“Have a beer for Canada! Support your Canadian athletes!” Swiss Chalet’s emailed advertisement to its subscribers begins, then invites patrons to order a Molson Canadian at any of its licensed restaurants until Aug. 22 and receive a limited edition beer cozy that reads “Go Canada Go” and has the Molson Canadian logo underneath (with the maple leaf). In return, Molson Coors will donate $1 for each beer purchased.
The Canadian Olympic Foundation is the fundraising arm of the Canadian Olympic Committee, which “raises and grants funds to the Canadian Olympic team, the next generation of Olympic athletes and the Canadian sport system,” according to the Foundation’s web site. Established in 2007, it has granted over $43 million to “high-performance sport partners across Canada,” including the Canadian Olympic Team.
The site explains the need for such financial support. “Olympians aren’t made overnight,” it says. “Daily training, year-round coaching, proper nutrition, breakthroughs in technology in sport science, national and international competitions, and state-of-the-art equipment are all essential in propelling our athletes to the top of the podium. Your donation to the Help Build an Olympian campaign will help fund our athletes in these six pillars, providing a direct impact on the Canadian sport system and athlete development.”
Molson Canadian is an “official supporter” of the Canadian Olympic team, and is a sponsor of Canada Olympic House, a “social hub” for Canadians at the Games in Rio de Janeiro. The iconic Molson red beer fridge will also be present at COH, opening when the phrase, “I am Canadian,” is uttered in one of six different languages out of 40 possibilities.
Swiss Chalet is owned by CARA, a 125-year-old privately held company that owns several popular restaurant chains in Canada, including Kelsey’s, Harvey’s, Montana’s and Milestones Grill & Bar. There are over 200 Swiss Chalet locations in Canada.
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