Honda Edmonton Indy – new sponsorship renews event

Edmonton Indy gets title sponsor, and maybe the chance to keep the event going.  Honda has signed on as a one year title sponsor, in the hopes that the city run event will at least break even.  This year’s Indy will be held July 23-25 at the City Centre Airport. Not everyone is convinced that […]

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SMCC Chair reports from Sponsorship Forum in Whistler

Monique Giroux, Senior Director, National Sponsorships, CIBC Customer Marketing and Chair of the Sponsorship Marketing Council of Canada, recently attended the Canadian Sponsorship Forum in Whistler. Here’s what she had to say. As the Chair of the Sponsorship Marketing Council of Canada, I had the absolute pleasure of attending the Canadian Sponsorship Forum in Whistler […]

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GM – transitioning sponsorship through tough times

Going through thousands of contracts during major economic turmoil changed how GM analysed their sponsorship portfolio.     Factors affecting the change: Automotive business has a new economic reality. Smaller audiences, less activity, fishing in a smaller pond Consumer consideration is different Median age of consumer is getting older Product line has been reduced (now […]

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State Farm learns that losing some control of your brand can make a big difference

Changing image. Being more relevant and genuine helped to make State Farm hip with young adults. From initial  rejection (their brand was turning off young adults)  to product placement in programs, State Farm patiently embraced the changes that  helped their business.   By listening to their audience, and being authentic, State Farm transformed from a stodgy brand, […]

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BMO unifies sponsorship properties

Bank of Montreal had a challenge.  They  were  faced with a diverse sponsorship property portfoli0 with a combination of national and regional properties, as well as the need to work with many different lines of business.  They also realized that they couldn’t own top position with every one of their sponsorships.  Read how they came up with an effective […]

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Sponsor summits add value to current and future partners

The Vancouver Canuks know about how important sponsor summits can be.  On a three year cycle, the team hosts a summit to help them reconnect with current sponsors, educate new partners and do some prospecting, buy inviting potential prospective partners. Sponsor summits are important for all sizes of property owners.  Bringing your sponsors together provides […]

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Social Media and Sponsorship Promotions

Everyone wants to know if they should be using social media to leverage their sponsorships.  But even if you aren’t sure if you will use it, you should be aware of  some general rules about social media.  Marry Hutchings Reed and Brian Heidleberger, with Winston & Strawn LLP, highlighted a few things you need to know about sponsorship promotions […]

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Consumer value through partnerships for Bacardi

Bacardi USA spoke today about the importance of partnerships and finding your dream sponsorship partner date. Attributes of a great sponsorship partnership include common interests, willingness to try new things, chance to be introduced to the social scene you are interested in, invites to great parties, a platform where you can display your finer qualities. These are […]

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Cause and social media big themes at sponsorship conference

Cause, volunteering, or as they reference it here in the US, service, is a big trend that isn’t going away, according to the conference keynote here in Chicago. Following are trends that will be reviewed in more detail over the next two days. – movements should replace campaigns. Companies like Pepsi and their refresh campaign […]

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