INTELLIGENCE REPORT – SPORT & ACTIVATION

SPORT& ACTIVATION MAIN SPONSORSHIP ACTIVATION IN CANADA

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www.sportdecision.com INTELLIGENCE REPORT – SPORT & ACTIVATION

INTRODUCTION

Today, sport is viewed by the corporate world as a communica- What changes have occurred as a result of the emergence of tions agent that performs. The corporate sector has come to new technology? understand its advantages, and is now investing massively in sports sponsorship, whether through an amateur athlete, pro- This latest SportDecision intelligence report explores the major fessional team, federal or provincial sports federation, or local applications and initiatives used by businesses that are active or international sporting event. in sports partnership and provides examples specific to the Canadian market. How do these corporate partners manage their various sports sponsorships? What techniques and tools are the most used? Alain Hotzau - Editor SUMMARY

3 WHY EXPLOIT THE SPORTS SECTOR? 14 4 PRODUCT-CENTRED INITIATIVES -GETTING NOTICED -Molson Caps Off a New Original Contest -DEVELOPING AN IMAGE -Budweiser Super Bowl Tailgate Train -INCREASING SALES -Bud Light Stanley Cup Champions Hat program -ENERGIZING NETWORKS -CCM Vector Promotion -STANDING OUT FROM THE COMPETITION -McDonald’s Gold Medal Trio 16 5 ATHLETES 7 RULES FOR EXPLOITING -A Unique Situation in the Canadian Market A SPORTS PARTNERSHIP -Steve Nash: New Icon... in the U.S. -BASIC PREMISE: -Alexandre Despatie, McDonald’s Ambassador MAKE THE PARTNERSHIP COME ALIVE Support and Encouragement of Athletes -ESTABLISH THE SPONSORSHIP: MAKE IT KNOWN -Cheer and Believe in Canadian Athletes with Bell IN ORDER TO BE BETTER KNOWN -Petro-Canada’s Blizzard of Support -MANAGE SPONSORSHIP AND RIGHTS -Canada Post Freestyle Support Contest TO THE FULLEST 18 6 TOURS -VARY EXPLOITATIONS BASED -Tide@Wal-Mart Victory Lap Charity Program ON THE SPORTS SPONSORSHIP -NASCAR Canadian Tire Tour -PROVIDE FOR CRISIS MANAGEMENT -RBC Olympians Experience Tour -AVOID SCATTER -EVOLVE A PARTNERSHIP 20 7 SCHOOL PROMOTIONS -RBC Canadian Olympic School Program 9 TOOLS, ACTIONS, EXAMPLES -Petro-Canada Canadian Paralympic School Program -Often delicate or inappropriate situations 9 1 EVENT-BASED INITIATIVES -BMW F1 Pit Lane Park 21 8 INNOVATIVE EXPLOITATIONS -McDonald’s Shows Off on the Ski Hills -Purolator Tackle Hunger Program -Rogers Model Home -General Motors and Alpine Canada: A Winning Collaboration 10 2 ON-THE-GROUND PROMOTIONS -National Bank “Flash Mob” 22 9 COMMUNITY PROGRAMS -Oakley’s O Lab -Esso and Minor Hockey -Reebok Mobile Units -Hockeyville Scores Big for Kraft Canada -Rogers Cup Giant Exposure -MasterCard Hockey Mom of the Year! -The Danone Cup: A Local Success Story 12 3 CONTESTS -BMO Sponsorship Contest 24 10 THE NEW SPORTS MEDIA -Rogers Grey Cup Halftime Show Promotion -McDonald’s Line Up Contest -Holiday Inn CFL-wide Promotion -TELUS Activation Program Through Hockey -Petro-Canada Olympic Contest -Doritos Contest at the 2008 Super Bowl 25 WHAT DOES THE FUTURE HOLD -Campbell’s Grey Cup Tailgate Pros Contest FOR SPORTS SPONSORSHIP?

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WHY EXPLOIT THE SPORTS SECTOR?

Sports sponsorship is not meant GETTING NOTICED DEVELOPING AN IMAGE to replace traditional communi- Sports attract broad coverage by traditio- To associate one’s brand, product or cations media, such as adverti- nal and electronic media. For the corpo- services with sports is, first and fore- sing, public relations and sales rate sector, this is both an additional most, to espouse the values promoted promotion campaigns. Instead, alternative and an interesting communi- by the chosen discipline, athlete, team cations opportunity, compared with the or event. by offering significantly diffe- costs of paying for a full-fledged commu- rent advantages, it becomes a nications campaign. This goal applies mostly to recognized tool that can integrate easily brands that have considerable adverti- Sports sponsorship is a means of opening sing means at their disposal. At this level, into traditional communica- up new markets. By associating itself with the intent is to transfer strong values to tions and marketing activities. a local team, a company increases its visi- the brand or company image, which will bility and recognition with consumers. If have an indirect effect on sales. Companies can justify their investment in sports through multiple and varied goals. Here is an overview of the main To associate one’s brand, product or services with sports is, corporate motivations behind sports first and foremost, to espouse the values promoted by the chosen partnerships: discipline, athlete, team or event.

this presence is accompanied by promo- BENEFITING FROM A HIGH tional activities, the sponsorship quickly VALUE-ADDED WINDOW ON PRODUCTS achieves the initial goal of establishing the Sports partnerships enable companies to brand in the target market. focus attention on the benefits and strong ENERG points of their product. At the end of 2006, Pizza Pizza, one of Canada’s leading quick-service restaurant We often talk about Formula One racing operators, announced its sponsorship pro- as a technology window. For tire manu- gram with the Montreal Canadiens. This facturers and carmakers, F1 races are strategy was part of the company’s game an opportunity to show their products plan to grow its business in Quebec. in action.

The search for top franchise partners in This is a huge issue for sports equipment the province was underway, according to manufacturers. Focusing on a winning Daniel Vukovich, Chief Operating Officer athlete or team can have immediate and of Pizza Pizza: “We are proceeding accor- positive results on sales during major ding to plans, with initial expansion driven sporting events. This explains the battle by our branding efforts, local partnerships, between brands like Nike and Adidas non-traditional sites and a concerted during the Olympic Games or the World search for franchise partners.” Cup of Soccer.

