Long term sponsorship is the key to the success of many organizations. It is equally important to the sponsors who can continue to build and leverage their programs as well as plan long term. After two successive naming sponsorships with the Calgary Chapter of the MS Society of Canada’s ENERFLEX SuperCities WALK for MS, ENERFLEX is back for another 5 year term at an increased level of commitment.

Senior Development Coordinator Sherry Kerunsky through mentoring and consulting services provided by the Partnership Group was able to design a renewal presentation with greater value, increased activation opportunities, real market valuation and renewed excitement to work for ENERFLEX. After 5 years of title sponsorship leading up to this renewal, the program was becoming “tired” for the staff and the participants of the event from a naming sponsor perspective. Sherry’s diligent work and custom design of the renewal presentation with assistance from the Partnership Group secured the additional 5 year extension. Congratulations to ENERFLEX on a great opportunity and decision, to Sherry and the ENERFLEX SuperCities WALK for MS in Calgary.

As we all know, the western Canadian economy is booming. For many non profits, charities, membership based organizations and sports properties as well as companies who invest in sponsorships this means the time is right to invest in the future. Many are seeking the services of sponsorship consulting firms like the Partnership Group to assist them in the further development and enhancement of their sponsorship programs. For some this is mentoring and consulting to key staff, for others it is assistance and guidance in development of a full market valued inventory of benefits, stock packages and sponsorship management systems and tools. For those on the sponsorship buying side it means the time has come to develop and implement a strategic sponsorship plan that includes goals and objectives, measurement tools and criteria for both selection of investments as well as criteria for measuring ROI. The Partnership Group is pleased to provide these services to both the property and sponsor sides of the equation.

As a result of this rapid growth in the economy and specifically the sponsorship sector, the Partnership Group is growing as well. With a growing number of clients across Western Canada and specifically in Alberta and Saskatchewan the Partnership Group is seeking to add additional key people to their team of professionals based in Western Canada. If you have the passion and knowledge for helping corporate sponsors or properties to enhance their existing sponsorship programs and are seeking to join a growing leader in the sponsorship consulting industry we may be looking for you to be part of our team.

The key areas of growth and type of people we are seeking are individuals with drive, self initiation, positive attitude and experience in the field of sponsorship, either the buying or selling side. At present the key positions to be filled are a client services consultant who will work with Partnership Group clients in inventory development, package development and sponsorship management system implementation. As well we are in search for a business development sponsorship consultant to work with prospects on both the property and sponsor side of the table, assisting them in the development of the right programs and services we can assist them with.

If you believe you are the person and have the passion for the industry please forward your resume to info@partnershipgroup.ca.

The Airdrie Festival of Lights is just around the corner (November 24 to December 31 inclusive). With over 50,000 annual visitors to this seasonal extravaganza, the Airdrie Festival of Lights is western Canada’s largest free outdoor walk through light show. It is through sponsors that the Festival can continue to provide this incredible event to not only citizens of Airdrie but the surrounding area. (Over 75% of the visitors to the Festival come from Calgary to walk though.)

The Partnership Group is pleased to be associated with the Airdrie Festival of Lights in providing consulting services to Sherry Shaw-Froggatt who is now responsible for all the sponsorship programs, their development, sales and fulfillment. Sherry has done a fantastic job this year with new and renewed sponsors who are stepping up to the plate with increased investments. The Festival sponsorship rates have not changed since the Airdrie Festival of Lights began 11 years ago. Sponsors this year were encouraged to step up to enhanced benefit packages with rate increases of up to 50%! Understanding the true value of the opportunity and the “great deal” that so many have had for so long there have only been a few negative responses while most local and regional businesses recognize the value and have stepped up to the plate for the programs with increased price tags but as well increased benefits and exposure. Congratulations Sherry, very well done. It is never easy to ask for more money!

Hopewell Communities is in their second year of the presenting sponsorship. This is a unique opportunity that delivers excessive value and exposure and Sherry will be looking to further develop the presenting sponsorship for the 2007 season. For more information on being a sponsor this year or in the future contact Sherry directly at froginc@shaw.ca.

