• by David Goetzl  @dgoetzl, July 5, 2012

Canada’s Olympic broadcasters have signed McDonald’s and Procter & Gamble to sponsor short features that will be a staple of coverage from London.

McDonald’s will back “Gold Medal Moments,” with an indelible image from competition each day, while P&G will back “Raising An Olympian,” which focuses on mothers behind Canadian Olympians.
 
“Raising An Olympian,” hosted by Canadian skier Kelly VanderBeek, would seem to dovetail with P&G’s “Proud Sponsor of Moms” branding effort.
 
In Canada, competitors have banded together to take Olympic rights, with the Olympic Broadcast Media Consortium co-owned by Bell Media (80%) and Rogers Media (20%), carrying the London events on multiple platforms. Networks include CTV, TSN and Sportsnet.
 
Besides McDonald’s and P&G, which are worldwide Olympic sponsors, RBC, Hotels.com, retailer Rona, Lexus and Chevrolet will back features, many of which were part of the Consortium’s Vancouver coverage in 2010.
 
“Difference Makers,” backed by RBC, will focus on Canadian Olympics sharing inspirational stories such as soccer standout Christine Sinclair speaking about her coach.
 
Hotels.com’s “The Experts” has Olympians showing pro athletes, such as Toronto Blue Jays players, just how tough their sport can be. “Superbodies,” from Lexus, uses 3D computer imaging and other techniques to focus on the bodies of Olympians that propel their success.
 
Chevrolet-backed “Upclose” has Canadian athletes speaking about “struggle and sacrifice” involved in the road to London.

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