April 4 - Canada's seven National Snow Sports Organisations have joined to form a new marketing organisation in the hope of providing widespread commercial success and to "provide partners with a deeper value proposition and broader storytelling opportunity".
Alpine Canada, the Canadian Freestyle Ski Association, Canada Snowboard, Cross Country Canada, Biathlon Canada, Ski Jumping Canada and Nordic Combined Canada form the new organisation, known as the Snow Sports Consortium.
The consortium has entrusted the TwentyTen Group - who secured over $200 million (£132 million/€156 million) in less than three years for its sponsor property clients - with the task of developing strategy and building a portfolio of corporate partners.
"The seven sports and their athletes who make up the Snow Sports Consortium epitomise Canada's love of winter sport through exemplary effort and performance; for that reason their collective story offers an unprecedented marketing and communications channel for brands seeking deep and authentic conversations with Canadians." said TwentyTen Group founder and managing partner, Andrea Shaw.
"We are excited to be charged with helping to harness this opportunity."
Shaw was formerly the vice-president of sponsorship sales and marketing at Vancouver 2010, leading he team that generated over $760 million (£501 million/€591 million) in sponsorship revenue and playing a leading role in the longest domestic Torch Relay in Olympic history.
Max Gartner, President of Alpine Canada, said: "Alpine Canada is excited to be part of this innovative new approach, which will provide great value to corporate partners.
"The Snow Sports Consortium's ability to combine its impressive roster of athletes and the unique events we host will offer our partners something that hasn't been available before in winter sports.
"Most importantly, we hope it will help Canada's snow sports to provide consistent funding for generations to come and enable our young athletes to chase their dreams."
Canada finished top of the overall medals table at Vancouver 2010 with a total of 26 medals, 14 of them gold, and are predicted to challenge for first place again at Sochi 2014.
World champion and multiple X Games gold medalist freestyle slopestyle skier Kaya Turski also spoke optimistically of the formation of the consortium.
"I'm really happy to see the Canadian snow sports all coming together to increase awareness and support for our athletes." she said.
"We have so much talent on the snow in this country, I hope this initiative will give corporate Canada the goods it needs to get behind our athletes and help us make our way to the top of the podium,"
The partnership between the consortium and the TwentyTen Group will run through to the 2018 Winter Olympic and Paralympic Games, which will take place in Pyeongchang,.
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