After attending the Western Sponsorship Congress in 2005, Chad Sartison of The Fire Within organization clearly knew that sponsorship was more than asking for a hand out, it was more than offsetting costs through in kind contributions. He knew it was a strategic partnership between a property and a sponsor, where the sponsor received valuable benefits from the property in exchange for money or product. He knew he had to develop the right sponsorship programs for the right prospects to meet their specific needs and provide valuable benefits to achieve the sponsor’s goals in exchange for the monies to manage his organization and grow its services.

Chad quickly engaged the Partnership Group to assist him in these goals. Over several months of planning, mentoring, discussions and development it has all paid off. And this is just the beginning.

The Fire Within is a volunteer run organization that raises funds to support training, development and enhanced services to volunteer fire departments across Alberta. The organization produces and sells an incredible calendar with photographic images of rural Alberta volunteer firefighters in their local environs. It is classy and professional and tens of thousands of people purchase these calendars annually.

On September 18, 2006, a press advisory was released by EnCana Corporation and The Fire Within to announce their strategic sponsorship. The three year, minimum $300,000 sponsorship investment by EnCana will strategically position them in the rural communities in which they work, brand them with volunteer fire departments in Alberta and allow them to assist and support an organization that means so much to so many people. As Mary Ann Steen of EnCana indicated “Emergency services are integral to every community. We are delighted to work in partnership with Alberta’s volunteer firefighters and their communities. The commitment shown by these men and women to the protection of their neighbors is unparalleled.”

Congratulations to EnCana and to The Fire Within on this exceptional partnership. The Partnership Group is proud to have been part of this success.

The Rotary Club of Calgary West will again this year be launching its Valentine’s Day fundraiser, Strawberry Shortcakes. Each year this incredible event grows and last year volunteers prepared and delivered over 4500 individual shortcakes to loved ones, businesses, families, friends and companies who ordered for their staff and clients. This year the goal is reach 6000 shortcakes. All the monies raised after expenses go to Rotary Club of Calgary West projects locally, regionally and internationally.

To ensure success (both in production, order taking and delivery) the Rotary Club of Calgary West is proud to announce three partnerships that will assist them dramatically. As the premier sponsor, Calgary COOP, one of the most community minded organizations in Southern Alberta, has stepped up to the plate to provide the making of the shortcakes (to ensure consistency and safety) as well as provide much needed marketing support. Be sure to support Calgary COOP as they support others in our community. As well TigerTel, an inbound and outbound call centre who serves clients across the country with their call centre needs has joined on as a sponsor. TigerTel will be receiving all of the calls for orders and processing all the information so we can ensure accurate accounting of order numbers and delivery locations. Stampede Messenger & Express, who was a sponsor of Strawberry Shortcakes this past year is presently considering how they can step up their support through possibly assisting with incremental deliveries in conjunction with the Rotary volunteer drivers, the providing of a refrigerated truck to keep all 6000 shortcakes cool and safe prior to delivery as well as organizing the logistics of so many deliveries. Thanks to Dave Zaleschuk for Stampede Messenger for his ongoing support and consideration of increased contribution to this worthwhile cause.

Thanks to feedback at last year’s Western Sponsorship Congress about one day “focused topic” workshops in multiple locations, the Western Sponsorship Congress is pleased to present a series “one-day workshops” on inventory development and valuation. This workshop will provide registered delegates with insight into how to build and value their property’s inventory and sponsorship benefits.

The morning will be dedicated to “how to build” an inventory, brainstorming and break-out work groups. Each delegate will leave the morning with a good understanding of how to build their property’s inventory as well as ideas for their specific organization. The afternoon will focus on “how do you value” each inventory item. With Partnership Group industry tested and accepted formulas and “cheat sheets”, each attendee will go away with the ability to assess their inventory and know the real value of their benefits!

The workshops will all take place in April 2007. They will be held at Pumphouse Theatre in Calgary, at the Credit Union Centre in Saskatoon and in Edmonton and Regina. For more information and dates for the different cities, or to register visit the web site link listed below. Full fee registration is $369 + GST and the early bird rate is just $249.00 + GST, but you must be registered and paid before February 28 2007.

