Close-up of Cheerios Canada Olympic box
May 17, 2021 • By

Cheerios Cheer Cards return for Tokyo Olympics

A historic decision was made earlier this year when Canadian athletes learned that they would be competing without overseas spectators at the Tokyo Olympic Games.

To help fill the missing cheers from the stands, Cheerios Canada is bringing back its special edition Cheer Cards, asking Canadians to ‘Be The Cheer’ and support Team Canada with personal messages of applause. 

While You’re Sleeping | Cheerios

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Cheer Cards allow fans to handwrite and send heartfelt messages to the athletes as they go for the gold. 

Cheerios Canada Cheer Cards

“Cheer is a powerful thing – it’s why we created the Cheerios Cheer Card program over 10 years ago,” says Emma Eriksson, vice president of Marketing for General Mills Canada. “We’ve seen the impact Cheer Cards have had on athletes over the many years that we’ve been a proud supporter of Team Canada. It has been an extra-long road for them, and they need our support now more than ever. 

Over 100,000 cards have been delivered since the campaign’s inception in 2010. 

This year, Cheerios is hoping Canadians will join them in their ambition to send over 30,000 Cheer Cards, which would be the largest delivery yet. 

Andre De Grasse Quote

“Research has shown that cheers from a crowd can be directly linked to the performance of an athlete*. With approximately 400 Team Canada athletes expected to be far from home and juggling new restrictions, we can make every single athlete feel our cheer from afar,” adds Eriksson. 

To showcase the impact cheer can have, Cheerios is partnering with beloved Team Canada athletes including Andre De Grasse (Athletics), Penny Oleksiak (Swimming), Rosie MacLennan (Trampoline), Matt Berger (Skateboarding) and Jennifer Abel (Diving).

Cheerios Canada Olympic Athlete pacakaging

Sending cheer in Canada is as easy as 1-2-3-4! 

  1. Look for specially marked boxes of Cheerios in grocery stores in Canada, while supplies last. As a bonus, purchase two boxes of Cheerios and receive a free beach towel so you can Cheer the North wherever you go this summer. 
  2. Cut out the Cheer Card from the cereal box. 
  3. Write an encouraging message for Team Canada 
  4. Drop it in a Canada Post mailbox. With the help of Canada Post, cards will be delivered free of charge to the athletes in Tokyo. The last day to send physical cards is end of June. 

To drive even more excitement as Canadian athletes compete for the podium, Team Canada athletes will appear on select Big G cereal boxes throughout the games. Be sure to look out for these limited-edition boxes on shelves this June. 

And follow @CheeriosCA for an exclusive look as these athletes prepare for their journey in Japan. 

To learn more about the program or to send your Cheer Cards digitally, visit @CheeriosCA on Instagram or 

*NPR Short Wave. (2020, August 20). How The Lack of Fans Is Changing the Psychology of Sports 

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