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Athletics Canada announces partnership with C&C

**Press release from Athletics Canada**

On the heels of the incredible achievements of our national team at the 2019 World Athletics Championships in Doha, Qatar (5 medals, 15 top 8 finishes, 9th overall in country standings) Athletics Canada and Cimoroni & Company are pleased to make their own exciting announcement to support the sport’s continued growth.

Athletics Canada and Cimoroni & Company have teamed up with the goal of expanding the portfolio of Athletics Canada’s official partners and supporters. These partner brands will be able to realize the benefit of the expansive reach and impact of track and field, cross country and road running in Canada. Cimoroni & Company will work closely with Athletics Canada to build integrated partnership opportunities, inclusive of CBC Road to the Olympic Games broadcast assets, digital platforms, social content, event, and grassroots programming. In 2020, there is a unique opportunity for partners to be involved in the Olympic & Paralympic Trials where the team heading to Tokyo 2020 will be decided. The IAAF has also announced changes to its uniform regulations allowing the inclusion of sponsor logo(s) on uniforms for all World Athletics Series events.

“Athletics Canada is thrilled to procure the services of Cimoroni & Co. to help build our partnership portfolio. I have had the privilege of working with Dan Cimoroni for almost 20 years, he is undoubtedly one of Canada’s most strategic property and athlete sponsorship experts. His experience in building partnerships for the Vancouver 2010 Olympic Broadcast consortium allows him to enjoy strong relationships with most of the Olympic/Paralympic sponsors in Canada, which Athletics Canada is confident will help boost our partnership portfolio. We are confident that Dan and his team at C&C will provide great direction, expertise and value to Athletics Canada.” – David Bedford, CEO, Athletics Canada

“Our captivation with athletics is shared by many. The broad reach of AC’s programming, compelling storylines, and incredible athletic achievements offer an attractive platform for brands to engage with Canadians.” – Dan Cimoroni, CEO & Founder, Cimoroni & Company

Both organizations invite interested parties to get in touch to discuss what an Athletics Canada partnership could mean for their business.


Athletics Canada is the national sport organization for track and field, cross country and road running. Its purpose is to support high performance athletics excellence at the world level and provide leadership in developmental athletics. Athletics Canada is a not-for-profit, charitable organization operating under a Board of Directors elected by provincial/territorial members.

ABOUT Cimoroni & Company

Cimoroni & Company is a strategy & sales group that has built a respected reputation based on connecting brands with high profile talent and properties; providing strategic counsel and leading complex negotiations. Throughout our history, we have developed effective sponsorship marketing, media, and branded content solutions for clients in Canada and abroad.


Athletics Canada

Mathieu Gentès

Chief Operating Officer

Cimoroni & Company

Adam Ward

Director, Strategy

See FR version of announcement:

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