CBC/RADIO-CANADA WELCOMES PETRO-CANADA AS A PARTNER ON CBC SPORTS' ROAD TO THE OLYMPIC GAMES





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CBC/RADIO-CANADA WELCOMES PETRO-CANADA AS A PARTNER ON CBC SPORTS' ROAD TO THE OLYMPIC GAMES
CBC/Radio-Canada and PETRO CANADA 

The partnership will feature a ground-breaking, multi-platform approach that will bring to life Petro-Canada's commitment to fuelling tomorrow's Olympians

December 10, 2015 – Today, CBC/Radio-Canada and Petro-CanadaTM, a Suncor business, unveiled a multi-year partnership aimed at connecting Canadians with Petro-Canada's Fuelling Athlete and Coaching Excellence (FACE) program recipients. The partnership will leverage CBC Sports' new multiplatform program, ROAD TO THE OLYMPIC GAMES, to build awareness of FACETM.

Since 1988, Petro-Canada has provided financial grants to more than 2,700 of Canada's top athletes and their coaches through the FACE program. At the Sochi 2014 Olympic and Paralympic Winter Games, there were more than thirty previous FACE recipients competing and contributing to Canada's overall medal count.

Beginning in January, Canadians will be introduced to all 2015 Petro-Canada FACE recipients each week during the ROAD TO THE OLYMPIC GAMES programming, and will be able to learn about each FACE recipient via individual profiles found on cbcsports.ca. The branded content series will shine a spotlight on the Petro-Canada FACE recipients, connecting them to Canadians by forming a long-term relationship between the country and its budding athletes. This content-led marketing initiative springboards off of the first annual FACE Summit, which will gather all 2015 FACE recipients at CBC Headquarters in mid- December.

“This unique partnership with Petro-Canada showcases our ability to create customized and multiplatform solutions for our partners,” said Mike Armstrong, director, sports & digital innovation marketing, CBC/Radio-Canada Media Solutions. “This agreement aligns to both CBC/Radio Canada's and Petro-Canada's mandates and allows us to profile the long-term commitment that Petro-Canada has made to Canadian Olympic hopefuls and coaches.”

ROAD TO THE OLYMPIC GAMES is CBC Sports' multi-platform program that combines a weekly TV show, a microsite on cbcsports.ca, and the CBC Sports app for iOS and Android devices, offering a 360-degree look at Canada's elite high-performance athletes on their journey to the top of the podium. This program extends the Olympic conversation year-round, through sport coverage, community programming, and athlete storytelling across all CBC Sports platforms.

“We felt there was an opportunity to bring Canadians a more in-depth story about our FACE recipients,” says Marc Goodman, director, loyalty & strategic partnerships, Suncor. “Through a collaborative effort we worked with the CBC/Radio-Canada team to develop a unique, multi-platform approach that will take our Olympic & Paralympic media to a new level.”

This multi-year agreement will also allow for continued storytelling beyond Rio 2016 leading into the PyeongChang 2018 Olympic Winter Games.

CBC/Radio-Canada has been working alongside Petro-Canada's agencies, TBWA, lead creative agency, along with OMD, who is overseeing the media partnership.

Suncor
Suncor Energy is Canada's leading integrated energy company. Suncor's operations include oil sands development and upgrading, conventional and offshore oil and gas production, petroleum refining, and product marketing under the Petro-Canada brand. A member of Dow Jones Sustainability indexes, FTSE4Good and CDP, Suncor is working to responsibly develop petroleum resources while also growing a renewable energy portfolio. Suncor is listed on the UN Global Compact 100 stock index and the Corporate Knight's Global 100. Suncor's common shares (symbol: SU) are listed on the Toronto and New York stock exchanges.

Petro-Canada
Petro-Canada, a Suncor Energy business, operates more than 1,450 retail stations and 250 Petro-Pass wholesale locations nationwide. Petro-Canada's retail loyalty program, Petro-PointsTM provides Canadians with the opportunity to earn and redeem rewards. Petro-Canada is proud to be a National Partner of the Canadian Olympic and Paralympic committees, supporting Canadian athletes, coaches and their families for more than 25 years. For more information, visit www.petro-canada.ca.

About CBC/Radio-Canada
CBC/Radio-Canada is Canada's national public broadcaster and one of its largest cultural institutions. The Corporation is a leader in reaching Canadians on new platforms and delivers a comprehensive range of radio, television, internet, and satellite-based services. Deeply rooted in the regions, CBC/Radio-Canada is the only domestic broadcaster to offer diverse regional and cultural perspectives in English, French and eight Aboriginal languages.

A space for us all is CBC/Radio-Canada's new strategy to modernize the public broadcaster and ensure that it continues to fulfill its mandate for Canadians and for future generations. Through to 2020, it will increase its investment in prime time television programming, and continue to create radio programs of the highest quality, while promoting the development of digital and mobile platforms and content.

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