Bell Canada 1st 2010 Olympics Sponsor

(ATR) Bell Canada has won the top sponsorship spot with the Vancouver 2010 Winter Olympics with a $200 million CDN deal, nearly half of which is cash.

While Bell Canada has been an Canadian Olympic sponsor for many years, this so-called "Premier National Partner" deal for the Vancouver Olympics is expected to give the company a major national boost.

Bell Canada won out over Telus, the Western Canadian telecommunications company that was a major partner in Vancouver's bid phase, spending about $4 million CDN in the bid. The two companies launched competing pre-emptive proposals last summer even before VANOC had hired its senior staff or finished its marketing agreement with the IOC.

VANOC had to get special dispensation from the IOC to consider the proposals in advance of the normal marketing timetable.

Under the deal, Bell Canada will contribute $90 million CDN in cash, $60 million in telecommunications, broadcast and Internet services, and $50 million in promotional support to marketing the Games.

More on the Bell Canada deal and the Vancouver Olympics in the October 22 issue of Around the Rings.com.

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