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WHY EXPLOIT THE SPORTS SECTOR? (continued)

PepsiCo Inc. has introduced new graphics Changing consumer attitudes is the hardest thing to do. on Pepsi cans and bottles, rotating through sports, music and fashion themes every But, regardless of the brand, the simple DIFFERENTIATING ONESELF FROM few weeks. According the company, 35 fact of associating a product with a cham- THE COMPETITION designs embellished 8 billion cans and pion reaps benefits from the athlete’s For service companies in the banking, bottles worldwide in 2007. aura and media exposure, and the win- insurance and telecommunications fields, ning image is thus transferred to the pro- sports sponsorship becomes a compe- The graphics are an effort to reverse duct or service. Everyone loves a winner. titive business advantage because it declining soda sales in countries, inclu- provides opportunities to access rights ding the U.S., by targeting consumers CHANGING CONSUMER ATTITUDES and exclusivity that their customers can who identify with activities such as snow- boarding, fashionable clothing and car “Changing consumer attitudes is the har- benefit from. racing. Before now, the company had dest thing to do,” admits a marketing spe- switched can designs 10 times for events cialist for a brand-name beer. “The more This is a highly profitable way of creating like the Super Bowl. often a brand is associated with events that a real exchange with customers who are integral to the consumer’s lifestyle, the have become keenly aware through the better the chance that we can have an medium of sports. A specific promotion “We’re changing the way we interact with effect on the consumer’s attitude towards for tickets to a sports event represents consumers, and now we’re doing it on their explains Cie Nicholson, Chief Mar- that product.” real added value that cannot be imitated terms,” by the competition. keting Officer of Pepsi-Cola North America. DEMONSTRATING INVOLVEMENT IN A PARTICULAR STYLE INCREASING SALES The technological evolution has led to a Today, 80% of buying hyperspecialization of the marketplace Sales, and not consumer perceptions, decisions are made at the to the detriment of mass audiences. are what pay the bills, and companies point-of-sale. Companies now segment their markets are increasingly using sports sponsor- along geographical, ethnic, psychologi- ship as a hook to increase sales. cal and demographic lines. They offer made-to-measure programs and mes- VISA, in particular, has learned to use sages that are adapted to each targeted the Olympic Games to increase its customer group. sales without increasing its marketing expenditures. Sports sponsorship represents an efficient way of individualizing communications. It Today, 80% of buying decisions are made can effectively integrate itself into a niche at the point-of-sale. Marketers need to market without wasting money or effort. have in-store promotions that are rele- vant to consumers. A promotion involving sports energizes the store’s department and sales.

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WHY EXPLOIT THE SPORTS SECTOR? (continued)

EXPLOITING THE POTENTIAL ENERGIZING NETWORKS Sponsoring an event is a pretext to OF DERIVATIVE PRODUCTS invite major customers and prospects, Sports derivative products are highly Competing for an in-store listing or to thank suppliers and to reward the popular with consumers. Offered as gifts best product placement on the selling best employees. or for sale, they can make the difference floor is one of the major battles facing when it comes to a final purchase. Cana- companies. In sponsoring well-known events, some dian Olympic partners Hbc and Petro- corporate decision makers do not hide Canada have understood this well. Sports sponsorship is a major asset in their primary motivation of having access this type of situation. It provides benefits to a network of decision makers and thus The Hudson’s Bay Company (Hbc), offi- to retailers (store visits by athletes, tickets the opportunity to firm up new deals. cial clothing and luggage supplier to the Canadian Olympic teams, used the same design team to create a replica-wear line, also available in select Bay and Zellers stores. Recently, Hbc has unveiled an exclusive line of merchandise featuring Miga, Quatchi and Sumi, the official mas- cots for the next Winter Olympic Games. Cartes à pièce de sport Vancouver 2010 ENTERTAINING CUSTOMERS The Hudson’s Bay Company Many companies use sports sponsor- (Hbc), official clothing and ships for public relations reasons. For example, the corporate sponsor of a golf luggage supplier to the tournament can invite major customers Canadian Olympic teams, as guests and have them take part in used the same design team pro-am competitions. This helps rein- force business relationships between to create a replica-wear line, both parties. also available in select Bay and Zellers stores. Sporting events are excellent opportuni- official mascots for the next Winter Olympic Games ties for this kind of informal relationship building. They are unique and pleasant For its part, Petro-Canada, in collabora- to win to sports events) in exchange for occasions, two major benefits in encou- tion with the Royal Canadian Mint (RCM), increased orders or better exposure of a raging professional contacts outside of has launched the Vancouver 2010 Coin company’s products in stores. office hours. Sport Collector Card program. Available for purchase at Petro-Canada stations are Sports partnership is also a major motiva- 12 illustrated cards that include collecti- tional argument to energize the network of ble versions of the popular Olympic-and wholesalers, retailers, suppliers and other Paralympic-themed 25-cent circulation intermediaries in the distribution chain. coins issued by the RCM.

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WHY EXPLOIT THE SPORTS SECTOR? (continued)

CHARMING BUSINESS RELATIONS WITH A WELL-KNOWN ATHLETE Having a well-known athlete attend public relations events or business meetings is a valuable tool for companies and manage- ment who choose to go this route.

In January 2008, The Thomson Corpo- ration, a provider of information solutions to business and professional customers worldwide, finalized a five-year sponsorship agreement with Canadian professional golfer Mike Weir.

“Mike is known for his keen preparation and flawless execution, qualities that our employees aspire to each day and which are fully engrained in the Thomson culture. And golf is a sport that truly resonates with our business and professional custo- mers. We see tremendous potential in joining Team Weir,” justifies Richard J. Harrington, Thomson President and Chief Executive Officer. Mike Weir STANDING OUT FROM THE COMPETITION The cost-effectiveness of The cost-effectiveness of a sports partner- a sports partnership versus ship versus traditional advertising media traditional advertising media enables a medium-sized company to grab attention in an original, creative and dyna- enables a medium-sized mic way. It allows it to stand out in the company to grab attention marketplace and go up against the big in an original, creative and advertising budgets of the industry giants. dynamic way. Who had ever heard of Festina watches before the company sponsored the Tour de France? Sales of the brand exploded with its sponsorship of the Festina cycling team and champion Miguel Indurain.

