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News Archive for Yoplait

NEWS 07.25.08 1:58 PM

Rogers Cup Secures Record Sponsorships

The Yoplait booth at the Rogers Cup
Photo: BizBash

Creating new partnerships and retaining sponsors like Rogers Communications—which just announced a three-year extension of its title sponsorship—is important for a sporting event like the Rogers Cup, according to Greg Wood, Tennis Canada's vice president of corporate sponsorships. “The key to our success this year is, number one, keeping our sponsors," Wood said this week. “We have been growing our sponsorship revenue for a long time. Since 2003 we’ve taken off. We’ve had 150 per cent growth in the last five years." According to Wood, the Toronto and Montreal tournaments will generate in excess of $17 million in sponsorship revenue this year. This year's Rogers cup wraps up at the Rexall Centre this weekend.

"Our biggest new pick up this year was the Dairy Farmers of Canada. They are a platinum partner at both [men's and women's] events," Wood said. The organization is also working with Tennis Canada on a grassroots program and national public service campaign called Everyday Champions. "It’s a marketing partnership where we’re promoting the healthy lifestyle of tennis and the health benefits of [dairy products]…there is a print campaign celebrating everyday tennis champions around the country and all of it culminates at the Rogers Cup with the Dairy Farmers of Canada Activity Centre at the event," he said. The centre includes smash tennis, mini tennis, sampling, and branding. MORE >>

Rogers Cup, Tennis Canada, Rogers Communications, Dairy Farmers of Canada, Mercedes-Benz, Emirates Airlines, State Farm Insurance, Desjardins, Aeroplan, Adidas, Rexall, UPS, Miele, 407 ETR, California Wines, Corona, Iris, PricewaterhouseCoopers, The Merchant of Tennis, American Express, Haagen-Dazs, Yoplait, Fiji Water, L'Oréal Paris Men Expert, Sunoco