Canada hopes to win a first Olympic luge medal at Pyeongchang 2018 ©Getty Images

Luge Canada have announced that Celebration Club will lead a nationwide sponsorship campaign for the governing body over the next two years.

Celebration Club, a sport, event and travel marketing agency, has offices in Toronto and Saskatoon and is spearheaded by Olympic bobsleigh athlete Jaime Cruickshank and her father Alan.

The father-daughter combination have now added Dave Lloyd to their team, who has 20 years of sports marketing experience.

"This is an exciting, yet crucial, time in the history of the Canadian Luge Association," said Tim Farstad, the executive director of Luge Canada.

"We now have a medal-winning programme, but we need to continue to challenge ourselves further as an organisation if we truly want to compete with the best, and achieve our goals of winning Canada’s first ever Olympic medal in the sport in 2018, while ensuring our success continues well into the future.

"Establishing partnerships with corporate Canada will be critical to this triumph. 

"The Celebration Club knows what it takes to win both on the track and in the boardroom. 

"We are confident they will help us achieve our goals by attracting new players from the business world to our sport."

Jaime Cruickshank competed at the 2006 Winter Olympics in Turin, finishing 13th in the two-woman bobsleigh with driver Suzanne Gavine-Hlady.

She is now chief executive at Celebration Club.

Celebration Club chief executive Jaime Cruickshank formerly competed in the two-woman bobsleigh for Canada ©Getty Images
Celebration Club chief executive Jaime Cruickshank formerly competed in the two-woman bobsleigh for Canada ©Getty Images

"As an athlete, and parents of someone who developed through the Canadian sport system, we understand the financial challenges national sport organisations face," she said. 

"We personally lived this experience.

"If I learned one thing through my days in sport is that it takes a community to develop an Olympic champion. 

"We will be creative with our ideas. 

"We will be relentless in our pursuit, and we are excited to start expanding the luge network across the country."

Kimberley McRae was the best performing Canadian during the 2015-16 International Luge Federation (FIL) World Cup season, finishing 10th overall in the women's standings.

Alex Gough also earned a bronze medal in the opening women's event in Igls, Austria.

Steve Harris was re-elected as President of Luge Canada in July.

He will serve for a further two years.