The Sponsorship Council, a joint strategic initiative between the CMA and the SMCC, helps raise the profile of sponsorship as an integral component of the marketing mix through thought leadership, best practices and networking opportunities.
Recent Articles Authored by Council
Who is responsible for building whose brand?
The debate of who is responsible for building whose brand between properties and brands is a hot topic during any partnership negotiation..Read More
Corporate trade and sponsorship ROI
In a “do more with less” culture, sponsorships have come under fire due to massive disruption, financial risk management and inability to quantify return on investment (ROI)...Read More
Whitepaper: Tools and tips for sponsorship effectivenessRead More
Cause sponsorship and COVID-19: From the what to the why
COVID-19 has had a unique and arguably profound effect on cause sponsorship in the Canadian market. The effects have been immediate and possibly long-lasting. Most notable is the overall compression ...Read More
Navigating sponsorships in times of uncertainty: Lessons learned from COVID-19
The COVID-19 pandemic has forced sponsored properties (such as sports teams, charities and the Olympics) to make fundamental changes to event and programming plans, which will be felt both in the imm...Read More