The countdown is on for the Toronto 2015 Pan Am and Parapan Am Games, which run July 10 to 26 and August 7 to 15, respectively. This is the first time that Toronto has hosted the multisport games, which have been held in Canada twice before (in 1967 and 1999, both times in Winnipeg). Since Toronto was awarded the games in 2009, organizers have secured $168.9 million in sponsorship revenue.
According to Alicia Diotte, marketing and communications manager for the organizing committee of the Toronto 2015 Pan Am/Parapan Am Games, “This is the most sponsorship revenue ever raised by a Pan Am/Parapan Am Games [by a] significant amount, which shows the support and interest corporate Canada has in supporting these games.”
There are, of course, multiple sponsorship levels. Approximately 37 companies will serve as "lead partners," "premier partners," and "official suppliers" of the games, while an additional 43 companies will be "proud supporters." And when the athletic competitions begin, brands will show their support and affiliation with activations ranging from plane wraps to custom medals and more. Here's a look at what some sponsors have planned.
Canadian Imperial Bank of Commerce
As the lead partner of the games, the personal and financial services company known as C.I.B.C. has been among the most visible sponsors. Leading up to the games, the company has served as the Community Partner of the Torch Relay, a 41-day event that began on May 30 and will bring the games' symbolic torch to more than 130 communities in Canada, employing 3,000 torchbearers and 60-plus modes of transportation. The relay wraps on July 10.
Additionally, C.I.B.C. is the presenting sponsor of "Panmania." Running July 10 to August 15, the 35-day festival will feature some 250 performances and exhibitions at venues throughout Toronto; events will be both free and ticketed and are intended to celebrate Canada's diversity and the culture and heritage of the Pan American region.
Throughout the run of the games, C.I.B.C. will host the C.I.B.C. Pan Am Park, which will encompass several sites and venues alongside Lake Ontario. The complimentary, family-friendly area will include seating and screens to let guests watch a live feed of the competitions. The space will also offer activities for kids, giveaways, and meetups with C.I.B.C. Team Next athletes, which is a group of 67 young athletes for which the company will provide $2 million of financial support, mentoring, and skill-development opportunities. Another sporty legacy program, dubbed "So All Kids Can Play," is a $1 million multiyear pledge to KidSport, a national program that helps give kids access to organized sports.
Off site during the games, the company will host the PrideHouse Toronto Pavilion at the 519 Church Street Community Centre. PrideHouseTO initiative seeks to engage Ontario's lesbian, gay, queer, bisexual, and trans communities during and leading up the games.
Cisco Canada
Last year on July 11, the games' official information and communications technology provider Cisco Canada unveiled a Toronto 2015 Countdown Clock in Nathan Phillips Square. The company also introduced an "I Can Learn" classroom program, which leverages the Pan Am Games to develop a curriculum that uses sports to introduce concepts of science, technology, engineering, and math (STEM). Teachers can register to teach the curriculum online, and will be given seventh grade student books, teacher resource materials, videos, and other materials to use in their classrooms.
The City of Toronto
In partnership with Interac Association, which develops electronic financial services, and produced by the City of Toronto, Summerlicious is an annual culinary event series that offers special prix-fixe tasting menus at Toronto restaurants. This year, in honor of the games, the City of Toronto has added an extra week to Summerlicious, which will be held July 2 to 26 and has 210 restaurant partners. There will also be a new ticketed culinary event series featuring five events inspired by the culture of the 41 nations that will participate in the games.
Esso and Aeroplan
Some companies also held contests to generate excitement for the games. For example, Canadians were given the chance to enter and win a trip to the Toronto 2015 Pan Am/Parapan Am Games every time they swiped their Esso Extra or Aeroplan card at participating Esso stations across the country between January 6 and March 30. The Esso brand is an official supplier of the Pan Am Games; Aeroplan is the official loyalty program supplier.
Royal Canadian Mint Alongside Barrick Gold Corporation
The Royal Canadian Mint and the Barrick Gold Corporation are both official suppliers of the Pan Am Games. In March, a pop-up display at the Royal Ontario Museum showcased Pan Am and Parapan Am competition medals, which will be awarded to athletes during the game. Designed and produced by the Royal Canadian Mint the medals incorporate materials from Barrick Gold Corporation. A special ceremony to unveil the medals took place on March 3; the medals were on display from March 14 to March 29. The Mint has also issued collector coins to commemorate the games.
Porter Airlines
Regional passenger carrier Porter Airlines is official Canadian airline of the games. On February 25, Porter Airlines unveiled Pan Am-branded plane wraps for its Bombardier Q400 aircrafts. The wraps, displayed on 26 planes, can be displayed together to create a pattern that represents the Toronto 2015 games motto, “United We Play.”
