Driving Results in Olympic and Paralympic Marketing: XMC’s Proven Playbook

XMC
Jun 17
2 min read

Olympic and Paralympic sponsorships offer brands a rare chance to connect with Canadians at scale—emotionally, nationally, and commercially. But executing a successful campaign in this high-profile, highly regulated space takes more than a great idea. It demands precision, compliance expertise, and seamless coordination across every touchpoint. That’s where XMC excels.

As a trusted partner in Olympic and Paralympic campaign management, XMC brings deep knowledge of the Canadian Olympic Committee (COC) and Canadian Paralympic Committee (CPC) frameworks, guiding brands from strategy through execution with clarity and control. Our team leads integrated, insight-led programs that turn complexity into impact.

Case in Point: Sobeys’ “Feed The Dream” Campaign

XMC served as the central orchestrator of Sobeys' award-winning "Feed The Dream" campaign across the Tokyo 2020, Beijing 2022, and Paris 2024 Olympics. This national, omni-channel effort featured:

Athlete-driven storytelling and exclusive CBC broadcast integrations
In-store shopper marketing initiatives across multiple retail banners
Extensive social and digital content featuring athletes, alumni, and notable influencer personalities
National XM tours to support consumer engagement
Multi-pronged employee engagement programming, driving pride amongst 120K+ employees

The Results:

46% aided awareness — well above the 30% Olympic benchmark

1.5% lift in sales attributed directly to shopper marketing programs
Top 3 most enjoyed ad during the Beijing Games (per Canadian consumer data)
21 medals won by Team Sobeys athletes—nearly 30% of Canada’s total medal count

From creative compliance and stakeholder alignment to athlete selection, project management and delivery, XMC ensured every campaign element was executed flawlessly and on-strategy.

Why XMC?

In an environment where emotional resonance must meet regulatory rigour, XMC bridges vision with execution. We deliver:

Strategic campaign planning grounded in Olympic expertise
Seamless coordination with internal teams, agency partners, and governing bodies
Full-funnel activation—from media to retail to digital and beyond
Measurable results that move the needle

As the road to Milano-Cortina 2026 heats up, brands considering Olympic partnerships or looking to maximize their Olympic and Paralympic investments can count on XMC to lead the way—delivering campaigns that captivate Canadians and deliver business results.

For more information contact: Bryan Fautley, Director | MSc in Olympic Studies Bryan@xmc.ca