Greek yogurt brand Oikos will serve as the sponsor for the Rogers Cup professional tennis tournament in Montreal, which kicks off Friday, Aug. 4. It’s the first Rogers Cup sponsorship for Oikos, as well as its parent company, DanoneWave Canada.

The partnership will see Oikos featured and promoted at the tournament for spectators and staff at the event’s concession stands, corporate suites, media room and other locations. Product sampling will also be present throughout the event, and the product will be worked into both snacks and more gourmet food options.

Natacha Gouveia, head of external communications at DanoneWave Canada, said the dual presentation of Oikos as both a snack and a meal option also goes along with the two key audiences it’s trying to tap at the event: affluent professionals and families.

“We found that the audience for the Cup was really in line with our mission,” she told MiC. “We have been associated with athletics in the past with our DanActive and Activia brands, so it is a more natural integration that fits our key audience.” According to Gouveia, the Oikos brand is the top-selling yogurt in Canada’s Greek yogurt category.

Tennis Canada anticipates that 200,000 spectators will view the tournament live in Montreal.

The sponsorship will also include digital page takeovers of the Tennis Canada website, the first of which occurred July 29 and the second of which will occur on Aug. 5. Social content, influencer content and TV spots will also take place.

DanoneWave worked with Carat on media, Mirum on digital, Carl on social media and National Public Relations on PR.

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