CBC/Radio-Canada has announced its first partnerships for the Sochi 2014 Olympic Winter Games, which kick off on Feb. 7.

Canadian Tire Corporation, parent company of Canadian Tire and Sport Chek, which announced an eight-year deal as a partner of the Canadian Olympic Team earlier this year is signed on with the CBC, and will have the athletes it sponsors, plus those of fellow sponsor P&G, integrated into broadcast and digital content, according to a release on the partnerships.

“Our teams have worked collaboratively to move well past a simple media buy and are deep into the development of custom animations, feature stories, a set for athlete interviews, tremendous online content and social media integration,” said Duncan Fulton, SVP for Canadian Tire and CMO for Sport Chek. “These will be the most ‘digital’ Olympic Games ever produced and CBC has made it easy to integrate online and on-air executions.”

Also announced as partners for the Games on the pubcaster yesterday were Visa, Samsung, Coca-Cola, Bell, Air Canada, Suncor Energy and its retail brand Petro-Canada, Panasonic and Mondelēz Canada (maker of brands such as Oreo, Dentyne and Cadbury). More names will be revealed as the Games get closer, according to the CBC, with Jim Kozak, director of sales, Olympics and sports partnerships at the CBC Revenue Group, confirming additional sponsorship spots are still available around the Games.