August 6-21, 2022
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Absolute XM


by: 2021 Canada Games Host Society


Absolute XM, an experiential and festival development agency, will assist with the creation of Niagara Place at Canada Games Park and the 13-for-13 Cultural Festival — two events that will be prominently featured throughout the 2021 Canada Summer Games in Niagara

July 13, 2020 (Niagara, ON) – The 2021 Canada Games Host Society is excited to announce that Absolute XM will be the Official Festival Experience Partner of the Niagara 2021 Canada Summer Games, and play an essential role in the delivery of the event experience and cultural programming, which is highlighted by Niagara Place and the 13-for-13 Cultural Festival. 

Set to be hosted at a football field-sized venue, Niagara Place will be a daily outdoor festival event at Canada Games Park, free of charge, that will allow visitors of the Games to take in live performances from local artists, artistic exhibits, and elements of the region's culinary scene. At the same time, the 13-for-13 Cultural Festival will see each of Niagara’s 13 municipalities (including the Regional Municipality) partner with and host a cultural event specific to each Canadian province and territory during the 2021 Canada Summer Games. This event will rotate nightly, changing from one municipality to another, and celebrate each province and territory’s cultural heritage and identities through entertainment, food, art, dance and more.

“The 2021 Canada Summer Games represents an exciting opportunity for us to celebrate Canadian culture and to showcase Niagara’s cultural and artistic riches,” said Doug Hamilton, Board Chair of the 2021 Canada Games Host Society. “We are excited to work alongside an agency, like Absolute XM, to bring Niagara Place and the 13-for-13 Cultural Festival to life. Absolute XM has a long history of producing one-of-a-kind experiences at major events in the Niagara Region, exemplified by their work at the Niagara Grape & Wine Festival, and we look forward to collaborating with them and our municipal partners to deliver these events during the Games in August 2021.”

With a wealth of experience in festival development and brand activation, Absolute XM is the perfect partner to lend support to these two marquee events. The Toronto-based experiential marketing agency will be tasked with contributing to the development and onsite operations of Niagara Place at Canada Games Park, while also working collaboratively with all of Niagara’s municipalities to help deliver the 13-for-13 Cultural Festival during the Games.

“We are really thrilled to help put on display the incredible craft, culture and community of the entire Niagara Region here at Niagara Place,” said Anil Rebello, President of Events and Promotions at Absolute XM. “We are honoured to work alongside Niagara’s 13 municipalities as they integrate Canada’s provincial and territorial representation across their beautiful and iconic settings,” added Danylo Swider, Director of Strategy and Promotions at Absolute XM.

Absolute XM is no stranger to successfully developing regional and national events. Some of their previous work of note includes Rogers Hometown Hockey, the St. Catharines International Buskerfest, the Cuvee Grand Tasting, and the TD Niagara Jazz Festival. Over the past 10 years, this agency has helped build tourism, economic growth and community value in Niagara through their efforts in the region.

About the Niagara 2021 Canada Summer Games

At the peak of Niagara’s boldest summer yet, more than 5,000 young athletes and their coaches will gather to compete for the podium in Canada’s largest multi-sport event. On its road to glory, this shining generation of hopefuls will leave its mark on our community and on the country – transforming, inspiring, and unifying us all through the power of sport.

As ambassadors of Niagara’s unrivaled warmth and compassion, thousands of volunteers will play host to the nation. The Niagara 2021 Canada Summer Games will celebrate the wonder of sport alongside arts and culture. The Games will honour our indigenous communities, and showcase a remarkable heritage of hard work and innovation in one of the world’s most awe-inspiring destinations.

With world-renowned hospitality, the people of Niagara will welcome visitors from across the country. Spirited events, spectacular entertainment, and the theatre of elite competition will spark new energy in the region as our streets, skies, and waterways shimmer with ceremony and celebration that is befitting of Canada’s best young athletes.

From August 6th to 21st, 2021, Niagara will surge stronger than ever on the national stage. The Games will give rise to a new legacy of ambition, confidence, and compassion that will inspire generations to come. For further information, visit us at or follow us on Twitter, Facebook, and Instagram (@2021canadagames).

Media Contact:

Christopher Séguin, Media & Communications Coordinator


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