How Canadians view sponsorship

A new study looks at which causes, sports properties and events are connecting most with consumers. (From Strategy Online.)
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The Canadian Cancer Society and World Wildlife Fund are among the sponsorship properties viewed as most valuable in Canada, according to a new study from Ipsos and TrojanOne.

The “Canada’s Most Valuable Property (MVP) Study“ uses qualitative input from industry experts, as well as a national survey of more than 1,000 Canadians, to analyze 100 different Canadian properties across various sectors under different groups, including causes, sports and arts, events and entertainment. The study excludes venues, individual athletes or celebrities and properties that are considered marketing initiatives by a single company (like if a clothing company held a concert, for instance).

To determine which brands stand out beyond media impressions and engagement metrics, the study uses a “value metric” to determine the “emotional connection” between consumers and sponsorship properties. The “emotional connection” is based on seven drivers, including touching on people’s personal everyday lives (even leading them to change their behaviour), adding enjoyment to life, trust in the property to have an impact on the community, and having a logical fit between the property and sponsors brought on board, among others.

For example, the Ride to Conquer Cancer (an initiative linked to the Princess Margaret Hospital Foundation) allows for personal involvement, while an initiative like Earth Hour gives the feeling of contributing to a larger good.

Overall, the most valuable properties in the report include:

Health Causes and Overall MVP: Canadian Cancer Society
Professional Sports: The Grey Cup and various favourite NHL teams (tie)
Amateur Sports: Canadian Olympic Committee
Arts: Major Museums and Art Galleries
Entertainment: Nearest Theme Park/Attraction
Events: Winter Cultural Festivals
Youth Causes: Kids Help Phone
Social Causes: World Wildlife Fund

The study also looks at which properties are most valuable among Canadians between 12 and 17, surveying a sample of 100 Canadian teenagers about 17 different properties geared toward their demographic. While Kids Help Phone and the Much Music Video Awards made the top three, the most valuable properties for teens are local high school sports organizations, such as the Alberta School Athletics Association.

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