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Canadian Sponsorship Spending Survived the Recession: Study

The fourth annual Canadian Sponsorship Landscape Study shows that sponsorship spending survived the economic crisis last year.


April 27, 2010

The fourth annual Canadian Sponsorship Landscape Study shows that sponsorship spending survived the economic crisis last year, as Canadian organizations become more sophisticated in using the marketing tool.

“People in the sponsorship marketing industry were worried about the economy, HR issues, ROI and activation,” said Dr. Norm O’Reilly, a Canadian professor who is currently a visiting scholar and lecturer at the Graduate School of Business at Stanford University. “The reality is that, although it was a slower increase compared to previous years, in 2009, the total estimated spend was $1.43-billion – an increase of 2.9 per cent from 2008. Activation spending also increased from 71 cents on the dollar spent on sponsorship to 76 cents on the dollar.”

The study is based on primary research commissioned by the Canadian Sponsorship Forum and the Sponsorship Marketing Council of Canada (SMCC), which surveys sponsors, properties and agencies regarding sponsorship trends and investments over the previous year.

Sponsorships are a key component of meeting planners’ arsenal when organizing events and trade shows.

Visit Canadian Sponsorship Forum’s site

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