The Partnership Group is proud to be working in conjunction with Ross W Marsh and Associates to assist Regina Palliative Care Inc. (RPCI) in their sponsorship program and upcoming capital campaign. Through both sponsorship and a sustaining philanthropic capital campaign plan RPCI is seeking to develop and deliver a much needed Bereavement Centre to service all of Saskatchewan and stand as a centre of excellence for bereavement services across Canada. This small but effective organization has existed for over 20 years providing additional care and services to supplement the Regina Qu’appelle Health Region’s Palliative Care services.

The campaign will set the foundation for both onsite and off site bereavement counseling to individuals, families and companies when dealing with planned or unplanned human loss. For more information on individual giving opportunities or corporate sponsorship visit the RPCI web site by clicking on the link noted below.

For those interested in a sponsorship or development officer position with RPCI on this ground breaking project and capital campaign contact Brent Barootes at brent@partnershipgroup.ca.

Hot off the naming of Mosaic Stadium at Taylor Field, the Riders continue to press forward in planning and innovative sponsorship management under the direction of Steve Mazurak, Vice President, Sales and Marketing. Steve and his team hosted a 1½ day retreat with key sponsors and partners at the end of October. The retreat hosted a cross section of Rider partners from different investment levels as well as community stakeholders. The Partnership Group was proud to have been engaged to assist in the overall development, planning and facilitation of the retreat.

The goals and objectives were simple. The team was looking to plan their sponsorship programs for the next several years ‘Beyond 2010’. Who better to work with on such planning and development than some of the stakeholders and partners. The focus of the retreat was on how sponsors, through existing or future programs could better activate their programs to deliver key goals for themselves, for the Club, for the community at large and enhance the fan experience. Topics ranged from Game Day activation and fulfillment to incremental ticket sales and generating additional economic boom to the community through the Club and its partners.

The retreat wrapped up Halloween afternoon and was a huge success with sponsors and the Club alike leaving the sponsorship retreat with tangible tools and concepts to provide better ROI through sponsorship. Congratulations to Steve, his team and the partners who attended. A fine job!

The Canadian Cancer Society in Saskatchewan knows how to be successful. For decades they have been leaders in the search for a cure for cancer as well as an innovator and leader in cancer related program delivery assisting thousands of Saskatchewan residents and their families in dealing with this horrific disease. Annually the Canadian Cancer Society generates its funds to deliver this important work through many means including donations and fundraising events. The events are numerous and many have become household fixtures such as the Daffodil Campaign and the Relay for Life. Like any organization who is effective and efficient in operating their business, the Canadian Cancer Society is planning for the future. They clearly realize through their events, conferences and programs that they have valuable assets, a very strong brand and as successful track record of success.

Success, like research must be ongoing and it is constant hard work. The Canadian Cancer Society in Saskatchewan knows that if they are to continue to be successful in their sponsorship programs and to be able to deliver cost effective and value driven programs that will deliver tangible and measurable ROI for their sponsors and partners they must plan for the future. They recognize they need to review and audit their existing programs, build new and valuable benefits for all their events and programs, ensure those benefits are based on real market values and have the tools and training and internal capacity to succeed long term and into the future in this competitive sponsorship market. The Partnership Group is pleased to be working with the Canadian Cancer Society in Saskatchewan to achieve these goals and be a part of finding a cure for Cancer.

The Canadian Red Cross in Saskatchewan recently completed a full inventory and package development audit. The services were delivered by the Partnership Group and we very impressed with the progress and movement forward of the organization with the new tools. Often a complete understanding of how sponsorship should work is a major paradigm shift for organizations who have been focused on philanthropic donations. But this team took the challenge and ran with it. The service included a complete review and further development of inventory for the provincial organization, development of enhanced benefits and a group training session for the team to better understand the inventory and packages they now had to better serve prospects and sponsors with.

Congratulations to Daryl Silzer on the step forward for his organization and congratulations to the team who have embraced the programs and are now working with prospects and existing sponsors to deliver even better sponsorship ROI for the sponsors and the Red Cross.

The Youth Emergency Shelter Society in Edmonton is bounding forward with their new sponsorship program and seeing success after success. With a recently completed full inventory development and valuation, combined with the development of over 60 stock packages encompassing 5 major events, naming rights, program association and more, YESS is finding new and renewed success in the marketplace. In addition to having completed the development of the tools noted above as well as the implementation of the Partnership Group’s copyrighted Sponsorship Management System© (SMS) for better management of sponsor data base, inventory, custom and stock packages and fulfillment, the Partnership Group is working one on one with Development Manager Louise Holveson and her team over a long term period to build and ensure strong internal capacity for their sponsorship program.

