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CBC/Radio-Canada signs 17 Olympic sponsors

CBC/Radio-Canada has signed 17 media partnerships for its coverage of the 2014 Olympic Winter Games in Sochi, Russia. Some of the participants include Visa, Samsung, Procter & Gamble, Coca-Cola, Bell, Canadian Tire, Air Canada, Suncor Energy, Panasonic and Mondelez Canada. Other will be announced at a later date.

According to the broadcaster, the sponsorships of Procter & Gamble, Canadian Tire and Canadian Tire subsidiary Sport Check will include integrated features intended to align with their overall marketing campaigns. These will include product integration, dealer network participation and retail activities.

"Working with such an impressive group of partners presents several unique feature opportunities and integrations for our Olympic broadcasts that we're certain our viewers will enjoy," said Jennifer Dettman, interim executive director of studio and unscripted content at CBC. "Our world-class production team is creating a seamless presentation that provides a memorable viewing experience for our audience while simultaneously ensuring that our partner brands achieve their marketing objectives."

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