We all know that change is constantly happening but now it is happening even faster. Between technology and growing sponsorship budget, sponsors can invest in more ways, track results better and niche into specific sectors such as women’s sports or concerts etc. None of this should come as a shock… but what I have to say below may…

Today, while you are reading this, I am in Kingston Ontario delivering the opening keynote at the WSC® Municipal Sponsorship Summit. Unless you are a municipal employee mandated to generate sponsorship revenue or a brand who has invested in sponsorship with cities, towns and villages across this nation you would probably have no idea this event even existed… nor would you probably care. But you should know and care! In three years, this little event has doubled in registrants from coast to coast in this country. But what is really important to all of you that are reading this – you should care because municipalities are the sleeping giant of the sponsorship industry. And if you are a property… they may soon be eating your lunch.

Small communities of less than 20,000 people are generating anywhere from $250,000 to $500,000 a year in sponsorship revenue. Key cities across the nations with populations of 800,000 to 2M+ are generating between $2 to $20M per year. And they do it under the radar.

And if you are a brand… this product reaches ALL your audiences… they can get you that senior demo or young families or outdoors people or new Canadians. You name it… they can access it. And cost effectively!

The most recent Canadian Sponsorship Landscape Study (CSLS) shows that municipalities account for 2.8% of the over $4B sponsorship pie in Canada. That has come from no where. Look back at past CSLS reports and they are not even on the radar. Now they hold three times more share than the arts in Canada. Watch out for that sleeping giant.

The CSLS also showed the #1 reason that properties cannot sleep at nights is “Increasing number of competitors seeking sponsorship dollars.” Be aware, municipalities are that “competitor” that is keeping you up. And for the brands who noted that one of the top three things that keeps them up at night is “Are there great organizations out there we’re not finding?” Look no further… there is one you probably are not considering… municipalities.

I invite your feedback and insights as a property, an agency or a brand on this “emerging sector”.

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