September 30, 2013, CALGARY—Canada’s elite luge athletes will officially be going back up “For Sale” just minutes before the team’s first on-ice training session of the season at WinSport’s Canada Olympic Park in Calgary on Tuesday.
The Luge team will be seeking new corporate sponsorship and is holding a media conference in the men’s start house mid-way up the Olympic Track in Calgary on October 1 at 9 a.m. With For Sale stickers replacing corporate logos on the front of their helmets, the Canadian luge program will hold its first training session of the season immediately following the announcement.
Four years ago, in advance of the 2010 Olympic Winter Games, the Canadian Luge Association and its athletes headed to a community tobogganing hill with a number of Calgary-based youth to launch its world-unique For Sale campaign. Within hours, the team secured a five-year, $1 million deal – and its first-ever title sponsor – with an Alberta-based financial company.
The corporate support has since helped propel Canada’s luge athletes into World Championship and World Cup medallists, but most importantly the financial support has played a key role in strengthen the program’s development system, and as a result, a crop of Canadian stars have emerged onto the international luge scene including Tristan Walker, Justin Snith, Kim McRae, and Arianne Jones.
Unfortunately, after four years of lifting Canadian luge athletes onto the podium and celebrating historic results, the relationship has come to an end, and Canada’s luge athletes are now focused on finding a new group of corporate partners to share the journey to the podium in 2014 and well beyond.