Sponsor Spotlight -- COLD-fX Named 2010 Sponsor; Adlington Signs with Speedo

CV Technologies signed a sponsorship deal with the Vancouver organizing committee to make COLD-fX the official cold and flu remedy of the 2010 Winter Olympics.(COLD-fX)COLD-fX Signs with Vancouver 2010

Canadian pharmaceutical company CV Technologies has signed a sponsorship deal with the organizing committee for the 2010 Winter Olympics in Vancouver to make its product, COLD-fX the official cold and flu remedy of the Games.

COLD-fX, which has been the official cold and flu remedy for the NHL since 2006, will also be available to volunteers and at general stores on the Vancouver and Whistler sites during the 2010 Winter Games.

“It’s the biggest sponsorship deal in our history and we have high expectations of this partnership,” CV President Jacqueline Shan said. “It fits nicely for us, considering our long-term relationship with (speedskater) Clara Hughes and the Olympic training center in Calgary.”

As part of the sponsorship, CV is making an undisclosed financial investment in the Games. COLD-fX will also serve as the official cold and flu remedy for the Canadian Olympic team at the 2012 Summer Olympics in London.

Adlington Signs Deal with Speedo

Swimmer Rebecca Adlington of Great Britain, a winner of two gold medals at the 2008 Summer Olympics in Beijing, has signed a sponsorship deal with British swimwear giant Speedo. 2008 Olympic gold medal-winning swimmer Rebecca Adlington signed a sponsorship deal with Speedo.(Getty Images)

Adlington joins Michael Phelps, an eight gold medal-winner in Beijing, as one of the official faces of the company.

“Rebecca Adlington has already established herself as an outstanding swimmer and has a long, bright future ahead of her.

She is a great ambassador for both Speedo and the sport of swimming and we look forward to working with her and help her to build what is sure to be an impressive career throughout the coming years.” Speedo President Dave Robinson said.

The 19-year-old Adlington became the first British woman to win an Olympic swimming gold medal since 1960 when she won both the 400 and 800-meter freestyles at the 2008 Games.

“For me, 2008 was filled with some unbelievable achievements. I am thrilled to be starting this new year with Speedo, one of the most iconic sports brands in the world. I am looking forward to another fantastic year in 2009 with Speedo by my side.”

Siemens Extends Deal with British Rowing Team

The British Olympic rowing team,Siemens extended its sponsorship agreement with the British Olympic rowing team.(International Archery Federation)fresh off of an outstanding performance at the 2008 Summer Olympics in Beijing, has extended its sponsorship deal with electronics and engineering giant Siemens to its entire team.

Siemens has sponsored most of the boats for GB rowing – which won two golds, two silvers and two bronzes in Beijing -- since 2006, with British Lottery provider Camelot providing sponsorship for the men’s coxless four and women’s quadruple scull.

However, Siemens has exercised a clause in their contract to allow them to sponsor the entire team, bringing to an end GB Rowing’s relationship with Camelot.

“It is a great boost to our sport that Siemens has taken up the option to sponsor all the Olympic class boats,” said GB Rowing Performance Director David Tanner.

Briefs…

…Spanish video game publication Nintendo Accion is reporting that SEGA may be preparing a sequel to its popular game Mario & Sonic at the Olympics that revolves around the Winter Games. According to video game Web site IGN.com, the game is currently in development and will be announced next month.

Written by Greg Oshust.