A very Happy Anniversary to the Canadian Sport Tourism Alliance! The CSTA celebrated its 10th anniversary in style hosting their Sports Event Congress in Toronto last week.
TrojanOne programmed the Sports Marketing Stream content for the Congress’ third day. This include keynotes from Keith Pelley, President of the Canadian Olympic Broadcast Media Consortium, Stacey Allaster, Chairwoman and CEO of the WTA.
It also included panelists: Andrea Shaw, VP of Sponsorship Sales and Marketing of VANOC; Dan Ouimet, Principal, Event Director of the Calgary Triathlon; Scott McWilliam, Director of Corporate Partnerships of the Abbotsford Heat Hockey Club; Scott Giannou, VP of Targa Newfoundland; John Paul (JP) Cody Cox, Executive Director for Volleyball Canada; Chris Morrissey, CEO for the 2011 Halifax Canada Games; and David Hopkinson, Senior Vice President, Business Partnerships for Maple Leafs Sports & Entertainment.
The focus of discussion included the key sports marketing influences in the past decade as well as reflection of what will emerge over the next ten years.
Here are some tidbits I thought I would share out of the presentations and panels:
- China is the hot new market for women’s tennis and the WTA has opened an office there to capitalize on the opportunity for the next decade!
- The Canadian Olympic Broadcast Media Consortium was the first Games broadcaster to show every minute of competition live.
- There is considerable disagreement surrounding the sophistication of sponsors. Some panelists feel the expertise has advanced significantly in the last ten years. Others feel there has been very little advancement.
- Online streaming of events is great for smaller properties seeking exposure but for major properties with existing TV exposure, its not a significant opportunity.
- Social media doesn’t directly benefit a large property nearly as significant as it could hurt the same property.
- Volunteers are a part of your brand, they are the frontline participant and customer experience.
- One hockey property who has WestJet as a sponsor changes their rinkboards every game to feature a key destination.
- Cause, charity, social responsibility are significant themes for properties and sponsors alike. The integration of charitable groups is a critical element of marketing, PR, and sponsorship initiatives for many events.
- Doing a TV deal is not for the inexperienced, don’t ruin your chances if you’re a rookie. Contract an expert or learn best practices from an organization that has done it.
- Vancouver was the first Olympics where senior staff wore the same uniform as volunteers. It was done on purpose to send a message that all involved were a member of the “Blue Jackets”, hosting visitors from around the world.
- Small properties must emphasize their reach beyond their event borders to engage sponsor prospects.
- The Abbotsford Heat sold the sponsorship of their “penalty box” to the municipal police force!
- The Olympics educated Canadian companies on how to leverage sports marketing opportunities.
- Often times Canadian organizations do a great job of putting the “amateur” in “amateur sport”.
Now, I’d love to hear your thoughts on what will drive our industry in the coming years!