OCTOBER 18, 2016

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Organizations and their sponsor partners will be working even harder to create new activations that help reach target markets in more meaningful and engaging ways. That’s the conclusion of the 10th Annual Canadian Sponsorship Landscape Study, an annual survey of sponsors, properties and agencies, presented by IMI International, the Sponsorship Marketing Council of Canada and T1 Agency.

Here are the study’s top 10 expectations going forward:

1: Industry spending on both rights fees and activation will hold steady. However, the nature of how sponsors and properties activate will change.

2: Organizations will move towards integrating sponsorships more internally.

3: Social media will fall as a target of activation investment.

4: Companies will integrate traditional platforms for sponsorship with new platforms.

5: Live content will continue its reign as a driver of sponsorship investment.

6: Festivalization is a fundamental activation platform that will see much growth and diversification in the coming years.

7: Cause will become an increasingly important and integral component of all great sponsorships.

8: Sponsorship marketers will become more strategic about who they want to interact with. Target markets will become more defined.

9: The industry will see a change in how sponsorship activations and interactions are measured.

10: Training, education and resources to aid with sponsorship practices will become more formalized.

Download your copy of the 10th Annual Canadian Sponsorship Landscape Study.


Look for more industry news and ideas at To share your own best practices with other readers, meet us on Facebook and Twitter.


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Canada 150

Celebrate Canada's 150th birthday in 2017 with inspiring gift ideas for everyone on your team—from fans and volunteers to athletes, coaches and VIPs.

Save the Date


When: November 3 – 5, 2016
Where: Richmond, B.C.
Agenda: Annual gathering of Canada’s sport administrators, executives, coaches and researchers.

Prime Time Sports Management Conference

When: November 13 – 15, 2016
Where: Toronto
Agenda: Leading edge strategies for managing and marketing the business of sport.

Western Sponsorship Congress

When: November 23 – 24, 2016
Where: Edmonton
Agenda: One of Canada’s largest sponsorship focused events.

Inside Track

Electronic Travel Authorization

The CSTA is reminding all sport organizations about the new Electronic Travel Authorization (eTA). All visa-exempt travellers to Canada (except U.S. citizens) will need an eTA to board their flight to Canada. Canadian citizens, including dual national Canadian citizens, will need a valid Canadian passport to travel to Canada by air. While the eTA became a mandatory entry requirement on March 15, 2016, the grace period ends November 9, 2016.

Baseball participation on the rise

More people across Canada are playing baseball, according to new data from Baseball Canada. More than 120,000 Canadians played baseball across the country this summer representing an increase of 14 per cent, or 15,000 participants, compared to the same period a year ago. Baseball Canada, which gives much of the credit to the success of the Toronto Blue Jays, said that all 10 Provincial Sport Organizations reported an increase in registration over 2015.

Canada Games Activity Challenge

The Canada Games Council says that its new Canada Games Activity Challenge, which will officially kickoff in elementary schools in January, has been approved as one of the Canada 150 Signature Projects celebrating Canada's 150th anniversary. The online physical literacy tracker and rewards program is designed to help children and teachers build daily active healthy habits.

Nominations Now Open for CSTA Prestige Awards

The CSTA is currently accepting nominations for the 11th annual Prestige Awards, honouring the best in sport events, volunteers, organizations, sponsors and leaders in seven different categories. Deadline for nominations is December 22. The awards will be presented on March 21, 2017, during the CSTA's annual Sport Events Congress in Ottawa.

Look Who's Hosting: Regina will host the World Broomball Championship November 1 – 5, 2016; Ottawa will host the Canadian Tire National Skating Championships January 16 – 22, 2017, and Red Bull Crashed Ice on March 4, 2017; Winnipeg will host the Canada Summer Games July 28 – August 13, 2017; Montreal will host the FIG Artistic Gymnastics World Championships October 2 – 8, 2017; Swan River, Man., will host the Canadian Mixed Curling Championship November 12 – 18, 2017; and Red Deer will host the Canada Winter Games February 15 – March 3, 2019.

Share your event news, case studies or story ideas with the editor at


 Job code

 Opportunities, training & education

Manager – Financial and Administrative Services
Softball Canada seeks a dynamic individual to be its manager, financial and administrative services. This is a permanent, four-days-a-week position in the organization's Ottawa office.
Application deadline: October 30, 2016

Graphic Design Executive
Mississauga, Ont.-based Cosmos Sports is hiring a full-time graphic designer to oversee the development of visual concepts and communicate ideas that inspire, inform, and captivate consumers.
Application deadline: November 11, 2016

Recent Appointments: Judo Canada has named Nicolas Gill as interim CEO... The Canada Games Council (CGC) has appointed David Patterson as president and CEO... Tom Quinn, CGC chairman since 2009, has been recognized as an Officer of the Order of Canada.

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