Captive Audience
How the Canadian Olympic Committee engaged fans with its We Are All Team Canada campaign By Wendy Helfenbaum When the 2020 Tokyo Olympic Games…
Marketing & Sponsorship
More Meaningful Sponsorships
By Bonnie Schiedel Sport organizations and corporations have a long history when it comes to sponsorship—the corporation gives the funds, goods or services, and…
DRIVING DONATIONS
DRIVING DONATIONS Honda’s Junior Red Riders program teaches children aged six to 12 how to safely ride. A private lesson is also provided to…
New logos for Football Canada, Softball Canada and Ontario Soccer
Football Canada Football Canada’s cleaner, more contemporary logo is inspired by three earlier versions plus the one used prior to 1984 when the group…
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…
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…
Virtual meet-and-greet
Virtual meet-and-greet Among the dozens of activations showcased during Tennis Canada’s Rogers Cup, held in Toronto this past summer, was the Meet a Player…
Focus on sponsorship activation
CIBC’s Big Game Strategy CIBC was all in this past summer as lead partner of the Toronto 2015 Pan Am/Parapan Am Games. From branded…
Fuelling Women Champions
A new, multi-year program spearheaded by Dairy Farmers of Canada aims to get more women and girls involved in sports. That includes making women’s…
How to Write a Killer Proposal
Why are so many events still offering the typical gold, silver and bronze sponsorship packages? The idea of gold, silver and bronze has…
Canadian tire covers all the bases
Canadian Tire Covers All The Bases From the playground to the podium: that, in a nutshell, sums up Canadian Tire’s commitment to both amateur…
Anatomy of a redesign
Spring 2015 Major League Soccer (MLS) has achieved several milestones over the past two years, including the introduction of new teams and the opening…
Offside Rules: How to engage attendees off-field
How sports organizers are using unique off-field experiences to grow their events, raise funds and engage attendees By Connie Jeske Crane, Spring 2015 In…
Collectible: Rogers Cup and the Art of Tennis
Fall 2014 Rogers Cup presented by National Bank | Men’s Tournament | Toronto | August 2-10, 2014 Rogers Cup, Canada’s longest running and most prestigious professional tennis…
Instant Icon: Meet Big Joe
He’s the larger-than-life mascot of the Ottawa Redblacks, inspired by a 19th century French Canadian folk hero. Jeff Hunt, president, Ottawa Sports and Entertainment…
Sponsorship: What’s in a Name?
ooo 00 Many communities raise money by selling the naming rights to their sports facilities. The most obvious opportunity is to put a sponsor’s…