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RULES FOR EXPLOITING A SPORTS PARTNERSHIP

BASIC PREMISE: MANAGE SPONSORSHIP MAKE THE PARTNERSHIP COME ALIVE AND RIGHTS TO THE FULLEST Many companies still consider sports sponsorship as an end in Before becoming involved in a sports partnership, a company itself and are content to simply own the rights and visibility set out needs to know the scope of the agreement and, especially, to in the partnership agreement. They fail to plan specific actions. study what the sponsor can expect in the way of visibility and exploitation rights. Comparing established goals, methods used To be successful, you need to be proactive and firmly establish and rights allocated is crucial. A title sponsor will always have a the sponsorship in the minds of target audiences (staff, greater leeway than a simple partner. business associates, media and consumers) and then make the sponsorship known. VARY EXPLOITATIONS BASED Professionals are constantly repeating the same message: all ON THE SPORTS SPONSORSHIP sports sponsorships must be accompanied by an operating Exploiting a sponsorship should take into account the kind of budget with investment funds equal to or greater than the association involved. Activities are not the same for an athlete, amount spent to acquire the partnership rights. an organization or a sporting event.

You also need to determine whether the partnership involves To be successful, you need to be proactive and firmly a period of time (regular sports season) or a single event (boxing match). establish the sponsorship in the minds of target audiences (staff, business associates, media and In exploiting a partnership, the company should show what it consumers) and then make the sponsorship known. knows best and the sector in which it operates. The recent launch of the RONA Olympic workshop is a good example.

ESTABLISH THE SPONSORSHIP: MAKE IT PROVIDE FOR CRISIS MANAGEMENT KNOWN IN ORDER TO BE BETTER KNOWN An exploitation plan should also take into account certain risks The chances of standing out and having a winning return on tied in with sports. It is important to plan contingency measures investment are rare for short-term sports sponsorships. Winning to deal with certain variables inherent in sports, such as injuries, partners are those that come to mind immediately, that have set poor performances and possible scandals involving an athlete’s about establishing a spontaneous association in the public’s mind private life, behaviours, statements… or weather delays. between the brand and the sponsored discipline, athlete, team or event. This kind of recognition only comes with a partnership that is long-term and is exploited with originality and renewed effort.

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RULES FOR EXPLOITING A SPORTS PARTNERSHIP (continued)

AVOID SCATTER EVOLVE A PARTNERSHIP If deciding on a sponsorship entails serious thought and a cohe- A long-term sports sponsorship needs to be maintained and rent strategy, the same goes for exploiting that sponsorship. A constantly renewed or it can fall off the radar. The company has far-reaching action plan covering several company sponsorships to dazzle by its exploitation and eventually increase its involve- can be applied if it includes complementary initiatives. ment over the years.

In Canada, the Subaru brand is focusing on the triathlon to illus- Taking control of a sports discipline and occupying it at every level trate the sturdiness and endurance of its vehicles. The brand is certainly an excellent alternative to growing a partnership. sponsors several races, including the Subaru Triathlon Series and Subaru lronman Canada. Its activities can easily be repea- The National Bank, partnered with the Rogers Open in Montreal, ted from one event to another. has broadened its association with various echelons by suppor- ting amateur and professional athletes (Wosniak, Pelletier, Dubois) and the national tennis federation, as well as sponsoring several tournaments (the Rogers Open, Bell Challenge in Quebec City and a junior tournament in Repentigny).

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TOOLS, ACTIONS, EXAMPLES

There are several ways of exploiting a partnership depending on the company’s goals. Below is a condensed list of tools and actions that have been put in place on the Canadian market in the last few years:

EVENT-BASED “BMW Canada is known for activities MCDONALD’S SHOWS 1 INITIATIVES geared for Grand Prix of Canada enthu- OFF ON THE SKI HILLS siasts,” explains Joe Lawrence, BMW McDonald’s Canada proudly displayed its Fairly rare, these actions are unique Canada’s Marketing Director. “The BMW sponsorship of the 2007 Empire Shake- because of the costs and infrastructures Sauber F1 Team Pit Lane Park took the down snowboarding event by recreating a involved. The spectacular aspect tradition to a whole new level by giving restaurant on the slopes of Mont Saint- of this type of initiative captures thousands of F1 fans an inside look at the Sauveur in Quebec. Putting together this the public’s attention and mobilizes Formula 1 race during the three days of faithful reproduction of one of the chain’s media interest. competition.” popular restaurants meant digging down below 6 metres, peopling the structure The public was able to watch and take with simulated figures and covering it with BMW F1 PIT LANE PARK part in a variety of activities, including a Plexiglas roof over which competitors To celebrate the 2006 F1 Grand Prix a tire-changing contest, photo ses- had to soar on their snowboards. of Canada, the BMW Sauber F1 stable out- sions in front of a BMW Sauber F1.06 did itself by installing an entertaining and race car and demonstrations by a interactive attraction – a Formula 1 theme well-known stuntman at the wheel of park – in the heart of downtown Montreal. a BMW F800S.

Pit Lane Park was a unique replica of a refuelling station in an authentic F1 pit. The attraction gave sports car racing fans a rare oppor- tunity to see the pit lanes of an F1 pad- dock, complete with its impressive array of technology.

BMW Pit Lane Park McDonald’s Empire Shakedown 2006

“The challenge was to come up with a concept that rang true with snowboarders,” says Richard Caron, Marketing Director for McDonald’s Canada. “Creating a McDonald’s restaurant in the thick of the action was a unique way of focusing snow- boarders’ attention on our products.” SPORT & ACTIVATION 9 INTELLIGENCE REPORT – SPORT & ACTIVATION

TOOLS, ACTIONS, EXAMPLES (continued)

OAKLEY’S O LAB advantages of wearing quality sunglasses,” REEBOK MOBILE UNITS In the summer of 2007, Oakley Canada, explains Ingrid Sirois, spokesperson for In May 2007, Reebok hooked up with manufacturer of high-performance eye- Oakley Canada. Oakley’s O Lab was seen Motomedia mobile billboards to support wear, launched a major promotional initia- at the NASCAR Busch Series in Montreal, its Run Easy campaign, which focused on tive to raise awareness among the general the ING Edmonton Marathon Weekend how relaxing jogging can be. At marathons public and especially among sports fans of and at the Whistler Mountain Bike Park. and other races in Toronto and Vancouver the need to protect their eyes. throughout May, the Motomedia vehicle travelled alongside runners. As well, Motomedia set up small mobile Reebok Units along jogging paths in the two cities.

