June 17, 2010 (Ottawa, ON) – The Canadian Cycling Association (CCA) announced Thursday its further commitment to building the Business Development Program to match the already strengthened High Performance Program within the National Sport Organisation. The CCA has hired DEC Sports & Entertainment’s Peter Cosentino to design and implement a plan that will enhance the CCA brand, Communications and Value Offerings to potential partners as the 2012 Games in London, England edge closer.
“There is tremendous upside within the CCA Properties tool kit,” says Cosentino from his Toronto office “Cycling is a part of the fabric from which this country is woven. Learning to ride a bike is a landmark moment in nearly every Canadian’s life. From grassroots to high performance programs, the CCA has strong value-based programs for consumers and potential sponsors that will get refreshed and relaunched.
Sponsors of Canada’s National Cycling Teams will receive opportunities that will make the most out of driving a strong return on investment. National broadcasts and webcasts for major events will be negotiated to provide a blanket of strong national media impressions, combined with experiential marketing programs that will provide meaningful promotional fulfillment as well as VIP Hospitality.
Another focus of the Business Development plan will be to enhance the brand image across the country, based on four key strategies: Building stars; National pride; Be cutting edge; and Create memories. These marketing strategies will provide the platform around which all marketing programs will be based.
In an effort to enhance the communications and media relations, Guy Napert-Frenette of PerformancePR has joined the Business Development team to build a media protocol for athletes, ensure the media are well informed and athletes are prepared for pre and post race media opportunities.
Canada plays host to four major events in the 2010 calendar year: Two UCI Pro Tour one day road race events in Quebec City and Montréal, the 2010 UCI Mountain Bike and Trial World Championships in Mont- Sainte-Anne, QC, and the 2010 UCI Para-cycling Road World Championships in Baie-Comeau, QC.
“It will be imperative for the organization to leverage the momentum generated by these prestigious events and parlay them into new relationships and opportunities for the CCA,” said Greg Mathieu, Chief Executive Officer and Secretary General of the Canadian Cycling Association. “The key for us is to creatively develop marketing initiatives for our partners around current and new CCA programs so the organization can continue to grow and meet the ever expanding financial requirements.