The Canadian Olympic Committee Names Sid Lee Agency of Record

The Canadian Olympic Committee (COC) announced Sid Lee as its new creative agency of record. The partnership will run through the Tokyo 2020 Olympic Games.

After a thorough review of all brand marketing activities and agency partnerships, the COC selected Sid Lee to be its creative agency of record as it heads into a new quadrennial planning cycle. The organisation's mission was to partner with an agency with the experience and proven track record to lead all brand strategy and creative planning, as well as develop a fresh perspective to continue the COC’s strong brand growth.

“The COC is proud to partner with a major player like Sid Lee. Their iconic sports experience is vast, relevant and in line with the vision we have to take the COC brand to the next level. We are excited to begin this work together to make Team Canada the most magnetic, inspirational and valuable national sports brand in Canada,” says Derek Kent, Chief Marketing Officer, Canadian Olympic Committee.

The COC’s new brand vision involves a more integrated identity throughout all projects and will see a consistent brand presence across all platforms. The partnership will focus on telling athletes’ stories and rallying Canadians around our Olympians on their journey to the Games and beyond. The brand strategy will come to life across all COC platforms including its market leading digital channels, via innovative experiential activations and powerful Games-time campaigns.

“We believe that the COC is at an inflection point and are incredibly proud to have been selected as a strategic partner in helping bring a new level of excitement and awareness to Canada’s efforts on the Olympic global stage. Above all, our passion for Canada and Canadian athletes will be a guiding force in creating a dynamic marketing platform in support of the COC’s desire to embrace a transformation agenda,” says Joseph Barbieri, Partner and Managing Director Content, Sid Lee.

Additionally, the COC banks on Sid Lee’s experience with global and national sports brands, including the Toronto Maple Leafs’ 100th Anniversary and the iconic Toronto Raptors’ We The North campaigns, to elevate its brand presence in the market by rallying Canadians together and behind Team Canada.