“Along the paths you typically don’t have a lot of media opportunities, and that’s why this is great for us,” Motomedia’s Craig Hamm says. “We put these little units that are branded with Run Easy in different loca- tions, and then we went in and picked them up and moved them to another spot.”

According to Hamm, the response was great. “What’s funny is having the client seeing it by accident all over the place,” he notes. “That shows it’s hitting a lot of people.” Oakley’s O Lab Using a mobile demonstration unit transformed into a technological labora- tory, Oakley drove across the country, targeting major sports events to spread their message.

“We took to the road with a rolling labora- tory to make people aware of the impact of full sun on eyes and why it’s important to choose the best possible eyewear protec- tion. By bringing our science to the people, we were able to reach those who would not have had the opportunity to learn about the Reebok Mobile Units

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TOOLS, ACTIONS, EXAMPLES (continued)

ROGERS CUP GIANT EXPOSURE For the occasion, the bank came up with To promote the 2006 Rogers Cup tennis CONTESTS the BMO Skater’s Edge Contest, offering 10 tournament, giant posters of players were 3 grand prizes of a VIP trip for four to attend on display in Montreal’s main metro These consist of a major element the event, including a VIP meet-and-greet stations and some of the stations’ furni- that is attractive to consumers. with Elvis Stojko and $2,500 spending shings were decked out in the event’s The chance of winning sports prizes money on a Mosaik MasterCard. colours. As well, highlights of the best (product, event tickets, meeting moments of the day’s matches were with athletes) remains a sure bet. The contest was promoted through TV ads shown on metro screens. and featured a dedicated microsite, which presented an original interactive game BMO SPONSORSHIP CONTEST participants could play. As part of its equestrian sponsorship in Canada, BMO Financial Group launched MCDONALD’S LINE UP CONTEST an annual contest. The main prize is a In November 2006, McDonald’s Canada riding lesson from Canadian sports launched the Line Up Contest, which allo- legend Ian Millar and also includes a wed 12 young hockey players to join an trip to the Spruce Meadows Masters NHL All-Star player on-ice during the Tournament in Calgary. singing of the national anthems at the 2007 NHL All-Star Game. In parallel, as partner of Skate Canada for 10 years, BMO has also activated its Twelve regional winners, one from each sponsorship through many promotional province and two from the territories, initiatives. were randomly selected to fly with their child to Dallas for the 2007 NHL “We’ve been sponsoring figure skating on All-Star Game festivities. several levels since 1997, and it’s brought us a lot of public exposure,” explains Rogers Cup Giant Exposure Brigitte Roberge, Senior Manager, Marketing for Quebec, BMO Financial Group. “Through the years, we’ve come to know what figure skating fans like.” For the 2006 ISU World Figure Skating Championships, BMO designed a suc- cessful contest regarding the number of participants who have played the game. McDonald’s Line Up Contest

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TOOLS, ACTIONS, EXAMPLES (continued)

HOLIDAY INN Winter Games. Canadians could register DORITOS CONTEST CFL-WIDE PROMOTION online for a chance to present their sport AT THE 2008 SUPER BOWL Holiday Inn, the official business hotel of at a live audition in front of a panel of In preparation for the 2008 Super Bowl, the Canadian Football League (CFL), distinguished judges. Four groups of 20 Doritos brand marketers launched a launched a microsite in August 2007 that contestants were selected at random to bold promotion in Canada that had included several original promotions to participate in videotaped auditions, which already proved successful in the attract football fans. were held in Vancouver, Toronto, Montreal American market. and Calgary. CFL enthusiasts could enter a contest to win a trip to the 2007 Grey Cup. There A panel of Canadian were original interactive games, including Olympians, including the Look Again Video Challenge that Jennifer Robinson (fi- consisted of filling in an incomplete game gure skating), Mathieu and the Hotel Hail Mary where each player Turcotte (short track got to throw a ball and control it with a speed skating), Brent computer mouse. Also, Hbc gift cards of Hayden (swimming) $20 or $40 were offered as part of a stay and Hayley Wickenheiser (ice hockey) The popular corn chip brand invited fans at a Holiday Inn hotel in Canada. judged the auditions and selected four to come up with a smart and creative semifinalists, whose videos have been Doritos commercial to be aired during the PETRO-CANADA uploaded to the contest microsite. Super Bowl broadcast. Entrants uploaded OLYMPIC CONTEST their videos onto the Crash the SuperBowl In October 2007, Olympic National Partner Online voting by site visitors determined website and visitors then voted for their Petro-Canada launched the Dream Big the winner, who will have the chance favourite commercial. contest in collaboration with the Canadian to pitch the idea to the COC. The win- Olympic Committee (COC). ner has also earned a trip for two to The promotional idea generated enthu- Vancouver 2010. siastic response among Doritos custo- The company invited Canadians to dream mers. “This campaign was a chance for up a new sport to pitch to the COC and Canadians to make their voice heard during travel to the Vancouver 2010 Olympic the number one U.S. sporting event,” said a brand representative.

The winning video was recorded by Interscope Geffen A&M Records. The three finalists received $10,000 in prize money, along with a trip to Phoenix to watch the game in person and take part in a Super Bowl party organized by Doritos.

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TOOLS, ACTIONS, EXAMPLES (continued)

CAMPBELL’S GREY CUP Consumers PRODUCT-CENTRED Special Offer Instant Prizes: TAILGATE PROS CONTEST who found caps printed with the words INITIATIVES For the 2007 Grey Cup, Campbell’s 4 Special Offer and who validated the caps Canada launched an online promotion Sports sponsorship provides the on the Molson website automatically won aimed at attracting CFL tailgaters. opportunity to make the partnered offers and discounts good at participa- product a star in promotional ting bars and restaurants. Show us how you tailgate! was the original applications. Beer brands are theme of this interactive contest. People particularly adept at putting their The promotion was supported by a were invited to submit tailgate party-rela- product front and centre. televised ad campaign and featured on ted videos, photos and stories. Their in-store panels. entries could be viewed on the microsite, and the best ones were aired on two CFL on CBC pre-game shows.

