Winnipeg Shout-Out
Have you ever been to a Winnipeg Jets home game and witnessed the True North Shout-Out? Ever since the Jets returned to the city…
-SPRING 2017-
Lessons from Fort McMurray
Despite the challenges, the Regional Municipality of Wood Buffalo community and Baseball Canada pulled together to host 10 teams with 240 players, plus scouts, officials and…
Fantasy Free-for-all
Last August, a sold-out crowd of more than 15,000 packed Toronto’s Air Canada Centre for the North American finals of League of Legends, a…
Snapchat Geofilters
A Snapchat geofilter campaign that celebrated young Ontario athletes also scored big marketing points for Nike. Nike created a special geofilter used on the…
A Piece of the Action
What do you give the sports fanatic who’s already collected the T-shirt, the cap, the hoodie, the scarf, the bobbleheads and maybe even a…
Hockey de Rue – Together for the Kids
The Event In addition to building outdoor ice rinks in disadvantaged neighbourhoods across Quebec through its Bleu Blanc Bouge program, the Montreal Canadiens Children’s Foundation (MCCF)…
You Can Play
“That’s so gay!” “He throws like a girl!” Too often, words like these filter out from locker rooms across the country. We want our…
Canada in 2017: Industry Roundtable
Angela Kryhul: Tell us about a trend, opportunity or challenge that’s on your radar for 2017. David Patterson: One of the trends we’ve seen…
Instant Icon: U Sports
Last fall, the 110-year-old Canadian Interuniversity Sport/Sport interuniversitaire canadien (CIS SIC) gave its image a makeover, with a new name, logo and online presence. Now known…
We The North
The Toronto Raptors’ We The North campaign is a feel-good phenomenon that managed to capture hearts, imaginations and wallets. And by happy accident, it had a…
Rogers Place, Edmonton
There is a patch of former railway yard in downtown Edmonton that is changing the city. It’s bringing jobs, private investment and development, even…
One-on-One with Jeff Atkinson, Honda Indy Toronto
How are you growing motor sports in Toronto? From our local market standpoint, it’s about being very strategic and finding great marketing partners. In…
Hired Gun: Scott Kress
Adventurer, team-building trainer and motivational speaker, Scott Kress, is an Everest veteran who’s climbed the highest peak on each of the seven continents. His…
Communicating with Purpose
The communication landscape changes so quickly that it’s challenging for sport organizations to keep up on the latest and most effective media channels, let alone pumping out…
The Case for Stay-to-Play
In its 2016 season, Water Polo Canada’s National Championship League (NCL) brought together 63 clubs for 750 games across Canada. And for the finals…
In the Zone: All STEAMed Up, Training Hockey’s Next Leaders
Sometimes, the most effective activations are also the simplest. Here are just a few of the recent fan zone activations that really struck a…