse–in Asia Pacific and explore different ways to engage with current and potential users,” said cofounder and CEO Marcus Lim.Last August, Zipmex raised $41 million from the likes of the venture capital arm of Thailand’s Bank of Ayudhya, as well as Bangkok-listed Plan B Media and Master Ad. That was followed by an additional $11 million investment in March by B Capital, the investment firm led by Facebook cofounder Eduardo Saverin, Bain Capital veteran Rajarshi Ganguly and legendary investor Howard Morgan. Zipmex said the fundraising valued the company at “mid-hundred million.”Established in 2018, Zipmex offers crypto trading and investment services in Thailand, Indonesia, Singapore and Australia. The company said it has attracted more than 2 million users. It processed roughly $21.7 million of spot trades over a 24-hour period as of April 25, according to tracker CoinMarketCap.Last year, Zipmex said it had forged a partnership with Visa to launch a payment card. The company has also recently jumped on the metaverse bandwagon by collaborating with Thai tycoon Paiboon Damrongchaitham’s GMM Grammy entertainment conglomerate to launch a virtual concert on Decentraland, a blockchain-based game that allows players to build a virtual world.Source: https://www.forbes.com/sites/jonathanburgos/2022/04/25/b-capital-backed-crypto-exchange-zipmex-partners-with-australian-football-and-rugby-teams/?sh=3823da6c722f...
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2022-04-28
Empire Expands Partnership With Tennis Canada, Unveils Sobeys Stadium in Toronto
2022 National Bank Open to be hosted from Sobeys Stadium in Toronto and IGA Stadium in MontrealEmpire and Tennis Canada are thrilled to announce an exciting expansion of their partnership, unveiling Sobeys Stadium in Toronto. Sobeys Stadium will host one of the top tennis tournaments in the world, the National Bank Open presented by Rogers, which is played annually in Toronto and Montreal. This August, the women’s event will take place at Sobeys Stadium in Toronto, and the men’s event will take place at IGA Stadium in Montreal.“We celebrate Tennis Canada for the tremendous work they do to advance tennis, making it more accessible across Canada. We are proud to be their partner and host both sites of the National Bank Open, in Toronto and Montreal,” said Erika DeHaas, Vice President of Marketing Communications at Sobeys Inc. “We are one of the biggest supporters of sport in Canada, and building on our success in Montreal with STADE IGA, we know these stadiums create a great opportunity for us to connect with fans, cheer on Canada’s champions and fuel the passion for the game.”The Sobeys Stadium name is official today and the Sobeys brand will be highlighted throughout the entire stadium. Voilà by Sobeys is the official “in seat ordering experience” at Sobeys Stadium, delivering food to fans directly to their seats. Beyond tennis, Sobeys Stadium is a multipurpose sports and entertainment complex, spread over 15 acres and located in York, just north of Toronto.“We are so thrilled to grow our partnership with Sobeys and the Tennis Canada family,” said Michael Downey, President and CEO, Tennis Canada. “Sobeys shares our values and commitment to making tennis more accessible for families across Canada and we will unveil exciting programming to support this in the coming weeks. Their support will help us accomplish the mission that we established for our facility in Toronto, which is to give youth access to quality facilities and encourage more young people to pick up a racquet and play.”“I’m incredibly excited about the clinics that will benefit from Sobeys’ support. The impact that large investments like this have on our sport, especially in terms of greater access, is needed and invaluable. Creating a space for younger players to gain exposure and an appreciation for tennis will help continue to grow the sport across Canada for many years to come,” comments Daniel Nestor, 12-time Grand Slam Doubles Champion and Olympic Gold Medalist.A natural extension of Sobeys commitment to the powerful connection between food, family and sport, this partnership with Tennis Canada will celebrate with Canada’s top tennis athletes and create local child and youth tennis programming. Sobeys will continue to collaborate on new grassroots programs to support the growth of tennis in Canada and create more opportunities for families to connect on the court....
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