The Campbell’s campaign was promoting two new barbecue-inspired varieties of Chunky soup. MOLSON CAPS OFF BUDWEISER SUPER BOWL A NEW ORIGINAL CONTEST TAILGATE TRAIN In December 2006, Molson launched a For the 2006 Super Bowl, Labatt highly visible promotion on the Quebec Breweries launched a promotion called market showcasing two of its brands, the Budweiser Super Bowl Tailgate Train. Molson Export and Molson Ex Light. The brainchild of Groupe Cossette, the This special train took more than 500 Twist and Score contest unfolded in winners to a VIP Super Bowl Tailgate three stages. Party. Football fans could win a place on board this festive convoy through a Score: Consumers were invited to collect contest in specially marked Budweiser specially marked Molson beer caps and Sport Pack cases. enter them on the Molson website. The goal was to match the final scores of If the sound of a roaring crowd or a train the Montreal Canadiens hockey games whistle was heard when a case was played in December 2006 and January opened, the consumer won either the 2007. Lucky entrants were chosen by Grand Prize of a trip to the Super Bowl or draw to win attractive prizes, including one of 200 trips for two to the Tailgate tickets to a hockey game. Headquarters in Windsor.

Campbell’s Grey Cup Tailgate Pros Contest Capsule: Entrants who collected a pre-set Labatt created a more ambitious program number of caps and entered them on the in 2007 with the Budweiser Super Bowl Molson website were eligible to win Plane Tailgate Contest, based on the same tickets to a Montreal Canadiens game. mechanisms.

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TOOLS, ACTIONS, EXAMPLES (continued) BUD LIGHT STANLEY CUP CHAMPIONS HAT PROGRAM During the 2007 Stanley Cup playoff series, Labatt Breweries offered hockey fans the chance to find, in cases of spe- cially marked Bud Light beer, hats that represented one of the 18 NHL teams that have won the Stanley Cup, with the team’s logo at the time of their win.

“The Bud Light Stanley Cup Champions Hat program was created to celebrate two things: a beer with a remarkable taste and an international class of hockey,” explains Robin St-Gelais, Operations Manager for Bud Light – Quebec, Labatt Breweries.

Labatt first used this promotion a few months earlier by offering hats with the logos of the top teams in the league. Inside the brochure, a tear-off coupon MCDONALD’S GOLD MEDAL TRIO CCM VECTOR PROMOTION allowed hockey players to obtain the same During the 2006 Olympic Winter Games, In 2006, CCM launched a special adver- CCM V10.0 stick as used by Ovechkin free McDonald’s Restaurants of Quebec laun- tising and direct mail campaign in order of charge with the purchase of V10.0 ska- ched a promotion aimed at encouraging to create consumer awareness and tes from a participating CCM authorized local athletes. Throughout the Turin Games, excitement for its Vector line of hockey retailer. To take advantage of this offer, a portion of the money from each pur- equipment. customers had to fill out and mail the chase of a Gold Medal Trio was turned coupon, accompanied by their original over to the recently inaugurated 2010 This effort was spearheaded by CCM store receipt and UPC bar code from the Hopefuls program. stars, including Alexander Ovechkin, skate box, to CCM. Joe Thornton, Vincent Lecavalier and Nationally, mini jersey collectibles of Martin Brodeur. “Every year, we launch a new customized members of the Canadian men’s hockey promotion targeting our top consumers, which team were sold at McDonald’s across Across North America, 850,000 registered consist of registered hockey players across the country. Promotion only began in hockey players received a customized the nation,” states Yan Martin, Director of February with televised ads featuring brochure outlining the unique features Marketing for CCM, The Hockey Company. Wayne Gretzky to limit any negative fal- of the new ultra-light Vector 10.0 perfor- “This 2006 campaign put Alexander lout from Team Canada’s quick elimina- mance gear. Ovechkin at the centre of the promotion.” tion from medals play.

The promotion was also available to the general public via the CCM website, where visitors could download and print the coupon.

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TOOLS, ACTIONS, EXAMPLES (continued)

In 2007, Nash was the new face of milk in 5 ATHLETES the U.S. He joined a roster of champions, including Vince Carter (basketball), Alex A UNIQUE SITUATION Rodriguez (baseball), Marvin Harrison IN THE CANADIAN MARKET (football), David Beckham (soccer) and In Canada, advertising and Sasha Cohen (figure skating), who have promotional campaigns featuring advanced the merits of drinking milk in one or several well-known athletes the last few years. are few on the market. “When you see the calibre of stars who have done milk ads in the past, you can’t help but Companies generally use professional be excited and pleased to be part of the athletes while promoting their league. The campaign. I grew up with these ads and now NHL label and the sport of hockey, for that I’m a part of them, it’s a really satisfying example, take as important a part as the feeling,” says Nash, voted best player in hockey players themselves in the adverti- the NBA in 2004–05 and 2005–06. sing messages. Sidney Crosby et Reebok In other respects, the differences between Today, with the exception of hockey Montreal and Toronto and Western Canada stars like Sidney Crosby, whose image often lead companies to create specific is featured in campaigns across Canada campaigns. for Reebok, other athletes remain pigeonholed in specific markets. They Some associations and their exploitation do not have the same reach from one transcend the usual. Notable examples province to another. are the association between the Crazy Canucks (Ken Read, Steve Podborski, STEVE NASH: NEW ICON... Dave Murray, Dave Irwin) and General IN THE U.S. Motors, Ben Johnson and Johnson out- The situation of Canadian NBA basketball board motors, Sylvie Fréchette and star Steve Nash is paradoxical. The the National Bank of Canada or swim- Phoenix Suns player appears in Ameri- mer Mark Tewksbury and the Beef can advertising campaigns rather than Information Centre. in the Canadian market, where expo- sure is minimal. Steve Nash

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TOOLS, ACTIONS, EXAMPLES (continued)

