Laurentian University’s School of Sports Administration (SPAD) started a unique project in 2001 to analyze Canadian sport, recreation and physical activity funding. Committed to the development of the sport system, Royal Bank Financial Group, Pepsi-QTG, Frito Lay, Toronto Blue Jays, Ottawa Senators, Montreal Alouettes and IMG joined with the federal and Ontario government to support the activities of the Institute for Sport Marketing (ISM). The ISM Founding Partners committed $505,000 plus $75,000 VIK through June 2006 in the initial contract phase.
Background
Dr. Robert Wanzel (Founding Chairman, SPAD) created the Institute for Sport Marketing after discussion with sport system professionals revealed that a needed Canadian database of sport marketing/sponsorship statistics did not exist. Canada has many examples of successful corporate partnerships with sport but detailed information and the trends for the Canadian sport marketing/sponsorship industry require further research. The sharing of results is necessary to expand the pool of Canadian corporations that understands the value of investing in sport as an effective business strategy.
ISM Results
