While Bell Canada has been a Canadian Olympic sponsor for many years, this so-called "Premier National Partner" deal for the Vancouver Olympics is expected to give the company a major national boost.
Bell Canada won out over Telus, the Western Canadian telecommunications company that was a major partner in Vancouver's bid phase, spending about $CDN4million in the bid. The two companies launched competing pre-emptive proposals last summer, even before the Vancouver Organising Committee (VANOC) had hired its senior staff or finished its marketing agreement with the International Olympic Committee (IOC).
VANOC was forced to get special dispensation from the IOC to consider the proposals in advance of the normal marketing timetable.
Under the deal, Bell Canada will contribute $CDN90million in cash, $CDN60million in telecommunications, broadcast and Internet services, and $CDN50million in promotional support to marketing the Games.