Over the past couple of months with the implementation of the new tools and inventory Louise and her team have renewed several enhanced event sponsorships and secured several new naming and event sponsorships. Louise has done this through customized development of programs to meet the specific needs of YESS’s sponsors. She has truly developed strategic partnerships that provide measurable value with such key sponsors as IMPARK, TRAILBLAZER RV, OOPS Design, Edmonton City Centre Mall and others to deliver them great value and ensure ongoing and renewable sponsorship revenue generation to the bottom line of the organization. These revenues, combined with donations, gifts in kind and other funding ensure that YESS can continue to deliver the programs and services they offer to Edmonton’s troubled youth. Well done Louise, keep up the great work you and YESS do for our community.

At the quiet but powerful Federation of Calgary Communities much has happened over the past while. Long time Executive Director Brenda Brown will be stepping down in the new year. The search for her replacement is underway. As well, earlier this year the FCC undertook to hire a full time Fund Development Officer to assist them with revenue generation outside of membership fees and service fee revenues in order to be able to better serve and deliver programs for their membership, the 175+ community associations and community based organizations.

Phyllis Snider was hired and took the bull by the horns and is moving forward with foundation grant writing and sponsorship programs. Upon completion of the building and valuation of a full inventory of benefits and stock packages the Partnership Group was further engaged to provide mentoring and consulting services one on one with Phyllis.

To date, using the tools she has been given, inventory, stock packages, discovery session coaching, customized package development mentoring and presentation coaching, Phyllis is batting 1000! She has yet to receive a no on any presentation to date and has secured several new sponsors and partners for the organization that had few sponsors of record at the beginning of the process. Well done Phyllis, it is great to see the FCC diversifying their revenue generation base while at the same time providing sponsors with valuable exposure, recognition, branding, key lead development and association through their sponsorship agreements.

The Alberta Association of Fundraising Executives (AAFRE) has engaged the Partnership Group to deliver a luncheon presentation and workshop. The lunch and workshop session will take place on Wednesday February 21, 2007 at the Edmonton Petroleum Club. The cost to AAFRE and AFP members is $40 for lunch and the workshop or $22 for lunch alone. For non members, who are welcome to register and attend, the price for lunch and the workshop is $50 and $27 for lunch only session.

The lunch session will define sponsorship (versus philanthropy) as well as take an overview or “state of the union” address about the industry today, where it is going and how that impacts those attending. The afternoon workshop will then focus in a general overview on how to build and value your sponsorship inventory of benefits.

These sessions will appeal to anyone in organizations who may hold fundraising events such as galas, golf tournaments, runs/walks etc., own property such as a hospital, education institution, sports team etc., or run programs or research opportunities for clients or donors. This will be an excellent session for staff (fund development, communications, marketing and Executive Directors) and Board / Committee Members involved in fund development.

The 2007 Alberta Sport and Recreation Leadership Conference is scheduled and ready to roll. The Partnership Group in conjunction with Ross W Marsh and Associates is proud to have been invited to deliver a three hour workshop on the wonderful world of philanthropy and sponsorship! This session will review the similarities and differences between these two funding sources and how they can be married successfully. Too often, sport organizations and others do not understand the difference between sponsorship and philanthropy which leads to major confusion and ultimately poor fulfillment and stewardship of donors and sponsors alike.

The Conference is scheduled at the panoramic setting of the Banff Centre in Banff Alberta for April 12-14 and will be a training and development conference for volunteers, Board members, athletes, staff, sport and recreation practitioners, coaches and officials. With additional sessions on Women’s Sport Leadership, insurance issues and contract drafting, what are leadership style sessions, the use of gaming funds and more, this is sure to be a great sport conference. Speakers include Hugh Culver, Murray Morrison, Hilary Findlay and others. The conference will also be home to the awarding of Alberta Sport Recognition Awards including athletes and teams of the year and other awards.

