2010 Study to be Released at 2010 Canadian Sponsorship Forum
TORONTO – The 2010 Canadian Sponsorship Landscape Study will be released immediately following the Olympics and during the final weekend of the Paralympic Games. Being presented at the 2010 Canadian Sponsorship Forum in Whistler, BC from March 19-21, 2010, the Study will provide an indepth report on the past, current and future state of the Canadian sponsorship industry.
In its fourth year, the Canadian Sponsorship Landscape Study is being presented by the Canadian Sponsorship Forum and the Sponsorship Marketing Council of Canada (SMCC). This alliance will leverage the partnersʼ respective reach and ensure the most extensive report on the Canadian sponsorship industry to date.
With a survey being conducted by the Institute for Sports Marketing (iSM) and supported by IMI International, the Canadian Sponsorship Landscape Study explores research from over 750 sponsors, agencies and properties. It provides the most comprehensive information on the scope, scale and trends of Canadaʼs sponsorship industry, including industry size, spending by sector, activation trends, evaluation practices, strategic priorities and future outlook. Led by Dr. Norm OʼReilly of Syracuse University and Benoit Séguin of The University of Ottawa – both of whom are affiliated with ISM – the Study is a big draw for delegates at Canadaʼs leading sponsorship conference, the Canadian Sponsorship Forum.
“The Canadian Sponsorship Landscape Study and the Forum itself should not be missed by anyone engaged in Canadaʼs sponsorship and marketing industry,” said Dr. OʼReilly. “It is essential for us as marketers to be on top of the most up to date industry information. Gaining an understanding of the Canadian sponsorship landscape will provide delegates with key information to identify business opportunities and how to maximize those opportunities. Itʼs an investment that will grow your business.”
A key element of the 2010 Canadian Sponsorship Landscape Study will be a special look into how the sponsorship industry was affected or influenced by the Vancouver 2010 Games in Canada and what the future holds for the industry following the Games. In February of 2009, the third Canadian Sponsorship Landscape Study captured the state of sponsorship in Canada pre-Games. Some key findings of the 2009 Study were:
- The Canadian sponsorship pie was $1.39 billion in 2008. This is a 14 percent increase from $1.22 billion in 2007, and a 25 per cent increase from $1.11 billion in 2006
- Growth of sponsorship was combined with increased sophistication in its use, specifically with respect to investments in activation and evaluation
- There was a high importance of external influences, considering Vancouver 2010 and the economic crisis
- External influences had varied effects on the future outlook for sponsorship in Canada. While sponsors expected a decline in 2009, properties expected the industry to grow
With the 2010 Canadian Sponsorship Landscape Study’s release, 2010 Canadian Sponsorship Forum delegates will have an exclusive first-look into the future of the Canadian sponsorship landscape, post 2010 Winter Games.
Those engaged in the sponsorship and marketing industry are encouraged to take 20-30 minutes to participate in the Canadian Sponsorship Landscape Study survey. Survey participants and delegates of the 2010 Canadian Sponsorship Forum will receive a copy of the final Canadian Sponsorship Landscape Study report at no cost.
To participate in the survey please visit www.sponsorshiplandscape.ca or the SMCC homepage at www.sponsorshipmarketing.ca; for the French version please visit www.sondagecommandite.ca. The survey is expected to close March 5, 2010.
For more information contact:
Christine Hogg
Coordinator, Sponsorship and Marketing Consulting
TrojanOne
10 Alcorn Avenue, Suite 101
Toronto, ON
M4W 3A9
Tel: (416) 355-2684
Fax: (416) 920-7408
christine.hogg@trojanone.com
