Posts in Consulting Group

Content Marketing for Sports Organizations – Embracing a New Era of Options

February 23rd, 2017 Posted by Consulting Group, Sports 0 comments on “Content Marketing for Sports Organizations – Embracing a New Era of Options”

In my latest white paper I’ve attempted to paint a fairly high level and exhaustive picture of the content marketing landscape for sports organizations in 2017 (a nearly impossible task in such a rapidly changing space). I’ve provided a bit of historic information to provide context, some new primary data from friends at Canadian sports organizations, and some suggestions for how sports organizations can navigate this new world.

Running the Ball: Engaging Sports Fans Everywhere

December 21st, 2016 Posted by Consulting Group, Sponsorship, Sports 0 comments on “Running the Ball: Engaging Sports Fans Everywhere”

International sport tourism is experiencing incredible growth, which means more opportunity for sponsors to tap into fan excitement while they’re away (travelling to a game, travelling for business and/ or engaging international fans). The emotional nature of sport drives spontaneity. Witnessing a game-winning goal or a walk-off homerun is a feeling that few activities can recreate. This provides an opportunity for brands and sponsors to captivate away fans with compelling experiences in their team’s home arena.

The Paralympic Games: Unbridled Potential…

September 23rd, 2016 Posted by Consulting Group, Sponsorship, Thoughts 0 comments on “The Paralympic Games: Unbridled Potential…”

So, to start, let me put it out there that I have a huge conflict of interest here. Huge. Ever since I first was exposed back around the turn of the century when I worked at Sport Canada, I feel in love with the Paralympics Games and its athletes and I’ve been involved ever since.

The Rio Effect | A Sponsorship Perspective

September 21st, 2016 Posted by Consulting Group, Sponsorship, Sports, Thoughts 0 comments on “The Rio Effect | A Sponsorship Perspective”

Now that the flame has officially been extinguished on the Rio Paralympic Games, the summer of Rio is officially passed. It was a summer that saw Canadian athletes shine at both the Olympic and Paralympic Games. New heroes emerged while established veterans cemented their legacy. And the sponsorship industry was watching.

Five things I’ll be watching during the World Cup of Hockey

September 15th, 2016 Posted by Consulting Group, Partnership, Sports 0 comments on “Five things I’ll be watching during the World Cup of Hockey”

This Saturday, the World Cup of Hockey kicks off in Toronto. This new tournament, a joint venture owned by the NHL and NHLPA, truly is one-of-a-kind from a sports business standpoint.

Why brands need to rethink sponsorship valuation: Some updated thinking

September 6th, 2016 Posted by Consulting Group, Sponsorship 0 comments on “Why brands need to rethink sponsorship valuation: Some updated thinking”

Note that this blog post reiterates a few points made in a white paper I published in June 2014. Many brands spend millions of dollars on sponsorship rights fees each year, justifying these expenditures as marketing and business investments that deliver results to their company’s bottom line (in the long-run, at least).