VOLUME 35 Number 19 October 15, 2020

Princess Margaret Cancer Foundation launches new gaming platform As you’d expect from someone holding the title Head of Esports and Gaming, Kevin Truong is bullish about Quest to Conquer Cancer, the Princess Margaret Cancer Foundation’s foray into gaming as a fundraising vehicle. “We believe we’re building something really special that will be one of our staple events, like the Ride [to Conquer Cancer],” Truong says. The program gets underway October 19, but a test-run launched the weekend of October 3 demonstrated its potential: it raised $50,000 with virtually no marketing behind it. Quest to Conquer Cancer was designed with the help of Toronto agency Rumble Gaming as a first-of-its-kind global property. It’s an “always on” program to take advantage of the unique nature of the gaming ecosystem, but it will also feature bookended events within the year intended to attract sponsors, and an annual capstone event in December called Quest Together, Conquer Together, that Truong hopes will interest a presenting partner. Evan Kubes, President of Rumble Gaming says the program will deliver eight-figure impressions – “definitely in the 50 million range.” Though Quest to Conquer Cancer’s ambition is to engage the entire gaming ecosystem, its initial focus is on streamers. These are skilled gamers who live stream their play and provide a running commentary while doing so, and are an ideal vehicle for peer-to-peer fundraising. Kubes says Quest to Conquer Cancer has enlisted several of the gaming word’s top streamers already, but as an “always on” program, any streamer is welcome to join the program anytime. Streamers are the natural place to start, from the perspective of fundraising and sponsorship, explains Truong. They have already embraced fundraising, he says, because it provides a fresh narrative to weave into their commentary, making it more engaging to their audience. Sponsorship layers on prizing for streamers as they meet fundraising benchmarks. Loyal followers will donate in order to help their favourite streamers reach benchmarks and win prizes, says Truong. Donors are immediately recognized onscreen, engaging the streamer’s entire network. Streamers in turn will dial up their content to keep the dollars flowing. Prize sponsors are constantly recognized as a streamer’s fundraising total inches closer to a benchmark. “It’s a level of engagement that’s unique to gaming that gamers leverage really well,” says Truong. But to many brands, says Truong, it’s a different planet. One of the two big challenges he faces is convincing brands, particularly non-endemic brands, that gamers are relevant to their audience. The other big challenge, he admits, is helping brands in the gaming space understand how they can benefit from sponsorship. Seven bookended events are planned between now and Quest Together, Conquer Together, which will run the week of December 5. In an effort to acquaint new sponsors with the gaming space, each of those seven events will have one sponsor, explains Truong, and the ask is a modest $10,000. Truong expects each of those weeks will reveal the untapped potential of the property. “People need to see it to understand it,” he says. Learn more about gaming, esports and sponsorship at The Esports Brand Playbook, October 28, 2020, at 12:30 p.m. Eastern Time. See https://sponsorshipweek.com/esports/. In This Issue Princess Margaret Cancer Foundation launches new gaming platform Kruger promises a Big Assist to struggling hockey parents Sponsors buy into messaging behind a revived Canada’s Total Mom Pitch Dispatches from the trenches Esports gets a pandemic boost: PwC The Rules Have Changed Edmonton considers loosening naming rules Honda to exit F1 2020 Cashmere Collection hits the virtual runway Forest company backs Orange Shirt Day Hydro One promotes safety in sport

Kruger promises a Big Assist to struggling hockey parents “We basically rewrote our entire back-half marketing plan,” says Susan Irving, Chief Marketing Officer at Kruger Products, when explaining the genesis of Kruger Big Assist. It’s a new hockey-themed program that . . . Subscribe to learn more.

Sponsors buy into messaging behind a revived Canada’s Total Mom Pitch Without the foundation of the Total Mom Show, Founder and CEO Anna Sinclair figured Canada’s Total Mom Pitch would have to take the year off as well. But it hasn’t. In late September Sinclair launched the second annual Canada's Total Mom Pitch with two financial . . . Subscribe to learn more.