ALEXANDRE DESPATIE, nications company presented viewers PETRO-CANADA’S BLIZZARD MCDONALD’S AMBASSADOR with a wide range of appealing offers, pro- OF SUPPORT McDonald’s and its ambassador Alexandre ducts and events aimed at connecting Petro-Canada, partner of the Canadian Despatie have been trying to develop the Canadians with their nation’s athletes. Olympic Team at Turin 2006, put a unique athlete’s fame and image at the national microsite online that allowed the public to level, knowing that the diver is a true With a view to Vancouver 2010, in shower Canadian athletes with snowfla- Quebec icon. The upcoming 2008 Beijing September 2007, Bell launched an ori- kes of support and best wishes as they Olympic Games will certainly be a new ginal fundraiser for athletes that unites competed at the Turin Games. opportunity to shine the light on him, wha- Canadian sport and culture. tever his performance results. Entitled Snow for the Gold, the site invited Bell created Believe, a one- Canadians to create unique snowflakes on of-a-kind music video and which they could write a message and audio track that chronicles send it off with best wishes to the athletes the journey of Canadian competing in Turin. athletes on the road to 2010. Canadians are invi- CANADA POST FREESTYLE ted to visit the website to SUPPORT CONTEST view the video and down- Canada Post, main sponsor of the Canadian load the song. Freestyle Ski Association (CFSA), launched a national consumer contest to support “Believe is an extraordinary Canadian athletes during the 2007 season. initiative from Bell that will connect Canadians young The Pick Your Words and Pack Your Bags! and old to the spirit of the contest invited people to send, by post or SUPPORT AND 2010 Winter Games in a way that has online, some encouraging words to the ENCOURAGEMENT not been done before,” says Loring entire team or the athlete of their choice. OF ATHLETES Phinney, Vice President Corporate and Olympic Marketing at Bell. Entrants could win one of three trips for Sports events, in particular the Olympic a family of four to a Fairmont Hotels & Games, are occasions for companies to Proceeds from every download will be Resorts property or one of 100 official communicate information about the peo- donated to Own the Podium 2010 to support Canada Post Freestyle Team vests. ple that the public are most interested in Canadian athletes in their Olympic quest. learning about: the athletes. Several com- panies have got their message across by supporting and encouraging Olympians.

CHEER AND BELIEVE IN CANADIAN ATHLETES WITH BELL Bell Canada reached new heights by heavily promoting its Olympic partnership throughout Turin 2006. Under the theme Cheer anytime, anywhere, the telecommu- Believe

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TOOLS, ACTIONS, EXAMPLES (continued)

George, Kodak, Kellogg’s, Old Spice, Fido, 6 TOURS Coca-Cola, Duracell, Gillette and Rain-X. The brands were also prominently dis- Visits by athletes are a great tool played on all the tour’s advertising and to create an event within an event, promotional tools (vertical drapes, race to increase store traffic, to energize car, tents, team uniforms, tour vans). the sale of partnered brands and to elicit undeniable sympathy-capital The tour was introduced in a full-page ad among consumers. in the June 23 Wal-Mart flyer, which had a print run of 10 million copies. The ad

TIDE@WAL-MART VICTORY LAP showed photos of the drivers, the race were also held in collaboration with the CHARITY PROGRAM car and all the brand products with their public relations agency Torchia Communi- This unique initiative combines a social prices. A radio ad featuring the drivers cation. In all, the PR campaign resulted in cause, sports sponsorship and an in- was regularly broadcast in Wal-Mart’s 64 million copies of editorials without a store promotional tour. A cross-Canada 187 stores, and a video presentation ran single negative comment: 75% of the arti- tour with 13 sponsors, this program visi- on screens at the checkout counters (in cles contained a visual and 40% talked up ted more than 100 Wal-Mart stores that Ontario and Alberta only). the charitable cause. raised funds on behalf of the Children’s Miracle Network in 2007. Canadian dri- On top of this, the arrival of the tour in TheTide@Wal-Mart Victory Lap Charity vers Andrew Ranger and Alexandre each Wal-Mart store was announced in Program collected $250,000 – 80% more Tagliani are the co-ambassadors. full-page ads in the major dailies in the than the $140,000 in 2006 – in several ways. regions visited. Six press conferences Some brands gave part of their profits to The tour, which took place between April Réseau Enfant Santé. The 28 and August 30, 2007, was organized promoters also had col- by SDI Marketing. A promotional team lection boxes set up in of seven travelled to five provinces and the stores for customers visited 101 Wal-Mart stores, personally to donate directly and greeting 60,000 people and distributing $31,000 was raised this 111,000 product samples. way. Finally, a portion of each partner’s participa- The 2007 tour brought together 13 major tion costs was channel- brands: Tide, Jig-A-Loo, Folgers, Pringles, led directly to donations. SPORT & ACTIVATION 18 INTELLIGENCE REPORT – SPORT & ACTIVATION

TOOLS, ACTIONS, EXAMPLES (continued) NASCAR CANADIAN TIRE TOUR To highlight its sponsorship of the Canadian NASCAR Series races, Canadian Tire launched a cross-Canada experiential marketing program in summer 2007. The travelling interactive brand experience was activated by a high-tech, 20-foot trai- ler that visited more than 80 Canadian Tire retail locations and all NASCAR Series races throughout the summer.

“The strategy behind the initiative was to pro- vide an opportunity for Canadian Tire dealers RBC Olympians Experience Tour

RBC OLYMPIANS Lefrançois (alpine skiing), Jeff Bean EXPERIENCE TOUR (freestyle aerials) and Andrea Holmes Drawing on the experience of (Paralympic athletics). RBC 2010 Flag Tour in 2006, RBC Financial Group, National The tour included a snowboard simula- Banking Partner of Vancouver tor, an ice hockey skills competition and 2010, continued their Olympic displays featuring world-class athlete activation program with the training programs, so that visitors could RBC Olympians Experience Tour learn about the countless hours of trai- throughout B.C. ning and dedication required.

