Athletescan, Firework announce two-year partnership aimed at growing athlete promotional funding marketplace

TORONTO / OTTAWA – AthletesCAN, the association of Canada’s national team athletes, is proud to announce a two-year partnership with athlete marketing influencer firm FireWork until 2023.

Founded by current CFL wide receiver Nate Behar of the Ottawa REDBLACKS, FireWork will collaborate directly with AthletesCAN members to generate new social media and sponsorship revenue opportunities as they train and compete for glory on the world stage

“We are excited to form this unique relationship with FireWork for the next two years,” said AthletesCAN President, Pierre-Luc Laliberté. “Through FireWork’s promotional platform, each of our members will have the chance to create innovative digital content to help grow their personal brands and ultimately land prospective partners. We look forward to watching this elevate the profile of Canada’s national team athletes to new heights.”

FireWork’s technology platform is designed to bring athletes and brands together to create and execute dream partnerships. FireWork will provide educational resources on a number of topics including effective pricing, pitching strategies, campaign applications and negotiation tactics. They will also hold at least two webinars each year with AthletesCAN members in the areas of self-funding, personal branding and marketing and athlete commercial rights.

“The dream is to positively impact the future earnings of Canadian athletes by providing them the opportunity to partner with brands,” said Behar, currently in his fourth CFL season, having also played two years in Edmonton from 2017-18. “Our FireWork team is excited to be working with AthletesCAN to help Canadian athletes generate income they deserve for their dedication.” 

About AthletesCAN

AthletesCAN, the association of Canada’s national team athletes, is the only fully independent and most inclusive athlete organization in the country and the first organization of its kind in the world.  As the voice of Canadian national team athletes, AthletesCAN ensures an athlete-centered sport system by developing athlete leaders who influence sport policy and, as role models, inspire a strong sport culture.

About FireWork

FireWork is where athletes can find equitable opportunities with brand partners that speak the same way as they do, believe the same things they do, and strive to inspire the same positive impacts in their communities. With technology and humanity intertwined, FireWork creates opportunities for brands big and small, and for athletes at every phase in their career. Follow us on social @theFireWorkApp or visit thefirework.app

For more information, please contact: 

Alan Hudes
Manager, Communications & Sport Partnerships
Phone: 613-526-4025 Ext. 224
[email protected]