Canadian Soccer Association teams up with Garnier
Garnier and Ombrelle become primary partners of Canada's national soccer teams and will have sampling programs at the CSA's Active Start Soccer Fests.
The Canadian Soccer Association (CSA) has revealed the game plan for partnerships its struck with its newest sponsors, Garnier and Ombrelle.
The sponsorship deals with the governing body for soccer in Canada will see the brands become primary partners of Canada’s national soccer teams and the AMWAY Canadian Championship, opening the door to broadcast, on-field and in-stadium activations.
Additionally, both brands will have on-site education and sampling programs at the CSA’s Active Start Soccer Fests, which are scheduled to take place in more than 150 communities across the country this year. Ombrelle will also be the title sponsor of the Active Start Soccer Fest program, as well as the official sun protection brand of Canadian soccer.
Garnier and Ombrelle are the CSA’s sixth primary partners. They join Bell, which is the presenting sponsor of the CSA’s website, and AMWAY, the title sponsor of the AMWAY Canadian Championship. Other sponsors include Bank of Montreal, Canon and Canadian Tire.
Jean-Daniel Labbé, group manager, Garnier Skin Care and Ombrelle, tells MiC that this is the first major sports partnership for either of the two brands. He says the partnerships are part of an effort to reach out to an audience of youth aged 6 to 18, as well as parents, and broaden the brands’ scope beyond activating at fashion and lifestyle events.
Labbé says soccer was a good fit for the brands because Ombrelle’s origins are at the grassroots, community level and soccer has become an increasingly popular community sport in Canada.
Sandra Gage, director of business development, Canadian Soccer Association, says the CSA is always looking for more partners, adding that it offers sponsorships at three levels: community, national club championships and national teams.
Photo: Jean-Daniel Labbé (back left) and Sandra Gage (back right) with members of the women’s national soccer team and the Hamilton Sparta U14 girls soccer team.