3M Canada, whose administrative offices are based in London, announced on Friday they will be providing substantial support to the 2013 World Figure Skating Championships next spring.

By sponsoring the entire volunteer program, 3M is now a “presenting partner” of the global show running from March 11 to 17.

“Our sponsorship will enable them to coordinate all of the volunteers, feed them, dress them — those sorts of things,” Paul Madden, 3M president, said. “We leave it up Skate Canada to take care of the rest.”

Madden did not disclose the company’s contribution in dollar amount.

Newly appointed local organizing committee chairman Bill Boland, in charge of the volunteer base, says a sporting event of this magnitude is fueled by its free labour, as thousands of man-hours will be needed in order for the showcase to operate smoothly.

It will be the first time the WFSC have been held in Canada since Calgary played host in 2006. The estimated economic impact from the London event is more than $25 million, including revenue made by nearby hotels, restaurants, and other local businesses.

Organizers say an audience of more than 150 million people will be watching via television as well, putting the Forest City on the international map for, at the very least, a 10-day period.

“You couldn’t even begin to buy the advertising that is going to be free around the world for this event,” Boland said.