President's Choice is "Feeding the Home Team"

    Canada's leading food brand announces unique $4-million partnership with
    Alpine Canada Alpin

    TORONTO, Oct. 25 /CNW/ - Loblaw Companies Limited has signed a four-year
partnership agreement valued at $4-million with Alpine Canada Alpin that
significantly boosts ACA in its plan to make Canada a world-leading ski racing
    The top level partnership will provide new financial and nutritional
resources to Canada's fast improving national ski racing teams.
    "I am proud to announce that Loblaw, via our President's Choice brand,
will be supporting our home teams everywhere with a multi-year, multi-million
dollar sponsorship and partnership that will provide the much needed financial
and nutritional resources to our athletes and inspiration to those that cheer
them on," said Galen G Weston, Executive Chairman, Loblaw Companies Limited.
    "In addition to financial support, we will help Canadians everywhere to
feed their home teams - to help prepare them for a big game or just a healthy
lifestyle," Weston said. "As the official nutritional sponsor to Canada's
Alpine Ski Team, President's Choice will provide support from meal planning,
recipe development, and even product development - all of which will be
available and appropriate for every consumer who shops our stores. President's
Choice will be 'feeding the home team' from start to finish," Weston
    President's Choice becomes a Platinum partner and the official wholesome
foods partner to Alpine Canada Alpin and the Canadian Alpine Ski Teams, who
are coming off of the best World Cup season in their history.
    "The partnership with President's Choice will have a lasting effect on
ski racing in Canada from the grassroots level to our elite ski racers. With
today's announcement, President's Choice is feeding the home team with a great
deal of momentum as we prepare for the World Cup season, which gets underway
in just a matter of days," said Alpine Canada Alpin Chief Executive Officer
Ken Read.
    Along with the sponsorship agreement, Canadian ski racers Larisa Yurkiw
(Owen Sound, ON), Paul Stutz (Banff, AB) and Emilie Desforges (Montréal, QC)
will wear President's Choice headgear on their helmets throughout the 2007/08
    Karolina Wisniewska (Vancouver, BC), a four-time medalist at the 2002
Paralympic Winter Games in Salt Lake City, USA, will also have President's
Choice headgear on her helmet this season.
    President's Choice also becomes title sponsor of the K2 Canadian
championships, the national championship race for ski racers aged 13 to 14.
    Canadian alpine and para-alpine skiers achieved 43 World Cup podiums last
season and one World Championship medal. The 2007/08 World Cup alpine ski
season gets underway in Svlden, AUT with a Ladies Giant Slalom on Saturday and
a Men's GS on Sunday.


    Alpine Canada Alpin (ACA) is the governing body for alpine ski racing in
Canada with more than 50,000 athletes, coaches, officials and volunteer
members and over 200,000 supporting members. ACA manages the high performance
programs for the athletes of the Canadian Alpine Ski Team and the Canadian
Para-Alpine Ski Team who represent Canada throughout the world. For more
information on Alpine Canada Alpin, visit

    "Best in the world... at every level"

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Sara O'Reilly, Manning Selvage & Lee, Tel:
(416) 625-3680,; Guy Napert-Frenette, Manager, PR &
Media Services, Gestionnaire, RP et médias événement, Alpine Canada Alpin,
Tel: (403) 777-3211, TELUS: (403) 512-8659,,

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