Naming Rights
Why are naming rights an attractive opportunity for corporate sponsors? I think companies have individual motives for purchasing naming rights, but there are usually…
Articles
Q&A with PRP Inc.
“I focus on making 10-second memories, because your brain can only remember 10 seconds at a time. That could be the final touchdown, the…
Hired Guns: Charmaine Crooks
What drives you to devote so much of your time to sports activism and charities? I feel a sense of responsibility because sport gave…
Kickoff
Canadian Sport Tourism on the Rise Visitor expenditures associated with sport tourism surpassed $6.5 billion in 2015, a 13 per cent increase over 2014,…
Accommodations: Hotel Sponsorships
What do you do when the UFC wants everybody in town to know its fighters are staying at your hotel? Conversely, how do you…
VIP Packages
Your company’s best clients and top performers have likely seen the winning goal at the Stanley Cup finals, or they’ve sat in the by-invitation-only…
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…
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…