• Municipal Sponsorship in the US has taken a twist which may soon enter into Canada. Normally cities and municipalities sell sponsorship of their properties, programs and events to create a valuable alternate revenue stream aside from taxes. Communities like Oshawa have been the leaders with this in Canada. Now the County of San Bernardino California are buying big time into sponsorship. The recently announced 3 year, $2.1 million cash (20% of the county’s annual marketing budget) sponsorship of the Fan Entertainment Area at the California Speedway for the major NASCAR event. They are also the presenting the local stop for the Nationwide Tour golf event.
• As noted earlier in this publication of The Sponsorship Update, EnCana Corporation has signed a multi year deal in the six figures with The Fire Within to support volunteer firefighter fundraising and calendar sales.
• ENERFLEX has renewed its title sponsorship of the ENERFLEX SuperCities WALK for MS in Calgary with a 5 year commitment.
• The Federation of Calgary Communities (FCC) has recently signed partnership agreements for multi year deals with Smith Insurance as well as 5 X 5 Imaging.
• Scotiabank has teamed up with Ontario Firefighters to raise money for MS. The annual Firefighters Boot Drive will have firefighters and Scotiabank employees on the streets with their boots asking for donations in over 100 locations. Since 1954 the Firefighters have supported this cause and assisted in raising in excess of $50 million to date.
• Youth Emergency Shelter Society (YESS) has recently announced renewals with IMPARK for the presenting sponsorship of their Annual Campaign Cornflake Breakfast. As well they have secure long term TRAILBLAZER RV for presenting sponsorship of their Growing Dreams Gala event.
• As reported in The Sponsorship Report, BMO Financial Group will hold the naming rights for the new Toronto soccer stadium and it will be called BMO Field. The new property is scheduled to open in spring 2007 and will host Toronto’s new Major League team, Toronto FC as well as Canada’s national soccer teams. It is a 10 year deal that includes sponsorship of Toronto FC, an Ontario grassroots soccer program called PLAY SOCCER and of course the stadium. CIBC passed on their first right of refusal for this opportunity.
• IEG Sponsorship Report recently announced its survey results in regards to supermarkets and convenience stores sponsorship spending. With increased competition from super-centers, box stores and wholesale clubs, it is expected that this category will increase its allocation to sponsorship to offset declining revenues
• Canadian Tire has recently announced its title sponsorship of the new NASCAR Canadian Tire Series. This series was previously called CASCAR Series, and will offer 10-12 races in Canada supported by NASCAR and NASCAR Canada. Canadian Tire will receive exclusive customer promotions opportunities, seasonal marketing programs and tie in with national advertising program.
• With the growing number of small and medium sized businesses (SMEs) outsourcing their HR services, sponsorship has become big business across North America for associations and private firms in the HR business. In 2005 there was $52 billion dollars outsourced for HR services, expected to top $80 billion by 2010. This is a huge new category for sponsors to target their sponsorship dollars. In Calgary, the HRAC (Human Resources Association of Calgary) is already in the game with a series of unique and targeted sponsorship opportunities and plenty of customized benefit options to engage with.

