Dairy Farmers, Tennis Canada team up

Dubbed 'Everyday Champions,' the multi-year partnership is aimed at promoting healthy, active lifestyles.

In a deal that’s considered the largest Canadian grassroots sponsorship ever for the sport of tennis, Dairy Farmers of Canada and Tennis Canada have announced a multi-year partnership.

The highlight is a national public service campaign dubbed ‘Everyday Champions,’ a term to describe individuals ‘who excel both on and off the tennis court, enjoying the benefits of playing tennis while striving for excellence and enjoying the healthy rewards of Canadian milk products.’

The stories of these champions – ranging from elite players to parents and volunteers – will be promoted throughout Canada in print and television PSAs as well as websites, and during the Rogers Cup in Toronto and Montreal. Trojan One and Allard Johnson are handling the creative, while Tennis Canada is doing media buying in-house.

An Everyday Champions microsite is being created to include a schedule of programs, plus a way to share stories of champions, awards and photos. As well, the two organizations will provide Everyday Champions kits consisting of tennis equipment, milk products, prizing and promotional clothing to 590 communities, clubs, schools and events throughout Canada. Members of an official activation crew will attend several of these events.

‘The life-long benefits of tennis and the importance of consuming milk products are a perfect marriage,’ says Tennis Canada president/CEO Michael S. Downey. ‘We are proud of the countless ‘Everyday Champions’ in tennis communities across Canada, and look forward to providing participants with enhanced tennis programming and nutritious milk products.’

Adds Ian MacDonald, national director, marketing and nutrition, Dairy Farmers of Canada: ‘Dairy Farmers of Canada is committed to promoting healthy eating and physical activity habits to help Canadians reach and maintain their healthy weight. We are proud to partner with Tennis Canada and support Everyday Champions, a program that will reach families across Canada and provide them with tools to help them adopt a healthy lifestyle.’

Dairy Farmers will be a platinum partner of Rogers Cup events in Toronto and Montreal, and host interactive stations during sporting events to showcase the benefits of physical activity when combined with nutritious Canadian milk products. The organization will also be the title sponsor of the (Everyday Champions) Stanley Park Open, presented by Acura in Vancouver in July – one of the largest amateur tennis events in North America.