VOLUME 35

Number 19

October 15, 2020
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

October 26, 2020
12:30 p.m. - 3:30 p.m. Eastern Time
Chris Baylis
The Sponsorship Collective

October 27, 2020
12:30 p.m. - 3:30 p.m. Eastern Time
Evan Kubes
Rumble Gaming and the MKM Group

October 28, 2020
12:30 p.m. - 3:30 p.m. Eastern Time
Early-bird pricing ends Midnight, Eastern Time, October 15
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
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  tsr@sponsorship.ca

Publisher/Editor: Mark Sabourin

Contributing Editors: Peter Kenter, Christine Krupa, J.D. Taillon

Editorial Advisor: Judith Barker
Founding Publisher: Kenneth Scott

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