Molson signed nine Olympic parents to paid endorsement deals

Nine parents of Team Canada athletes signed sponsorship contracts with Molson ahead of Paris 2024. They received paid endorsements, branded uniforms and a starring role in an advertising campaign, taking on the kind of brand partnership usually associated with their children.

Created by Rethink, “Sponsor The Parents” recognised the work involved in raising an elite athlete. Early practices, long drives, time in the stands and the expense of travelling to competitions formed the background to the idea.

Molson announced the campaign on July 23, 2024. As the Official Beer of Team Canada, it used its Olympic partnership to recognise people whose support had helped five athletes reach the Games.

The sponsorships came with contracts and ambassador roles

The parents received actual paid endorsement deals. Before appearing in the commercial, they signed their official sponsorship contracts.

The production experience included arrangements familiar to professional athletes. Parents travelling from outside the Greater Toronto Area were flown into Toronto and given private transportation between their hotels and the set. Brian Yang’s parents, who lived in Richmond Hill, received a private car service.

They also became Molson ambassadors during the Games, participating in media interviews and recording their Paris experiences for the brand’s social channels.

That gave the sponsorship a role beyond the shoot. The parents were part of the campaign throughout the Olympic period, with their own experiences supplying further content.

Five athletes’ families became the sponsored team

The nine participants represented families across several sports and Canadian provinces.

Joe and Rachelle Clay were the parents of gymnast Zachary Clay. Travis and Susan Wog were the parents of swimmer Kelsey Wog. Tony and Fiona Di Stasio were the parents of wrestler Justina Di Stasio.

Nancy Tan and Michael Yang represented their son, badminton player Brian Yang, while Lynda South was the mother of artistic swimmer Jacqueline Simoneau.

The Canadian Olympic Committee helped introduce the campaign team to the parents. Their shared experience of supporting Team Canada athletes gave the group a common connection when they came together for filming.

The film borrowed the language of an athlete commercial

The 45-second hero film began with the visual language of an Olympic sports ad. Shadowy figures warmed up in Molson tracksuits as the voiceover described sacrifice and the pursuit of a moment of glory.

The reveal identified those figures as the athletes’ parents. They stepped into the spotlight together and opened their beers, delivering the campaign’s change of perspective through a light-hearted ending.

Kacper Larski of Asymetric directed the film. The uniforms drew inspiration from classic Olympic gear, helping the parents look like a sponsored team before the reveal explained who they were.

Outdoor ads and social content carried their stories

The rollout included online video, social media and connected TV, including CBC Gem. Localised outdoor advertising ran in Toronto, Vancouver and Montreal, connecting the national campaign with regions near the parents’ hometowns.

During Paris 2024, the parents shared videos of their experiences through Molson’s channels. They also appeared on Team Canada’s social channels at Canada Olympic House in Paris.

The campaign extended Molson’s “Everyone In” platform through a specific sponsorship decision. The people who had spent years supporting athletes from the sidelines received contracts, uniforms and their own place in the brand’s Olympic advertising.

Credits

Brand: Molson. Campaign: Sponsor The Parents. Creative Agency: Rethink. Group Creative Director: Robbie Percy. Marketing Director, Molson and Economy Brands: Kara Fitzpatrick. Film Director: Kacper Larski. Production Company: Asymetric. Audio: Oso Audio. Media: Publicis. Campaign announcement: July 23, 2024. Event: Paris 2024 Olympic Games. Market: Canada.