Canada Games

Canada Games

May 06, 2009 10:00 ET

The Canada Games Announce The Look Company and Columbia Sportswear as Longer-Term Partners

CHARLOTTETOWN, PRINCE EDWARD ISLAND--(Marketwire - May 6, 2009) - The Canada Games Council (CGC) and the 2009 Canada Games Host Society today announced a ten-year partnership with The Look Company, and an extension of the Canada Games, Games-time partnership with Columbia Sportswear.

With this agreement, the Look Company, known internationally for their over 11-years experience in providing flags, banners, fence fabric, fascia, hardware and event graphics to large multi-sport events, will become the official look supplier to the Canada Games and will produce all branded signage for Canada Games events. The value of products and services being provided to the Canada Games until 2017 will be over one million dollars.

Also at the event, Columbia Sportswear, a Games-time sponsor of the 2001 and 2007 Canada Games, was celebrated for once again partnering with the Canada Games by providing their world-class merchandise to the almost 5,000 athletes and over 5,000 volunteers.

"The Canada Games family is thrilled to count these two well-respected organizations as Canada Games sponsors," said Sue Hylland, President and CEO, Canada Games Council. "The Look Company's branded signage will take the look and feel of the Games to a new level, and the merchandise provided by Columbia Sportswear is highly valued by all participants at Games time."

The Look Company, who have branded the look at major international games including the 2001 IAAF World Track and Field Championships, 2002 XVII Commonwealth Games, 2006 Asian Games, and the 2003 Special Olympics World Summer Games, will work with the Canada Games to produce a seamless branded look and feel for the Games starting with the 2009 Canada Summer Games in Prince Edward Island this August. Currently, final signage maps are in design stages.

"We are pleased and honoured to sign this agreement with the Canada Games," said Ed Burke, CEO, The Look Company. "This long-term partnership will give us an excellent opportunity to work with all stakeholders to grow the Canada Games Look program. We are also quite excited to launch our agreement with the 2009 Canada Summer Games in Prince Edward Island and look forward to the Opening Ceremonies on August 15."

Columbia Sportswear will continue their support of the Canada Games by outfitting the 2009 Games volunteers in Omni-Shade™ sun protective clothing, while Games athletes, coaches and managers will receive a Columbia backpack. The volunteer uniform, a Columbia shirt and jacket combination, was unveiled in Charlottetown recently to a warm reception and was on display at the event.

"The Canada Games is a great venue which brings together our young athletes to develop the skills, both social and athletic, to be leaders in our country. We are very proud to have the opportunity to support the Games and be a part of this national experience for the athletes, coaches, managers and volunteers," said Jeff Timmins, Marketing Manager, Columbia Sportswear Company

In addition to the uniforms and backpacks, Columbia Sportswear Company is also the presenting sponsor of the canoeing and kayak event, will take place on the South West River as well as co-sponsor of the cycling events which include the individual time trial and road race portions taking place in the Evangeline Region, the points criterium component along the Summerside waterfront, and cross country at Brookvale Winter Activity Park.

The Canada Games are a key step in the development of Canada's next generation of national, international and Olympic Champions. While Prince Edward Island may be Canada's smallest province, Islanders are no strangers to hosting large-scale regional, national and international sporting events and are famous for their warm hospitality. The 2009 Games will be the first and only Province-wide Games in their history, a fact that has not been lost on the corporate community.

"The Look Company and Columbia Sportswear are both companies known for their quality and integrity," said Joseph Spriet, President of the 2009 Host Society, "This partnership will add credibility and prestige to the look of the Canada Games. The commitment and dedication of this partnership is invaluable."

The announcement comes at an important time when the Canada Games Council and the current Prince Edward Island 2009 Canada Summer Games and the 2011 Canada Winter Games in Halifax are celebrating individual Games partners, but also leveraging sponsorships longer-term and building multiple Games partnerships. Today more than ever, new opportunities exist for sponsors wishing to engage for the long-term.

About The Look Company

Today's national and international sporting, cultural and corporate events have evolved into avenues for powerful branding opportunities for nations, federations, corporations and even products and services. The Look Company elevates these events and brands, bringing them to life as engaging brand destinations.

Look, an emerging and distinct discipline in the world of branding, is the coordinated creation and expression of a brand personality at a particular destination. Look is about identifying and realizing the best opportunities to express a brand in the most effective and compelling way within an environmental context.

As the original and world leader in the Look industry, The Look Company embraces a fully integrated, turnkey approach to creating and implementing world class expressions that captivate, excite and interact with spectators and participants at large events; and consumers and clients in the retail and commercial environment. The Look Company transforms a brand's immediate environmental canvas, typically surrounding cityscape; and creates memorable experiences that inspire and engage.

Established in 1998 in Barrie, Ontario, The Look Company has studios and facilities in Barrie, Ontario, Edmonton, Alberta, Johannesburg, South Africa and Doha, Qatar. Our team of experts is dedicated to designing, producing and implementing always engaging Look programs.

About Columbia Sportswear

Founded in 1938 in Portland, Oregon, Columbia Sportswear Company is a global leader in the design, sourcing, marketing and distribution of active outdoor apparel and footwear. As one of the largest outerwear manufacturers in the world and a leading seller of skiwear in the United States, the company has developed an international reputation for quality, performance, functionality and value. The company manages a portfolio of outdoor brands including Columbia Sportswear, Mountain Hardwear, Sorel, Montrail and Pacific Trail. To learn more about Columbia, please visit the company's website at

About the Canada Games

Held once every two years, alternating between summer and winter, the Canada Games represent the highest level of national competition for the next generation of national team athletes and future champions. The Games have been hosted in every province at least once since their inception in Quebec City during Canada's Centennial in 1967. The Games are proud of their contribution to Canada's sport development system in addition to their lasting legacy of sport facilities, community pride and national unity. Since the first Games more than 100,000 young athletes, coaches and managers have participated in the Canada Games.

The organization of the Canada Games is made possible through the tireless dedication of the local Host Society, the contribution and support of the federal, provincial/territorial and host municipal governments and the Canada Games Council. The 2009 Canada Games will take place in Prince Edward Island August 15 - 29, 2009 and the 2011 Canada Games will be held in Halifax, Nova Scotia.

Contact Information

  • Canada Games Council
    Patrick Kenny
    Director of Marketing and Communications
    (613) 295 7160