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IMG to drive Skate Canada’s commercial ambitions

Skate Canada, the world’s oldest skating organisation, has entered into a partnership with the IMG agency that is designed to revamp its corporate marketing and commercial portfolio.

IMG will work closely with Skate Canada to create new marketing structures and assets, as well as secure partners that will help promote the sport of figure skating nationally.

“Developing new business relationships is critical for the success of Skate Canada’s programs, events and overall brand,” Debra Armstrong, chief executive of Skate Canada, said. “We are thrilled to be teaming up with IMG. As a worldwide marketing leader in evolving effective partnerships, we are confident their strategic vision will advance Skate Canada’s profile.

“We look forward to leveraging their knowledge in developing new partnerships that will raise our national brand and inspire more Canadians to embrace the joy of skating.”

With more than 175,000 registered members, Skate Canada produces and operates two major figure-skating events each year in the form of the Skate Canada International, part of the International Skating Union’s Grand Prix series, and the National Skating Championships.

Skate Canada is also responsible for the national team, which has garnered 25 Olympic medals and 35 world championship titles. Canada’s Meagan Duhamel and Eric Radford (pictured) won the pair’s skating title at the 2016 World Figure Skating Championships, which were held in the US city of Boston.