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CBC/Radio-Canada, Petro-Canada Fuelling Athletes Excellence with Red Carpet Event

It’s about keeping the Olympic conversation going year-round, with sport coverage, community programming, and athlete storytelling across all CBC Sports platforms.


CBC/Radio-Canada and Petro-Canada welcomed Canadian athletes and Olympic competitors to a red carpet event in Toronto over the weekend, for the first annual FACE summit.

Petro-Canada’s Fuelling Athlete and Coaching Excellence (FACE) program support athletes in their quest for personal achievement and competitive accomplishment. CBC is partner to the initiative with a multi-platform media campaign developed to connect fans to athletes and program participants.

Representatives from the CBC, Canadian Olympic Committee (COC), Canadian Paralympic Committee (CPC), Petro-Canada, as well as several athletes, were invited to attend.

Activities kicked-off Friday evening with a welcome address from CBC sports anchor Andi Petrillo. The summit resumed on Saturday morning with CBC’s Scott Russell and Radio-Canada’s Marie-José Turcotte giving opening remarks, followed by a keynote address from Olympian and former FACE program beneficiary Mark Tewksbury.

CBC Sports’ new multi-platform media program, Road to the Olympic Games, will act as a central hub in building awareness of FACE.

Road to the Olympic Games is CBC Sports' multi-platform program that combines a weekly TV show, a microsite on cbcsports.ca, and the CBC Sports app for iOS and Android devices, presenting a comprehensive look at Canada's elite high-performance athletes on their journey to the top of the podium.

Road to the Olympic Games is CBC Sports’ multi-platform program that combines a weekly TV show, a microsite on cbcsports.ca, and the CBC Sports app for iOS and Android devices, presenting a comprehensive look at Canada’s elite high-performance athletes on their journey to the top of the podium.

Beginning in January, Canadians will be introduced to all 2015 Petro-Canada FACE recipients during the Road to the Olympic Games programming, and will be able to learn about each FACE recipient via individual profiles found on cbcsports.ca.

The multi-year agreement extends beyond Rio 2016 leading into the PyeongChang 2018 Olympic Winter Games.

CBC/Radio-Canada has been working alongside Petro-Canada’s agencies, TBWA, lead creative agency, along with OMD, who is overseeing the media partnership.

Since 1988, Petro-Canada has provided financial grants to more than 2,700 of Canada’s top athletes and their coaches through the FACE program.

Now, the first annual FACE Summit will gather all 2015 FACE recipients at CBC Headquarters in Toronto to celebrate achievements so far, and target more Olympic greatness in the future.

At the Sochi 2014 Olympic and Paralympic Winter Games, for example, there were more than thirty previous FACE recipients competing and contributing to Canada’s overall medal count.

“This unique partnership with Petro-Canada showcases our ability to create customized and multi-platform solutions for our partners,” said Mike Armstrong, director, sports & digital innovation marketing, CBC/Radio-Canada Media Solutions, adding that it will allow CBC to profile the long-term commitment that Petro-Canada has made to Canadian Olympic hopefuls and coaches.

Road to the Olympic Games is CBC Sports’ multi-platform program that combines a weekly TV show, a microsite on cbcsports.ca, and the CBC Sports app for iOS and Android devices, presenting a comprehensive look at Canada’s elite high-performance athletes on their journey to the top of the podium.

It’s about keeping the Olympic conversation going year-round, with sport coverage, community programming, and athlete storytelling across all CBC Sports platforms.

”We felt there was an opportunity to bring Canadians a more in-depth story about our FACE recipients,” added Marc Goodman, director, loyalty & strategic partnerships, Suncor. “Through a collaborative effort we worked with the CBC/Radio-Canada team to develop a unique, multi-platform approach that will take our Olympic and Paralympic media to a new level.”

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  1. […] Coming the same week as word of Stremlaw’s newest appointment, CBC/Radio-Canada welcomed Canadian athletes and Olympic competitors to its headquarters in Toronto for the first annual FACE summit. […]

  2. […] building on the success of the first annual Summit in 2015, a concept that was developed by the CBC & Radio-Canada Media Solutions group in collaboration […]

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