The CBC has announced signing the first sponsorship deal for the Sochi 2014 Olympic Winter Games, with Visa Canada coming on as a top partner for the multi-platform broadcast.

Visa Canada’s sponsorship will be activated through its “Go World” campaign, which celebrates the emotions and achievements of Olympic moments. The deal includes Visa Canada having an exclusive payments system sponsorship deal with the CBC for the 2014 Games, according to a release.

Jim Kozak, director of Olympic sales at the CBC, tells MiC that sales for the Games are going well, with the usual high interest in sponsors being involved in the TV broadcast but also higher than usual interest in having the sponsorship extend to social media and digital.

Last week, the CBC/Radio-Canada announced it had inked a deal with TVA Sports to make it a cable broadcaster of the Sochi 2014 Olympic Winter Games. The deal will include airing portions of the Sochi Games.