Canadian Olympic torch relay bearers Jamie Piekarz, left, Joel Lightman, centre, and Kunaal Jagtianey, right, ride a double-decker bus as they take part in a media availability in Toronto on Tuesday, June 5, 2012.Nathan Denette/The Canadian Press
You can outrun an opponent, but you can't outrun your own handle. Athletics Canada will feature the Twitter addresses of athletes on their competition bibs as they blaze down the track at the Canadian track and field trials at Calgary's Foothills Athletic Park, June 27-30.
The Calgary strategy enhances the visibility of athletes with fans and sponsors. It also helps Athletics Canada fulfill its mandate, says Mathieu Gentes, Athletics Canada's director of public relations and corporate service s.
"We need to find new and innovative ways to promote our sport and our athletes," Gentès said. "Twitter has become a very powerful tool and will only continue to grow.
"A fan or casual observer can catch a glimpse on television, or a picture or an article and immediately go to Twitter and begin following and interacting with the athlete. That's powerful stuff."
Athletes competing in the Canadian trials – and who are active on Twitter – can join the program by sending an e-mail with full name and Twitter handle to twitter@athletics.ca by June 15. Athletes should also include the event(s) in which he or she will participate. Handles deemed obscene or inappropriate will not be authorized.