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2023 Canada Games Launches Brand and Welcomes Atlantic Lottery as First Major Sponsor

2023 Canada Games Launches Brand and Welcomes Atlantic Lottery as First Major Sponsor

February 18, 2021

● PEI 2023 logo and visual design inspired by Canada Games Council’s promise to celebrate and inspire the next generation of Canadian athletes.

● Atlantic Lottery becomes the exclusive presenting sponsor of the Volunteer Program.

(Charlottetown, PE) — With just two years to go until the start of the 2023 Canada Winter Games, the PEI Host Society today launched its brand and announced a new sponsorship with Atlantic Lottery.

Developed in partnership with the Canada Games Council’s first major rebrand in over 15 years, the look and feel for the 2023 Games is a modern and youthful marketing approach that celebrates the power of sport and shares the warmth, community, and spirit of PEI. The new logo is derived from both a spark and a maple leaf, and represents the Canada Games vision to “spark greatness.” Within the shape is PEI’s iconic Confederation Bridge with a tonal array of blues representing the ocean and greens symbolic of the Island’s rolling hills.

“We believe the 2023 Games brand captures the essence of our province and is something all Islanders can be proud of,” said Brian McFeely, 2023 Canada Games Board Co-Chair. “Today is an important milestone as we prepare to host a world-class event and share PEI with every corner of the country. In 2023, we’re all Islanders.”

"The Government of Canada is proud to support the PEI 2023 Canada Winter Games Host Society as it prepares to welcome the nation in 2023,” said the Honourable Steven Guilbeault, Minister of Canadian Heritage. “Hosting such a major event will bring significant sport, economic, cultural, community, and social benefits to the province and will leave lasting legacies. We look forward to celebrating with thousands of athletes, coaches, and volunteers who help make our communities stronger."

“We are looking forward to welcoming athletes, parents, coaches, officials, and mission staff from across the country to come to the birthplace of confederation and take part in the 2023 Canada Games,” said Premier King. “Islanders are known for their warm hospitality, their passion for sport and culture, and their deep sense of community – all of which are embodied in the 2023 brand that is being unveiled here today.”

“As we look forward to 2023, we want to inspire the next generation of Canadian athletes and leaders to stay engaged in sport and to keep dreaming about the next Canada Games,” said Dan Wilcock, President and CEO of the Canada Games Council. “We’re proud to unveil the new Canada Games brand and thank the PEI Host Society for supporting our shared vision of sparking greatness — in athletes, communities and Canada as a whole.”

Today, the PEI Host Society also welcomed Atlantic Lottery as a major sponsor of the Games. The new partnership names Atlantic Lottery the exclusive presenting partner of the Volunteer Program which includes logo placements on every volunteer uniform.

“We’re thrilled to welcome Atlantic Lottery to the Canada Games family,” said Wayne Carew, 2023 Canada Games Board Co-Chair. “Our volunteers are the lifeblood of the Canada Games. It takes thousands of people working together to plan and support all the athletic and cultural events around the Games. We couldn’t think of a better partner to support our volunteers and help us deliver an enriching Games experience.”

In addition to the Volunteer Program, Atlantic Lottery is also presenting sponsor of curling and will have a presence in all competition venues. With over 5,000 volunteers needed, Atlantic Lottery will be engaging with communities and Islanders from across the province over the next two years to help bring the Games to life.

"Supporting our local communities and celebrating what makes our region so unique has always been a top priority for us at Atlantic Lottery," said Patrick Daigle, Atlantic Lottery President and CEO. "That's why we are so pleased to sponsor the 2023 Canada Winter Games and look forward to celebrating this iconic national event right here at home."

Starting today, the 2023 Canada Games will begin introducing the brand across several marketing touchpoints, including a launch video narrated by singer-songwriter, and PEI native, Lennie Gallant. A new website and online store have also been rolled out with official Games merchandise now available for purchase.

To view the 2023 Canada Winter Games brand video and learn more about the 2023 Games, please visit


Brand video

Marketing images


About the 2023 Canada Winter Games in Prince Edward Island:

As a province known for its hospitality, we’re excited to welcome the 2023 Canada Winter Games to Prince Edward Island. From February 18 – March 5, 2023, the Games will bring together over 3,600 athletes, managers and coaches, across 20 different sports, for the largest multi-sport event in the country. With a forecasted economic impact of over $100 million, the 29th edition of the Canada Games will be the largest event hosted in Prince Edward Island’s history.

Surrounded by ocean, beauty and spirit, we’ll welcome the best athletes in Canada to the birthplace of Canada. Together, we’ll spark greatness and celebrate the power of sport and share the warmth, community, and spirit of Prince Edward Island with every corner of the country. From athletes and coaches to volunteers and fans, the 2023 Games will make every Canadian an Islander.

Media Contact:

Garet Cameron

Director–Marketing, Communications & Stakeholder Relations

2023 Canada Winter Games Host Society

(647) 819-0984

About Atlantic Lottery:

Atlantic Lottery is publicly owned by the four Atlantic provinces and provides government-regulated and responsible lottery products to Atlantic Canadians who choose to game. 100 per cent of lottery profit stays right here in Atlantic Canada each and every year to help fund essential services like health care, education and infrastructure. Atlantic Lottery has returned more than $10 billion in total profit to the region since its inception in 1976. To learn more, visit

Media Contact:

Lindsay Meekins

Public Relations Strategist

Atlantic Lottery

506-867-5800 ext. 5840

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