How challenger brands can use sponsorship to step up
The marketing tactics that build a challenger brand aren't necessarily the ones that will turn it into a serious category competitor.
Early...
Activation
Best-in-class case studies and examples of brands that have successfully leveraged and activated sponsorship campaigns
How challenger brands can use sponsorship to step up
The marketing tactics that build a challenger brand aren't necessarily the ones that will turn it into a serious category competitor.
...
Women’s sport partnerships: Inside CIBC and Sephora’s first season with Toronto Tempo
Most brands say they back gender equality, so sponsoring women's sport looks like the easy proof. It isn't. Writing a cheque and posting a...
BMO’s soccer sponsorship shows authenticity is earned, not activated
Every sponsor wants to be authentic. They want fans to believe they understand their passion, share their values and have a genuine reason...
The great Canadian sponsorship squeeze
There are few things the Commercial Director of a sports team enjoys more than announcing a new sponsorship. So, when a good friend who...
Sponsorship Masters: Brand leaders debate what really drives sponsorship value
What happens when you put 50 experienced sponsors in a room? The conversation quickly moves beyond theory and into what really drives...
How Continental Tyres is building brand consideration from the grassroots up
For Continental Tyres, sponsorship is not just about visibility. In a category where consumers rarely think about tyres until they...