NASCAR Canadian Tire Tour In April and May 2007, the ini- tiative invited everyone in to engage their customers, vendor partners Kelowna, Kamloops, Victoria, Whistler and communities by leveraging the powerful and Vancouver to personally connect NASCAR Series,” explains Fuse president with the world of Olympic and Para- Garo Keresteci, in charge of the initiative. lympic athletes, while offering a glimpse into the journey of elite-level sport in a Visitors to the trailer were invited to par- touring “winter village.” ticipate in high-energy activities, inclu- ding NASCAR racing video games provi- Visitors could relive Canada’s quest ded by Sony PlayStation, a Kodak Winners’ for gold at a video display station fea- Circle photo area to provide keepsakes turing past Olympic moments, learn of the experience, a NASCAR-branded about the history of the Winter Games radio provided by Sirius and other bran- and get to know Canada’s Olympic ded giveaways. Consumers could also and Paralympic athletes like Kristi view highlights of NASCAR races on large Richards (freestyle moguls), Jennifer video screens. Botterill (ice hockey), Anne-Marie

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TOOLS, ACTIONS, EXAMPLES (continued) OFTEN DELICATE OR SCHOOL INAPPROPRIATE SITUATIONS 7 PROMOTIONS Some initiatives, however, can lead to deli- Much-desired venues, schools are cate situations. Each year, professional subject to strict criteria when it sports organizations include promotional comes to promotions. A coherent visits to schools in their calendar. Such and appropriate initiative, backed visits are perfectly legitimate when tied in by tools of interest to students, with a worthwhile cause – battling the forms the basis for these initiatives. dropout rate or violence. Most of the visits, however, are funded by private sponsors.

RBC CANADIAN OLYMPIC One might well ask about the relevance of SCHOOL PROGRAM PETRO-CANADA associating certain brand names or compa- Launched in 1987, the Canadian Olympic CANADIAN PARALYMPIC nies with a school activity. While this is not School Program is designed to inspire SCHOOL PROGRAM problematic in most cases, there are situa- youth to celebrate the Olympic Games and In February 2008, Petro-Canada, main tions that raise concerns. The recent Quebec Canadian Olympians and promote the partner of the It’s the Real Deal Paralympic school tour of the Montreal Alouettes Adopt importance of leading healthy and active , launched a national Schools Program an Alouette program, for example, was spon- lifestyles. contest to design a poster on the Olympic sored by CN in collaboration with… Pfizer. theme of Beijing 2008: One Dream, RBC Financial Group is the main partner Becoming Better Together. The initiative Although the pharmaceutical company of this program, in collaboration with was open to students in grades 4 to 8. The does not parade its products before stu- Canadian Olympic Committee (COC). In creators of the top three posters will win dents’ eyes, its mere presence puts into 2005–06, the program reached over 2008 Team Canada merchandise and clo- question the relevance of its place in the 250,000 students across Canada as more thing, and have their posters displayed in school environment. than 10,000 teachers from 5,000 schools Petro-Canada stations across Canada and visited the olympicschool.ca website to in the Canadian athletes’ lounge at the The same holds true for brand names in register their classroom for the curricu- Paralympic Village in Beijing. the food sector and fast-food industry. The lum-focused activities. recent partnering of the Canadian Armed Forces with Canadian Interuniversity Sports (CIS) also raises eyebrows.

Sports organizations and their agencies have the duty to be particularly vigilant in their choice of private sponsors when it The program features lesson plans and This program is available free online and comes to the message being sent to young adaptable classroom-ready activities in a includes downloadable interactive activi- people. While not negating the financial variety of curriculum areas for students in ties, athlete interviews and photos for stu- benefit, serious consideration should be grades 4 to 6. dents, and aims to raise awareness of given to negative repercussions of such Paralympic sports and athletes with a partnerships on image. physical disability. A small dose of ethics and, importantly, a large dose of common sense can go a long way to avoiding embarrassing situations. SPORT & ACTIVATION 20 INTELLIGENCE REPORT – SPORT & ACTIVATION

TOOLS, ACTIONS, EXAMPLES (continued)

INNOVATIVE Sack Tally Program – On TSN, every time a Coaches and athletes used the wind tunnel 8 EXPLOITATIONS quarterback is sacked, Purolator donates to experiment with various race positions his weight in food to the home team’s and test downhill suits against wind Some sponsorship activities are local food bank. speeds of up to 100 kilometres per hour. noticed because of the methods developed or the presence of athletes. Customer Visits – In the days leading up to The skiers were filmed in various racing Other initiatives stand out simply the game, Purolator also brings the Grey positions as smoke was blown across because of their concept or scope. Cup directly to its customers at their places of business so employees can get their picture taken with the Cup in PUROLATOR TACKLE exchange for a donation. HUNGER PROGRAM Purolator Tackle Hunger is an innovative The Purolator Tackle Hunger Program, sponsorship marketing program that which was launched in 2003, has resulted links Purolator, the Canadian Football in more than 1 million pounds of food League (CFL), TSN and food banks being collected to date. In total, the pro- across Canada. The aim is to increase gram has generated media exposure food donations for local food banks in worth more than $2M for Purolator. cities across Canada. their bodies to provide visual cues about GENERAL MOTORS wind patterns. Film footage and other AND ALPINE CANADA: data were analyzed by Alpine Canada’s A WINNING COLLABORATION technical and coaching personnel. General Motors, sponsor of Alpine Canada Alpin, has found a simple and effective This excellent initiative is sure to bear application for its association. Members fruit in the coming seasons and rein- of the Canadian Alpine Ski Team have force the association and the image of Purolator developed a comprehensive used GM’s sophisticated laboratory to General Motors. program with three key components refine racing techniques in preparation involving its employees, customers for the coming season. and fans: Canada’s top skiers were subjected to Game Day Food Drives – At one game in the same vigorous aerodynamic testing every CFL city, Purolator organizes a fan used by North America’s leading auto- food drive and fundraiser. Fans are encou- maker, General Motors. raged to drop off non-perishable food items or a cash donation to the Purolator “We try to take our relationship with Alpine trucks stationed at the venue. In return, Canada beyond the traditional sponsorship fans have the chance to get their picture by making the latest technology available taken with the Grey Cup. to propel Canada’s team to greater success on the World Cup circuit,” explains Fred Lautenschlager, Manager, Promotions and Special Events, GM of Canada.

