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The business case for cause sponsorship
John Heppenstall interrupted my morning’s dog walk around the canal, and I’m glad he did. John was one of our most highly rated presenters last year at Sponsorship Toronto. I was eager to book him for...
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Purposeful cooperation
There are a few untouchable sponsorship categories. By law, tobacco for instance. If youth may be involved, alcohol brands have made the ethical choice to remain offstage. So what about Big Oil? Though...
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Double your revenue
We’ve been running workshops and conferences since 2000, when we acquired The Sponsorship Report. Back then, we ran Selling Sponsorships: Strategies for Success, and it was at the first of those...
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Never let the truth get in the way of a good story
Credit: Chris Denny When public sector organizations become involved in sponsorship, they have to prepare for scrutiny from a public and media that really don’t understand what sponsorship is about....
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A sport transformed. Thanks, Stacey.
Genie Bouchard is one of the many young tennis players to see their stock soar during Stacey Allaster’s tenure at the WTA With everyone else, I learned this morning that Stacey Allaster is resigning as...
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Storytelling or Compelling Narrative?
Sing in me, Muse, and through me tell the story of that man skilled in all ways of contending, the wanderer, harried for years on end, after he plundered the stronghold on the proud height of Troy. So...
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Canada’s Team? Prove it.
Photo by Keith Allison via Wikimedia Commons I’m waiting, a bit impatiently, for the opening of the American League Divisional Series October 8 at Rogers Centre in Toronto. Yes, I’m waiting for the...
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A kind word about Rob Ford
Let me say something good about Rob Ford. Toronto’s most famous Chief Magistrate probably won’t be remembered for his October 2013 junket to Austin, Texas. A month later, he would admit that the...
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Kim Skildum-Reid is coming to Toronto
In the sponsorship firmament, no star shines more brightly than Kim Skildum-Reid. From her base in Sydney, Australia, over the 15 years that I have known her Kim has transformed the conversation about...
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The perils of the guileless YouTube star
Bethany Mota speaking at VidCon 2014 in Anaheim, California. Photo credit: Gage Skidmore There’s a familiar arc to the story of many young YouTube stars. It begins with the discovery of a video camera...
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Sport, sponsorship and the stink of scandal
News is breaking today about the extent of state-sponsored doping within Russian sport. The post below is a revised and abbreviated version of an article that first appeared in the March 2016 issue of...
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Sponsorship and the smaller municipality
Credit: Dkoerber at English Wikipedia This post is reproduced with permission from Bernie Colterman’s The Bottom Line on Public Sector and Not-for-Profit Marketing Many smaller municipalities are under...
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Should You Attend the Sponsorship Boot Camp?
The following questionnaire, provided by Sponsorship Boot Camp Drill Sergeant Bernie Colterman, may help. See how many of the points below apply to your environment: My experience in sponsorship...
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Girl Power Post-Rio: Bubble or Meaningful Change for Sport Marketing?
Canadian Olympic Committee photo This post is adapted from an article in the August 2016 issue of The Sponsorship Report. Cheri Bradish, the Loretta Rogers Research Chair in Sport Marketing at...
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Purpose-Driven Marketing: A Challenge and Opportunity for the World’s Big Brands
Georgios Giannopoulos via Wikimedia Commons An earlier version of this post was published in The Sponsorship Collective blog on September 20, 2016 under the title Redemption for Big Brands. It has...
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Get Ready for the Esports Invasion
This post is adapted from an article in the July, 2016 issue of The Sponsorship Report. In Asian markets, massive open-air stadiums will pack with millennials, many in elaborate costume, to stare at...
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Sponsorship proposals simply don’t stack up
By Tim Wood and Bruce McKaskill(Reproduced from the September 15, 2018 issue of The Sponsorship Report) Fifteen years ago, we had a gig vetting inbound sponsorship proposals for a major corporate...
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Prospecting – Is it really a numbers game, or a lottery?
By Tim Wood and Bruce McKaskill(Reproduced from the October 15, 2018 issue of The Sponsorship Report) “Sponsorship is a numbers game. Just pump out the proposals and you’ll eventually find the...
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Does your sponsorship hierarchy serve you or do you serve it?
By Tim Wood and Bruce McKaskill(Reproduced from the November 15, 2018 issue of The Sponsorship Report) Does your sponsorship hierarchy look like a wine decanter? Narrow at the top and fat at the...
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Is Your Website Serving Your Sponsorship Needs?
To the short list of life’s certainties, add this: a page on a sponsored property’s website that invites contact, through a form, an email address or a phone number, to learn more about sponsorship...
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