2022 Sponsorship Outlook– A Property Perspective

2022 Sponsorship Outlook–   A Property Perspective

As part of our semi-annual Lumency team off-site this past week, we had the pleasure of hosting an engaging panel discussion featuring four sponsorship industry experts, representing some of Canada’s most iconic properties: Dana Gladstone, Vice President, Partnership Strategy & Licensing at Hockey Canada; Mark Ditmars, Vice President, Corporate Partnerships at Toronto Blue Jays; Patrick O’Brien, Manager,

Evaluating Sponsorship

Evaluating Sponsorship

Sponsorship can be an important way for brands to create emotional connections with consumers and to demonstrate a brand’s values. Sound strategy lies at the heart of a brand’s ability to achieve this successfully. Implementing that strategy though effectively and efficiently requires the ability to measure and understand the value a particular sponsorship (assets, entitlements, associative benefits) can deliver to a sponsoring brand.

The Rapid Shift in Consumer Sentiment

The Rapid Shift in Consumer Sentiment

In North America, prior to the coronavirus pandemic, consumers were already beginning to show signs of change in how they engage with live events across sports, music, arts, culture and community. The pandemic, with cancelled events, shortened or reconstituted seasons has had a significant impact on the assets that a rights holder has been able to deliver to its sponsors.