The partnership sees the internationally renowned company become the COC’s creative agency of record.

It is claimed the decision by the COC follows a through review of their brand marketing activities and agency partnerships as they head towards a new quadrennial planning cycle.

Sid Lee’s experience and proven track record were viewed as key to the partnership, with the COC seeking for them to lead all brand strategy and creative planning, as well as helping to continue their brand growth.

“The COC is proud to partner with a major player like Sid Lee,” said Derek Kent, chief marketing officer at the COC.

“Their iconic sports experience is vast, relevant and in line with the vision we have to take the COC brand to the next level.

“We are excited to begin this work together to make Team Canada the most magnetic, inspirational and valuable national sports brand in Canada.”

The COC state their new brand vision involves a more integrated identity throughout all projects, while it will become a consistent presence across their platforms.

Athletes’ stories will be key to the partnership, with the aim to help Canadians rally around them in the build-up to Tokyo 2020, while activations and Games-time campaigns will also take place.

“We believe that the COC is at an inflection point and are incredibly proud to have been selected as a strategic partner in helping bring a new level of excitement and awareness to Canada’s efforts on the Olympic global stage,” said Joseph Barbieri, partner and managing director content at Sid Lee.

“Above all, our passion for Canada and Canadian athletes will be a guiding force in creating a dynamic marketing platform in support of the COC’s desire to embrace a transformation agenda.”

Sid Lee will replace Cossette, who the COC worked with dedication throughout the Toronto 2015 Pan American Games and Rio 2016 Olympic Games.

The COC are set to continue to work with their media partner OMD, as well as Zync and Northern Strategic, their digital and public relations partners respectively.