10/01/2013 12:56 EDT | Updated 01/23/2014 06:58 EST

Canada's Luge Team 'For Sale,' Calgary Event Declares

Canada’s elite luge athletes today started their first training runs of the Olympic season by sporting “for sale” stickers in place of corporate logos on the front of their helmets.

The luge team held a media conference at WinSport’s Canada Olympic Park in Calgary to get the word out that new corporate sponsors are needed.

A similar event four years ago landed the team a $1-million sponsorship agreement with a financial company. That deal has now expired, the Canadian Luge Association said in a release.

Corporate support helped Canada’s luge athletes achieve success at the World Cup and World Championship levels, the association said.

All four athletes on this year’s team — Alex Gough, Sam Edney, Tristan Walker and Justin Snith — are from Calgary.

Canada is considered a medal threat in both Gough’s event — the women's singles — and in the relay event.

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