OLG Flips the Script on Sports Sponsorship with Penny Oleksiak and Andre De Grasse

‘Sponsored by You’ marks the first Team Canada campaign for OLG since becoming the Official Ontario Lottery Partner of Team Canada. The campaign delivers a unique proposition for Ontarians: when you play, YOU sponsor Ontario athletes. This is because 100% of OLG’s profits are reinvested into Ontario and go towards the support of initiatives like the Quest for Gold program. The campaign features Olympians Andre De Grasse, Penny Oleksiak, & Maggie Mac Neil and other Ontario athletes like Jillian Weir who have all received funding from the Quest for Gold program which enhances their ability to train by offsetting the costs of training and living expenses. In the last four Olympic cycles, over 90% of Ontario medal winners had received Quest for Gold funding during their career.

The campaign kicks off with Team Canada Olympians announcing their new sponsors: Mike Rosnick and Kim Sweeney. Who are they? They’re regular OLG players whose names become “official” sponsors in commercials and on social with shout outs from featured athletes.

The Sponsored by You campaign was developed by BBDO Canada and is being promoted via TV, social, digital and OOH. Media was handled by EssenceMediacom and PR by Weber Shandwick. Attached are a few stills from the shoot and a hero visual for the campaign. 

To help make players feel like sponsors, OLG is flipping the script on sports sponsorship with the "Sponsored By You" sponsor studio, developed by Momentum Worldwide (Toronto) that features a travelling photo booth that will turn everyday OLG players into the faces of community support. By stepping into this unique studio, you can capture a personalised portrait that proudly displays your backing for local athletes. Your photo will be live-streamed, shared digitally, and rewarded with awesome prizes, all while enjoying the buzz of a live concert.

“Training for the Olympics takes a lot of preparation – physically, mentally, and financially – and it’s not something you can succeed at alone. Having programs like Quest for Gold to help and knowing your community is supporting you makes all the difference, especially when you’re competing on the world stage.” said six-time Olympic medalist, Andre De Grasse.

“OLG’s sponsorship is unlike any other. The brand itself takes a backseat. The sponsor is really you—the player. Through OLG, there’s a direct a line of support between players and our province’s best athletes.” said Nick Doerr, VP creative director at BBDO Canada.

“Many people don't realise 100% of OLG's profits are reinvested into Ontario, and that we have a longstanding history of supporting amateur athletes. OLG’s ability to give back to communities is only possible thanks to our players, so we wanted to use this opportunity to recognise and celebrate them.” said Maxine Chapman, VP brand & marketing officer at OLG.