Bell Spirit of the Game builds Olympic buzz

TSN and Bell Canada are putting the spotlight on amateur sports, giving the small guys and up-and-comers a chance to showcase their dedication on TV. The marketing deal includes naming rights and multi-platform perks, and it only makes sense to build the buzz for 2010.

TSN’s new six-part original series on amateur sports in Canada has found a major sponsor and thus unveils Bell Spirit of the Game on Sunday, Feb. 25 at 11 am ET.

Bell Canada’s sponsorship will hit multiple platforms with the new series, which airs on the net’s main channel, HD, broadband and mobile services. The series plays into the marketer’s interest in building buzz for the upcoming Vancouver 2010 Olympic and Paralympic Games – as Bell Canada is a premiere national sponsor for the events.

The show explores sports beyond the fields of competition, from funding and training to planning for the Olympics and the battle against doping in sport. Viewers will be taken behind the scenes to meet athletes, psychologists and planners. Production of Bell Spirit of the Game is currently underway by Toronto-based Bradford Productions.