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Canadian Sponsorship Landscape Study Provides Primary Industry Data

This March, the release of the 2010 Canadian Sponsorship Landscape Study at the 2010 Canadian Sponsorship Forum in Whistler, BC will provide the most comprehensive information on the scope, scale and trends of Canadaʼs sponsorship industry.

PRLog - Feb. 9, 2010 - TORONTO, Canada -- 2010 Study to be Released at 2010 Canadian Sponsorship Forum

TORONTO – The 2010 Canadian Sponsorship Landscape Study will be
released immediately following the Olympics and during the final weekend of the
Paralympic Games. Being presented at the 2010 Canadian Sponsorship
Forum in Whistler, BC from March 19-21, 2010, the Study will provide an indepth
report on the past, current and future state of the Canadian sponsorship

In its fourth year, the Canadian Sponsorship Landscape Study is being
presented by the Canadian Sponsorship Forum and the Sponsorship
Marketing Council of Canada (SMCC). This alliance will leverage the partnersʼ
respective reach and ensure the most extensive report on the Canadian
sponsorship industry to date.

With a survey being conducted by the Institute for Sports Marketing (iSM) and
supported by IMI International, the Canadian Sponsorship Landscape Study
explores research from over 750 sponsors, agencies and properties. It provides
the most comprehensive information on the scope, scale and trends of Canadaʼs
sponsorship industry, including industry size, spending by sector, activation
trends, evaluation practices, strategic priorities and future outlook. Led by Dr.
Norm OʼReilly of Syracuse University and Benoit Séguin of The University of
Ottawa – both of whom are affiliated with iSM – the Study is a big draw for
delegates at Canadaʼs leading sponsorship conference, the Canadian
Sponsorship Forum.

“The Canadian Sponsorship Landscape Study and the Forum itself should not
be missed by anyone engaged in Canadaʼs sponsorship and marketing industry,”
said Dr. OʼReilly. “It is essential for us as marketers to be on top of the most upto-
date industry information. Gaining an understanding of the Canadian
sponsorship landscape will provide delegates with key information to identify
business opportunities and how to maximize those opportunities. Itʼs an
investment that will grow your business.”

A key element of the 2010 Canadian Sponsorship Landscape Study will be a
special look into how the sponsorship industry was affected or influenced by the
Vancouver 2010 Games in Canada and what the future holds for the industry
following the Games. In February of 2009, the third Canadian Sponsorship
Landscape Study captured the state of sponsorship in Canada pre-Games.
Some key findings of the 2009 Study were:

- The Canadian sponsorship pie was $1.39 billion in 2008. This is a 14 per
cent increase from $1.22 billion in 2007, and a 25 per cent increase from
$1.11 billion in 2006
- Growth of sponsorship was combined with increased sophistication in its
use, specifically with respect to investments in activation and evaluation
- There was a high importance of external influences, considering
Vancouver 2010 and the economic crisis
- External influences had varied effects on the future outlook for
sponsorship in Canada. While sponsors expected a decline in 2009,
properties expected the industry to grow

With the 2010 Canadian Sponsorship Landscape Study’s release, 2010
Canadian Sponsorship Forum delegates will have an exclusive first-look into
the future of the Canadian sponsorship landscape, post 2010 Winter Games.

Those engaged in the sponsorship and marketing industry are encouraged to
take 20-30 minutes to participate in the Canadian Sponsorship Landscape
Study survey. Survey participants and delegates of the 2010 Canadian
Sponsorship Forum will receive a copy of the final Canadian Sponsorship
Landscape Study report at no cost. To participate in the survey please visit
www.sponsorshiplandscape.ca or the SMCC homepage at
www.sponsorshipmarketing.ca; for the French version please visit
www.sondagecommandite.ca. The survey is expected to close March 5, 2010.

The 2010 Canadian Sponsorship Forum has joined forces with the Canadian
Paralympic Committee to present Canada’s ultimate gathering of
sponsorship and marketing elite. From March 19 to 21, 2010, delegates will
descend on Whistler, BC to network and learn from industry leaders while being
fully immersed in the Paralympic experience.

About the Canadian Sponsorship Forum
The Canadian Sponsorship Forum is a unique event that travels the country,
showcasing the best in Canadian sponsorship stories. With over 60 per cent of
its delegates holding over 10 years of experience, the Canadian Sponsorship
Forum is attended by the industry’s decision makers ranging from
corporations, agencies, events, advertisers, educators and consultants.

Founded by TrojanOne president Mark Harrison in 2005, since its debut the
Canadian Sponsorship Forum has partnered with world-class properties such
as the Grey Cup, the Calgary Stampede, the Toronto International Film Festival,
IIHF World Hockey Championships, Quebec City’s Carnival and the Canadian
Paralympic Committee.

For more information please visit http://www.canadiansponsorshipforum.com
or contact:
Christine Hogg
Coordinator, Sponsorship and Marketing Consulting
10 Alcorn Avenue, Suite 101
Toronto, ON
M4W 3A9
Tel: (416) 355-2684
Fax: (416) 920-7408


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Zip:M4V 3A9
Location:Toronto - Ontario - Canada
Industry:Marketing, Business, Sponsorship
Tags:sponsorship, Marketing, conference, roi, olympic, paralympic, whistler, vancouver, activation, researc
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