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A syndicated study designed to identify what drives the connection between sponsors and consumers/citizens
Value • Feel closer to Sponsor
• Leverage impact of my own involvement
• Want others to know I’m connected
• More likely to buy product/service because of Sponsorship
[ you only live once ]
[ fear of missing out ]
Struggling to establish themselves, but have “living” to do Balance live for today, with plan for tomorrow
Millennials are inundated with choices.
All at their fingertips
Appreciate options
Learning what their interests are
11
Smartphone Penetration
Proportion of Online Traffic on
SP Hours per Day on Smartphone
73%
85%
78%
62%
86% 18-24
T. Mill.
25-32 L. Mill.
33-49 Gen X
50-70 Boom.
OVERALL 22%
42%
35%
20%
6%
á 29% in 6 Mo.
á 14% in 6 Mo.
á 30% in 6 Mo.
á 25% in 6 Mo.
á 20% in 6 Mo.
2.0
3.2
2.6
1.4
0.6 SOURCES:
Ipsos Canadian Media Landscape Study (Aug 2015 n=9,300)
Global Web Index Summary Global Internet Users 16-64 (Q1 2015, n=47,600)
12
If you had a million dollars?
88% would sponsor
86%
91%
86%
91%
91%
Men
Women
Millennials
Gen X
Boomers
13
Where would the 1 million dollars in sponsorship go?
46%
37%
14% Health
Social
Youth
Amateur Sports
Arts
Pro Sports
Events
Entertainment
14
Where would the 1 million dollars in sponsorship go?
39% 33%
15%
47%
37%
13%
47%
34%
13%
Health Social Youth
Millennials Gen X Boomers
19
Impact on Cause
Willing to participate/ purchase to show support Has a real impact
Is trustworthy
Less of a focus More of a focus
millennials
Creating the Moment Personal
Involvement
Heritage
boomers
Heritage Sponsor Fit
Personal Involvement
gen x
Creating the Moment
Generational Differences
Rational
Experiential
Less of a focus More of a focus
men
women
Creating the Moment Personal Involvement
Uniqueness Responsible Management
Gender Differences Impact on Cause
Impact on Cause
Creating the Moment Personal Involvement
Uniqueness Responsible Management
27
Criteria 01. Regularly occurring
02. Canadian
03. Representative of all segments
04. Create collectives Excluded: ‘One-off’s’, Facilities/ Venues, Individuals, “owned”
28
EVENTS
ARTS
ENTERTAINMENT
HEALTH CAUSES
YOUTH CAUSES
AMATEUR SPORTS
PROFESSIONAL SPORTS
SOCIAL CAUSES
29
Millennials Gen X Boomers
Cumulative Value Index - Generations
Social Health Amateur Sports
Pro-Sports Events Youth Arts Entertainment
30
Men Women
Cumulative Value Index - Gender
Social Health Amateur Sports
Pro-Sports Events Youth Arts Entertainment
31
Past MVPs
Major Museum or Art Gallery
Winter Cultural Festivals
Nearest Theme Park /
Attraction
Major Museum or Art Gallery
Summer Cultural Festivals
Hockey Night in Canada
Major Performance
Arts or Theatre
Program in the nearest city
Arts Festivals in the Nearest
Major City
Hockey Night in Canada
Pro Sports Health Youth Social Entertainment Events Arts Amateur Sports
Favourite NHL Team
Canadian Olympic Team
National Hockey League
Canadian Paralympic
Team
Favourite NHL Team
Canadian Olympic Team
WWF Kids Help Phone
Canadian Cancer
Society/ Relay for Life
Salvation Army
United Nations Children’s
Fund Heart & Stroke
Salvation Army
Big Brothers and Sisters
Canadian Cancer
Society/ Relay for Life 20
12
2014
20
15
33
25 Amateur Sports Properties
Canadian Olympic Team
RBC Sports Day in Canada
Hockey Canada
Canada Games
Canadian Paralympic Team
Major Road Race
Provincial Summer/Winter Games
International Ice Hockey Federation Women
Major Marathon/Triathlon in the Nearest City
Major Road Cycling Event/Tour in the Nearest City
Tournament of Hearts Canadian Figure Skating Championships
Memorial Cup
Ironman Canada
Major Dragon Boat Event in the Nearest City
Canadian Major Auto Race
University Varsity Sports Teams
Canadian National Soccer Teams
Canadian National Rugby Team
Canadian National Downhill Ski Team
The Brier
Vanier Cup
Canadian National Swimming Teams
Canadian National Basketball Teams
Canadian Women’s Hockey League (CWHL)
35
Amateur Sports MVP by Generation
Millennials Gen X Boomer
Canadian Olympic Team
Canadian Paralympic
Team
Hockey Canada
Canadian Olympic Team
Canadian Paralympic Team
Hockey Canada
Canadian Olympic Team
Canadian Paralympic Team
Hockey Canada
36
7 Arts Properties
Major Museum/Art Gallery in Nearest City
Major Performance Arts or Theatre Program in Nearest City
National Arts Centre
Cirque du Soleil
Major Science Centre in Nearest City
Hockey Hall of Fame Stratford Shakespeare Festival
37
Arts 2016 Arts MVPs
3 2
1
Index: 90 Index: 98 Index: 84
Major Performance
Arts or Theatre Programs
Major Science Centre
38
Arts’ MVP by Generation
Millennials Gen X Boomer
Major Science Centre
Major Performance Arts or Theatre Program
Cirque du Soleil
Major Science Centre
Major Museum/Art Gallery
Major Performance Arts of Theatre Program
Major Performance Arts or Theatre Program
