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,
Athlete partnerships bring degrees of risk for brands. The risk for the brand comes in two forms: reputational risk, and performance risk. Reputational risk can have real downside impact on your brand when an athlete you’re partnered with has a
As Olympic organizers, athletes, sponsors, and fans prepare for an unprecedented Games’ cycle, Lumency has taken a closer examination of the pandemic’s impact on each of these groups, and how COVID may affect both this and future Games…..
CASE STUDY: Castrol | Sponsorship Renewal | MLSE | Canada Assignment Advise Castrol on the renewal of a long-standing sponsorship with the potential for expansion of the package from a single team, single venue deal to a multi-team and multi-venue
Athlete endorsements have historically been leveraged by brands as a way to communicate directly with an endorsee’s engaged and loyal audience. The competitive pressures surrounding the more sought-after athletes has left brands with little negotiating power over fees and the entitlement packages that endorsees offer to their brand partners. With athlete endorsements traditionally delivering a portion of their entitlement commitments in association with live events, new deal structures and means of activating rights in 2021 and beyond should be expected.
Aside from simply captivating audiences around the globe, The Last Dance, the docuseries co-produced by ESPN Films and Netflix focusing on Michael Jordan and his final season with the Chicago Bulls, put a spotlight on consumer’s appetite for athlete led content.
While this is certainly a unique example given that Michael Jordan reached a level of icon status that transcends the world of sports, we can still see examples of content being produced that places the athlete and their story in the forefront.
In this Lumency Lunchtime Series, we had the pleasure of welcoming Sam Yardley, Senior Vice President, Consulting at Two Circles for a discussion on the sport sponsorship industry, the evolving expectations and preferences of brands and consumers, and the impact that COVID-19 will have on sport sponsorship…
The restart of play across major league sports will bring with it many new opportunities, leading to changes in the way consumers watch games and marketers build activation plans with not just the NHL, but major pro leagues across North America.
The COVID-19 pandemic has turned sponsorship upside down and it may be a very long time before it looks anything like it used to, if ever. With so much uncertainty around the mid to long term impact of the pandemic, sponsors and rightsholders are having to revise their plans almost on a weekly basis…
We had the pleasure of recently hosting Leah MacNab (Managing Director, NBA Canada) for a Lumency Lunchtime Series. The conversation covered topics such as how the NBA has been navigating the complexity of the postponement of live events due to COVID…