A ROAD MAP FOR RENEWAL
Bouncing Back! is a strategy for Canada’s return to sport hosting. Authored by members of Sport Tourism Canada’s COVID-19 Recovery Task Force, the report recommends an adaptive recovery approach as we head into 2021. Intended as a tool to inform decisions, the report includes helpful revenue generating ideas for planning events. Here are just a few of the suggestions.
SPONSORSHIP REVENUE
» Offer added value and ROI to sponsors, especially on digital platforms and
TV activation
» Provide sponsors with special access to online viewers and fans (e.g., for sending out exclusive offers)
» Emphasize value-in-kind sponsorships to reduce event expenses
IN-VENUE REVENUE
» Create enhanced à la carte ticketed experiences (e.g., behind-the-scenes tours, meet the players, etc.)
» Offer multi-event tickets
» Include food and beverage when tickets are being sold
» Consider adding a COVID fee to ticket prices to cover incremental costs
AT HOME REVENUE
» Create add-ons to complement paid TV or streaming products (e.g., merchandise and/or food and beverage delivered on game day, branded lawn sign/flags)
» Charge small fee for webcasting events that don’t fit broadcast model
» Online 50/50 draws in locations where permitted
