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Study reveals that sponsors are investing more in education properties
OTTAWA, September 13, 2011 — The fifth annual Canadian Sponsorship Landscape Study shows that, in 2010, more Canadian corporations made their largest single sponsorship investment in an education property, a significant change compared to 2009. This is an important finding for Canadian educational institutions, including school-related properties such as varsity teams, associations and clubs.
The study further demonstrates that Canadian sponsors were more concerned with brand perception, brand value and brand alignment in 2010 than previously.
“Today’s sponsor has a specific internal sponsorship platform,”says Norm O’Reilly, a professor specializing in sport business at the University of Ottawa’s Faculty of Health Sciences. “Whether it is education, healthy and active living, or something else, sponsors align themselves with sponsees whose objectives match the sponsor’s value proposition.”
Led by Professor O’Reilly and Professor Benoit Séguin, also of the University of Ottawa’s Faculty of Health Sciences, and based on primary research commissioned by the Canadian Sponsorship Forum and the Sponsorship Marketing Council of Canada (SMCC), the Canadian Sponsorship Landscape Study (CSLS) surveys sponsors, sponsees and agencies regarding sponsorship trends and investments over the previous year. It provides the most comprehensive information on the scope, scale and trends of Canada’s sponsorship industry, including industry size, spending by sector, activation trends, evaluation practices, strategic priorities and future outlook.
“With the size of the Canadian sponsorship industry reaching 1.55 billion dollars in 2010, there is a fundamental need for a specific understanding of the sponsorship landscape in Canada,”explains Professor Séguin. “The CSLS meets this demand.”
Other key findings of the 2010 CSLS include the following:
- Sponsorship spending overall continues to grow.
- The impact from the 2010 Vancouver Olympic Games is over.
- Sport (both professional and amateur/Olympic) as the focus of sponsorship spending has experienced a significant decline in one year.
- Entertainment has developed recently as a new and creative area of sponsorship opportunities.
- Sponsors, sponsees and agencies are concerned about limited financial and human resources, and the economy.
The full CSLS report can be downloaded at www.sponsorshiplandscape.ca.
Data collection for the sixth annual CSLS will begin in January 2012.
About the Canadian Sponsorship Forum
The Canadian Sponsorship Forum presents a conference format completely unique to the industry. Since its debut in 2005, the Forum has been delivering best-in-class sponsorship data and information while partnering with the most successful Canadian sponsorship properties. In 2012, the Forum will be held in Montreal in conjuction with the Just For Laughs festival where the 6th annual CSLS will be presented.
For more information, visit www.canadiansponsorshipforum.com
About the Sponsorship Marketing Council of Canada
Formed under the auspices of the Association of Canadian Advertisers, the Sponsorship Marketing Council of Canada was created to further the development of best practices and accountability in the field of sponsorship marketing. As the leading association for the Canadian sponsorship marketing industry, members of the SMCC represent the country’s top sponsors, property owners, agencies, consultants and suppliers.
For more information, please visit www.sponsorshipmarketing.ca
