May 28, 2011 – The Canadian Olympic Committee is in the process of re-branding itself under the guidance of new CEO Chris Overholt formerly with the Miami Dolphins and the Maple Leaf Sports and Entertainment. Olympic athletes will also be re-engaged and supported in new ways according to a recent canada.com report. “There was no relationship between the COC and the Olympic athletes,” said Overholt. The COC’s new look, strategy and marketing campaign will be unveiled on June 7 at the Canadian Sports Marketing Sports Conference in Toronto.

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