• Grey Goose Vodka foray into Canadian Golf seemed to be a huge success. Their involvement with the TELUS Skins Game at the Fairmont Banff Springs Hotel allowed them to expose the brand through on site, TV and magazines in conjunction with their own leveraging of the opportunity.
• As announced in SportDecision in October, the Danone Cup, launched in 2001 is a one-of-a-kind international soccer tournament that brings together teams of young (U-11 and U-12) players from 32 countries. The event, modeled on the World Cup, takes place at the local level in each country with selection camps held throughout the year. In Canada, the event taps into markets in Ontario , Quebec , Nova Scotia , Alberta and British Columbia , where McDonald's soccer camps bring together more than 5,000 participants. Celsius Communication , the agency in charge of logistics and promotion of the final in the Canadian market, oversees a well- seasoned infrastructure. “The Danone Cup integrates several marketing components to turn a simple local camp into a successful family event,” explains François Trudel, President of Celsius Communication. The soccer camps are free and organized as a festival with all kinds of activities: music, mascot, contest, and sampling of Danone and McDonald's products. Each participant receives a jersey, a diploma and a selection of Danone products. The presence of parents, siblings and friends adds a friendly atmosphere to the event.
• Canadian Armed Forces is making a huge push in advertising, marketing and sponsorship. With a new TV campaign that is harder hitting as well as more focused and modern, the DND is aiming at recruitment. From a sponsorship side, the focal point for recruitment is with on site kiosks and information flow for recruitment of adults aged 16-34. Though it is being termed “event marketing” due to the word “sponsorship” having a bad name in Ottawa, it is sponsorship all the same.
• Workopolis, Canada’s leading provider of Internet recruiting, career and job search solutions, has been selected as the exclusive Official Supplier of On-line Recruitment for the Vancouver 2010 Olympic and Paralympic Winter Games.
• ROGERS has made another scoop. In addition to their cellular, cable TV, phone, high-speed Internet and magazines publications empire, on top of ownership of the Rogers Centre (old SkyDome for those in the past) and the Toronto Blue Jays Baseball Club, the Rogers team has just inked a deal with Maple Leaf Sports and Entertainment, owners of ACC, Leafs, Marlies, Toronto FC and Raptors! They will be the preferred telecom of the property as well as have branding opportunities at the ACC.
• SportDecision also recently announced pharmaceutical company Berlex, maker of the oral contraceptive Yasmin, will be providing financial support to the successful beach volleyball duo of Marie-Andrée Lessard and Sarah Maxwell. The sponsorship agreement ensures that the two athletes will be free of financial worries until 2008 and able to devote themselves full-time to perfecting their skills.
• SKATE Canada is making changes. With the loss of MasterCard as the title sponsor, the home fashion retail chain HomeSense will be bringing it all home for the National Championships. The HomeSense National STARSkate Championships as well as the national youth camp.
• As reported in September by SportDecision, Wal- Mart scored a successful first venture in sports marketing with its recent sponsorship of Quebec driver Andrew Ranger and the Grand Prix Champ Car de Montréal. The initiative to raise funds for Opération Enfant Soleil was a crowning success. “The public responded generously and Wal- Mart was able to donate more than $200,000 to the children’s organization… a real success story,” says Communications Director Yanik Deschênes. Wal-Mart plans to stay involved in motor sports for the remainder of the season. In collaboration with Tide, the company is extending its support of Ranger through the final three races at Elkhart Lake (Road America), in Australia and in Mexico City. As for Wal- Mart’s continued involvement in the Champ Car series, Yanik Deschênes is emphatic: “Whether the event takes place in Montreal or elsewhere in Quebec, we intend to be there next year.” That’s good news for Alan Labrosse, the Montreal event’s promoter, who is currently looking for a viable solution for 2007.

For Properties: Be sure that your presentation packages are realistically valued. When you present a package that asks for $500 or $500,000, you must deliver at least that amount in value. Sponsors too often look at the figure, then look at the benefits and their real market value and toss the proposal aside because the property is asking for monies far in excess of the value being returned. If your sponsorship programs have “ad hoc” or “pie in the sky" thinking such as "I think it is worth so much” pricing you will struggle to secure short and long investments that will renew. For assistance in valuing your property’s benefits of for more information on valuation, contact the Partnership Group at info@partnershipgroup.ca.

For Sponsors: Most companies have a sales strategy in place. It tells their sales team what the goals are, how to get there and tools to measure success. Likewise most companies have a marketing, communications and public affairs strategy. It clearly illustrates how the company should operate in the public eye, the image it wants to portray, how to increase brand awareness or support the sales objectives. The marketing and communications strategy is usually clearly defined with goals and objectives, measurement tools, perhaps media selection and creative strategy. And then there is sponsorship! Too often this is the “oh yeah lets do that golf tournament” or “this looks really neat” or “I love hockey so lets sponsor such and such a team”. If you invest in sponsorship, be it $2000 or $2,000,000 a year, you need to have a strategic sponsorship plan in place. One that delivers criteria objectives for your investments, one that integrates all your company objectives (sales, HR, employee pride, marketing and public relations) and then delivers measurable results to determine the effectiveness of the investment. Sponsorship is now big business and like the other lines on your P&L, it needs to be managed and planned. For more information on corporate sponsorship planning, contact us at info@partnershipgroup.ca