Cirque du Soleil
Hockey Hall of Fame
39
5 Entertainment Properties
Nearest Theme Park/Entertainment Attraction
Hockey Day in Canada
Hockey Night in Canada
Canadian National Exhibition
Juno Awards
40
Entertainment 2016 Entertainment MVPs
3 2
1
Index: 97 Index: 108 Index: 59
Nearest Theme Park/
Entertainment Attraction
41
Hockey Day in Canada
Hockey Night in Canada
Entertainment’s MVP Generation
Millennials Gen X Boomer
Hockey Day in Canada
Hockey Night in Canada
Nearest Theme Park/ Entertainment Attraction
Nearest Theme Park/ Entertainment Attraction
Hockey Night in Canada
Hockey Day in Canada
Canadian National Exhibition
42
14 Events Properties
Winter Cultural Festivals
Summer Cultural Festivals
Toronto International Film Festival
Just For Laughs
Music Festivals in Nearest Major City Calgary Stampede
Québec Winter Carnival
Your Favourite Multi-Day Music Festival
Lesbian, Gay, Bisexual, Transgender and Queer Events
Film Festivals in Nearest Major City
Toronto Fashion Week
Your Local Agricultural Fair/Exhibition
Arts Festival in Nearest Major City Your Local Food/Drink Festival
43
2016 Events MVPs
3 2
1
Index: 95 Index: 122 Index: 78
Events
Your Local Food/Drink
Festival
Winter Cultural Festivals
Your Local Agricultural
Fair/Exhibition
Summer Cultural Festivals
44
Event’s MVP by Generation
Millennials Gen X Boomer
Music Festivals in Nearest Major City
Winter Cultural Festivals
Your Local Agricultural Fair/Exhibition
Your Local Agricultural Fair/Exhibition
Your Local Agricultural Fair/Exhibition
Your Local Food/Drink Festival
LGBT Event in the Nearest Major City
Summer Cultural Festivals
Your Local Food/Drink Festival
45
18 Professional Sports Properties
Favourite Canadian National Hockey League Grey Cup
National Hockey League
Favourite Canadian Hockey League Team
Your Favourite Canadian Major League Soccer
Favourite Canadian Football League
Toronto Blue Jays
Rogers Cup
Canadian Football League
Canadian Open (Golf Canada)
National Hockey League Players Association
Ultimate Fighting Championship
Toronto Raptors
National Lacrosse League
Grand Slam of Curling
Canadian Grand Prix
Canadian Major Auto Race in the Nearest City
Canadian Hockey League
46
2016 Pro-Sports MVPs
3 2
1
Index: 119 Index: 139 Index: 101
Pro-Sports
Your Favourite Canadian NHL Team
47
Pro-Sports’ MVP by Generation
Millennials Gen X Boomer
Toronto Blue Jays
National Hockey League (NHL)
Your Favourite Canadian NHL Team
Your Favourite Canadian NHL Team
Your Favourite CFL Team
Your Favourite CHL Team
Canadian Hockey League
Grey Cup (CFL)
Your Favourite Canadian NHL Team
48
12 Social Properties
World Vision Canada
Mothers Against Drunk Driving
Salvation Army
Ducks Unlimited
United Way of Canada
Plan International Canada
Earth Hour/World Wildlife Fund
Special Olympics Canada
YMCA Canada
Your Former University/College
Habitat for Humanity Canada
Canadian Red Cross
50
Social’s MVP by Generation
Millennials Gen X Boomer
Canadian Red Cross
World Wildlife Fund (WWF) Canada/Earth Hour
Mothers Against Drunk Driving (MADD) Canada
Salvation Army
Canadian Red Cross
United Way of Canada
Salvation Army
Canadian Red Cross
United Way of Canada
51
7 Youth Properties
United Nations Childrens Fund
Canada-Wide Science Fair Right to Play Canada
Big Brothers Big Sisters of Canada
Boys and Girls Clubs of Canada
Kids Help Phone
We Day
53
Youth’s MVP by Generation
Millennials Gen X Boomer
United Nations Childrens Fund (UNICEF) Canada
Kids Help Phone
Big Brothers Big Sisters of Canada
United Nations Childrens Fund (UNICEF) Canada
Big Brothers Big Sisters of Canada
Kids Help Phone
Kids Help Phone
United Nations Childrens Fund (UNICEF) Canada
Big Brothers Big Sisters of Canada
54
14 Health Properties
Canadian Cancer Society/Relay for Life
One Walk to End Women’s Cancers
Heart and Stroke Foundation of Canada
Local Hospital Foundation
Canadian Blood Services
Local Childrens Hospital
Canadian Breast Cancer Foundation/Run For the Cure
Ride to Conquer Cancer
Canadian Diabetes Association
Walk to Cure Diabetes (Juvenile Diabetes Research Foundation)
MS Walk/Multiple Sclerosis Society of Canada
Canadian National Institute for the Blind
Aids Walk for Life
Movember Canada (Prostate Cancer Canada)
55
2016 Health MVPs – and Overall MVPs
3 2
1
Index: 230 Index: 238 Index: 220
Health
Local Childrens’ Hospital
56
Health’s MVP by Generation
Millennials Gen X Boomer
Local Childrens Hospital
Canadian Breast Cancer Foundation/ Run for the Cure
Heart and Stroke Foundation of Canada Local Childrens Hospital
Canadian Cancer Society/ Relay for Life
Multiple Sclerosis Society of Canada/MS Walk
Multiple Sclerosis Society of Canada/MS Walk
Canadian Breast Cancer Foundation/ Run for the Cure
Canadian Cancer Society/ Relay for Life
A syndicated study designed to identify what drives the connection between sponsors and consumers/citizens