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XMC & Sobeys Win Gold at the 2022 SMCC Sponsorship Marketing Awards

Congratulations to our Sobeys family on the success of their Tokyo 2020 and Beijing 2022 marketing campaigns. Feed The Dream won Gold in a very competitive sports category at the 2022 SMCC Sponsorship Marketing Awards.

XMC played a critical role in the execution of both the Tokyo 2020 and Beijing 2022 Feed The Dream campaigns, leading project management, athlete management, partnership management, employee engagement and experiential initiatives.

As a family grocer, recognizing the sacrifices by families in supporting our champions’ incredible athletic achievements, Sobeys saw an opportunity to nourish, celebrate and inspire families’ sports ambitions and dreams – thus Feed The Dream was born. This powerful platform provided the impetus for Sobeys’ first ever Olympic and Paralympic marketing efforts.

The platform was designed not just to emphasize Sobeys as partner with the Canadian Olympic and Paralympic committees, but to bring to life the emotional connection between families, food, and sport, by celebrating stories of Team Sobeys athletes and their families through high impact expressions of Feed The Dream.

Understanding that “glory is more than a medal; it's found on the journey,” Sobeys and XMC worked with a strong team of agency partners to develop two fully integrated, omni-channel marketing campaigns rooted in the team effort of family, friends and coaches, to highlight the communities that support Canadian athletes as they train and compete on the global stage.

Sobeys seized the opportunity to show its support for sport on a truly global stage, rally unity around Canada’s athletes, and elevate a sense of harmony and connection derived from Team Canada’s achievements.

The full list of winners from the 2022 SMCC Sponsorship Marketing Awards can be viewed here:


About XMC. Founded in 2006, the XMC Group of Companies and its dynamic team of industry professionals provide strategic counsel, negotiation, execution, data analytics and measurement of sponsorship and experiential marketingTM programs and services. By leveraging a shared passion for technology, sport, music, culture and cause, XMC connects with consumers, creates deep engagement, and inspires target action. With over $1.7B in deals negotiated, activated and/or valuated, XMC delivers client success by taking ownership, inspiring confidence, and exceeding expectations.

About ServiceNow. ServiceNow (NYSE: NOW) is making the world of work, work better for people. The company’s cloud based platform and solutions deliver digital workflows that create great experiences and unlock productivity for employees and the enterprise. For more information, visit:




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