General Mills Canada renews commitment

TORONTO General Mills Canada is extending its decade-long partnership with the Canadian Olympic Team for four more years, the Canadian Olympic Committee announced today.

“Building on a foundation of shared values, General Mills Canada has been an outstanding partner to the Canadian Olympic Team for the last decade,” said Christopher Overholt, Chief Executive Officer and Secretary General of the Canadian Olympic Committee. “Today’s renewed partnership in support of Canadian athletes is a further demonstration of their commitment to a stronger, healthier Canada.”

The renewed sponsorship agreement extends the current agreement from 2013 to 2016 continuing to deliver essential support for Canadian athletes heading to Sochi 2014, through to Rio 2016 and beyond.

“General Mills Canada could not be more proud to continue supporting our athletes and sharing their stories with Canadians from coast to coast to coast,” said Dave Homer, President, General Mills Canada. “This is a thriving partnership that is helping to inspire a whole new generation of stronger, healthier Canadians; a winning combination and an investment in our country as a whole.

Through their Cheer campaign, General Mills Canada was instrumental in generating huge support for Canadian athletes during the 2010 Vancouver Olympics, Canada’s most successful Games to date.

“What athlete wouldn’t want their face on a box of Cheerios?” said Ken Perreira, two-time Canadian Olympian. “General Mills has done great work helping Canadians get to know their athletes better over the years. It’s wonderful that they’re going to continue that support.”

“Corporate partners are very important in helping athletes get the resources we need to go after our Olympic dreams,” said 2008 Olympian Crispin Duenas. “We give our everything to be our best and it is great to see another partner do the same.”