Dispatches from the trenches Only time will fully reveal the impact of COVID-19 on the sponsorship marketing community. Among agencies there are likely to be casualties; among the survivors, scars. But at least for the two contacted by TSR for this issue, the first seven months of the pandemic has been a period marked by equal measures of crisis management and reflection. The sponsorship marketing world has been changed by COVID-19, but so have the agencies that serve it, sometimes in a remarkable way . . . Subscribe to learn more.

Esports gets a pandemic boost: PwC PwC’s new sports market survey is forecasting an annual global growth rate of 3.3% in the next 3-5 years for sports in general. That’s down from the previous forecast of 8%, but still indicates strength given the . . . Subscribe to learn more.

The Rules Have Changed The corporate sponsorship industry has turned the corner. Brands are returning to the marketplace with new programs carefully engineered to meet the realities of today's environment. But it's not "business as usual." Sponsors are working with tighter budgets and are looking to meet specific objectives. Properties are being held accountable to deliver a strong return on investment. Do you have the skills and insights needed to compete in this marketplace? If you're not sure, invest three hours of your time at one of Sponsorship Week's 2020 digital workshops. Each of our sessions has been engineered to help you enhance your chances of success in today's ultra-competitive market.

Judy Haber Performance Sponsorship Group The Municipal Forum on Sponsorship Sales October 26, 2020 12:30 p.m. - 3:30 p.m. Eastern Time

Chris Baylis The Sponsorship Collective Sponsorship Valuation October 27, 2020 12:30 p.m. - 3:30 p.m. Eastern Time

Evan Kubes Rumble Gaming and the MKM Group The Esports Brand Playbook October 28, 2020 12:30 p.m. - 3:30 p.m. Eastern Time

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WHAT'S HAPPENING

[VENUES] Edmonton considers loosening naming rules Edmonton City Council is debating a relaxation of its naming rights policy that would allow it to sell naming rights to existing facilities. Edmonton’s current policy allows the naming of new facilities only. New names for five facilities are being considered: Terwillegar Community Recreation Centre, the Meadows Community Recreation Centre, the Clareview Community Recreation Centre, the future Lewis Farms Community Recreation Centre and the City-owned, partner-operated facility currently known as RE/MAX Field. City administration expects to generate $4 million to $5 million over the next 7 to 10 years through the new naming policy.

[MOTORSPORT] Honda to exit F1 Honda has announced that 2021 will be its final year in Formula One racing. Honda cited its commitment to achieve carbon neutrality by 2050 . . . Subscribe to learn more.

[CAUSES] 2020 Cashmere Collection hits the virtual runway CTV and Kruger Products have struck a new brand partnership. Kruger Products L.P. is promoting Kruger’s 2020 Cashmere Collection initiative, the kick-off to . . . Subscribe to learn more.

[CAUSES] Forest company backs Orange Shirt Day Forest products company Tolko Industries Ltd. is the new sponsor of the Orange Shirt Society’s annual Orange Shirt Day art contest. The contest invites children in grades K through 12 to submit designs for next year’s Orange Shirt. The winner . . . Subscribe to learn more.

[SPORTS] Hydro One promotes safety in sport The Coaches Association of Ontario, with support from partner Hydro One, recognized ten coaches from across Ontario with the province's highest coaching . . . Subscribe to learn more.

The Sponsorship Report is published for corporate sponsors, sponsored groups and intermediaries in sports, arts and entertainment, and causes. Published 23 times per year on the first and 15th day of the month (except January 1) by Database Publishing, P.O. Box 378, Campbellford, Ontario Canada K0L 1L0. Telephone: 705-653-1112  Fax: 705-653-1113  www.sponsorship.ca  [email protected] Publisher/Editor: Mark Sabourin Contributing Editors: Peter Kenter, Christine Krupa, J.D. Taillon Editorial Advisor: Judith Barker Founding Publisher: Kenneth Scott SUBSCRIPTION RATES One year: $260 + GST or HST payable in Canadian funds to Database Publishing Registered charities: $225 + GST or HST US and overseas addresses: US $260 GST # 89857 7416 © Copyright 2020 Database Publishing. No portion of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photo-copying, recording or otherwise, without written consent from the copyright holder.

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