DanoneWave to sponsor Rogers Cup
Dairy company DanoneWave Canada of Boucherville, QC has signed a sponsorship agreement with the Rogers Cup tennis tournament in Montreal. The company will use the sponsorship to promote its Oikos brand of Greek yogurt. The product will be offered as a "more nutritious" meal or snack to spectators and staff at the event's concession stands, corporate suites, media room and other locations. A mobile sampling program will also take place at the competition. In addition, influencer activities will take place in a suite at the venue on Aug. 9 and 10. The sponsorship also includes exposure of the TennisCanada.com website and social media activities on the brand's Facebook page.
Digital work for the promotion is being conducted by Mirum, while social media activities are being managed by Carl. Media work is being done by Carat, while National Public Relations is handling PR. The product sampling will be conducted by Celsius Communications.
"This partnership reflects our commitment to celebrating the benefits of a healthy, active lifestyle while giving consumers the opportunity to discover our products in an exciting new environment," said Pedro Silveira, president of DanoneWave. "Although DanoneWave has a longstanding association with sport through programs like the Danone Nations Cup youth soccer tournament, tennis is a new territory for us in Canada, and we believe that now is the right time to seize this opportunity."