The 2011 edition of the Canadian Sponsorship Landscape Study is co-presented by the Sponsorship Marketing Council of Canada and the Canadian Sponsorship Forum, with research support by IMI data collection.
Led by Professors Norm O’Reilly and Benoit Séguin of the University of Ottawa, the study surveys sponsors, sponsees and agencies regarding sponsorship trends and investments over the previous year. It provides the most comprehensive information on the scope, scale and trends of Canada’s sponsorship industry, including industry size, spending by sector, activation trends, evaluation practices, strategic priorities and future outlook.
The study estimates the size of the Canadian sponsorship industry reached $1.55 billion in 2010. Other key findings include:
- Sponsorship spending overall continues to grow.
- The impact from the 2010 Vancouver Olympic Games is over.
- Sport (both professional and amateur/Olympic) as the focus of sponsorship spending has experienced a significant decline in one year.
- Entertainment has developed recently as a new and creative area of sponsorship opportunities.
- Sponsors, sponsees and agencies are concerned about limited financial and human resources, and the economy.
Click here to access the 2011 summary report.
For more information about this publication or to access our confidential advisory services on this or related topics, please contact Susan Charles, Vice President, Member Services of the ACA at (416) 964-1538 / 1-800-565-0109 / scharles@ACAweb.ca.