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TOOLS, ACTIONS, EXAMPLES (continued)

COMMUNITY The Esso Medals and Certificates of 9 PROGRAMS Achievement program has awarded almost 2 million medals to young hockey Sport is popular. By associating players, honouring their sporting spirit, with an athlete, teams, leagues or commitment and progress. The Esso federations, a company can get school program has enabled several closer to the public and consumers. thousand children to attend major One way of creating a strong tie is hockey tournaments. Esso has also to share memorable moments and encouraged the growth of Canadian common values. Several community women’s hockey with Esso Fun Days, sports programs have been applied a local initiative. in Canada: “As long as there is a skating rink and As a result of the fervour, Kraft Canada a young person with a dream, we’ll be saw double-digit sales increases for par- ESSO AND there,” says Brian Fischer, Senior Vice ticipating brands, which included Post MINOR HOCKEY President. cereals, Maxwell House coffee and Imperial Oil is involved at all levels of Delissio pizzas. The CBC-developed web- hockey. Its national sponsorships are well HOCKEYVILLE SCORES site for the program (cbchockeyville.ca) known, but for years the company has BIG FOR KRAFT CANADA was one of the broadcaster’s most traf- also had several local initiatives in place. Kraft Canada had a surprise hit in 2006 ficked sites ever. with Hockeyville, a reality TV show that tapped into Canadians’ hockey mania. Given the series’ stellar results, Kraft The Kraft Canada-backed reality series Canada signed on with CBC for Hockeyville surpassed expectations and drove 2007 and 2008. major sales gains and increased con- sumer loyalty. MASTERCARD HOCKEY MOM OF THE YEAR! The seven-episode, prime time series MasterCard Canada, main sponsor of the aired on CBC and showed off the commu- Memorial Cup of the Canadian Hockey nity spirit and devotion to the national League (CHL), launched in April 2007 to sport of towns vying for a chance to win find the Canadian mother who was the the “Hockeyville” title and stage an NHL most dedicated to hockey. exhibition game in their town. The Memorial Cup Great Canadian Hockey The show tapped into hockey, but it Mom Contest asked parents, children, tea- “captured the hearts of Canadians” well chers and coaches to submit the names beyond Kraft’s expectations, according to of mothers who, on a daily basis, help and Sandra Cifersons, Director of Media for encourage their children to play their Kraft Canada. favourite sport.

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TOOLS, ACTIONS, EXAMPLES (continued)

“For years, hockey moms have sacrificed The idea is simple: the 10 best players The soccer camps are free and organized their weekends, logged the hours and sup- from each McDonald’s camp are invited to as a festival with all kinds of activities: ported the players – and all without recogni- take part in a provincial selection camp. music, mascot, contest, and sampling of tion,” says Tammy Scott, Vice President, Results are forwarded to the official site of Danone and McDonald’s products. Each Brand Marketing, MasterCard Canada. the Danone Cup, generating major traffic participant receives a jersey, a diploma with this target group. and a selection of Danone products. The The three finalists, along with their presence of parents, siblings and friends families, were invited to attend the 2007 adds a friendly atmosphere to the event. Memorial Cup Final. Former player Bobby Orr helped to promote the The Danone Cup is a shining example of contest with a media tour, and he was at an international event held on a local the final game to announce the name of basis in 32 participating countries. the winner.

THE DANONE CUP: A LOCAL SUCCESS STORY Launched in 2001, the Danone Cup is a one-of-a-kind international soccer tour- nament that brings together teams of young (U-11 and U-12) players from 32 countries. The event, modelled on the Soccer World Cup, takes place at the For the final, a team of 14 players, chosen local level in each country with selection from the five provincial selection camps, camps held throughout the year. come together to represent Canada at the Danone Cup, in the presence of Zinedine In Canada, the event taps into markets Zidane, sponsor of the event. in Ontario, Quebec, Nova Scotia, Alberta and British Columbia, where McDonald’s “The Danone Cup integrates several mar- soccer camps bring together more than keting components to turn a simple local 5,000 participants. camp into a successful family event,” explains Franççois Trudel, President of Celsius Communication, the agency in charge of logistics and promotion of the final in the Canadian market.

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TOOLS, ACTIONS, EXAMPLES (continued) ROGERS GREY CUP HALFTIME TELUS ACTIVATION PROGRAM THE NEW SHOW PROMOTION THROUGH HOCKEY 10 SPORTS MEDIA The Grey Cup 2007 in Toronto was mar- In September 2007, TELUS has taken The advent of new technology ked by the presence of rock artist Lenny advantage of its renewal agreement with offers companies the opportunity Kravitz at the Rogers Grey Cup Halftime the Quebec Major Junior Hockey League to reach their target consumers Show. For this occasion, Rogers Wireless (QMJHL) for the next five years to launch more easily via initiatives that are had set up a promotion for customers an innovative activation program. present on several media platforms. who had an exclusive opportunity to win a Contests and promotions with Rogers VIP Grey Cup Experience. Quebec hockey fans had access to all 630 a sports theme can be sent directly games of the 2007–2008 season as well to cellphones or microsites Fans could enter by texting “Lenny” to as all the playoff games. All games and attached to the website of the 4744 on their Rogers Wireless phone for content were webcast live or available sponsored organization or the chance to see Kravitz live in concert at offline on the Internet for free. sporting event. the Rogers Grey Cup Halftime Show. Moreover, Lenny Kravitz ringtunes were “With this new content available on the available for download. QMJHL website and on their TELUS wire- less handsets, sports fans can get the latest QMJHL news anytime, anywhere,” explains Stééphane Dubreuil, TELUS Senior Vice- President, Quebec Consumer Market.

Fans also have an opportunity to down- load content and exclusive material on their cellphones. Nearly 250 QMJHL- based ringtones, theme songs, pictures, interviews and videos are offered exclusively to TELUS subscribers for downloading during the season.

Lenny Kravitz – Rogers Grey Cup Promotion

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WHAT DOES THE FUTURE HOLD FOR SPORTS SPONSORSHIP?

Sports sponsorship has no limits. The advent of new media platforms has brought with it even more possibilities.

But before seeking out innovative programs to set themselves apart from the competition, a good number of companies need to be convinced to put basic tools in place first.

In 2007, 40% of Canadian sponsors admitted that they had not activated their partnership.* Some depended solely on the visi- bility afforded by their association, while the majority had no idea of how to manage their sponsorship to the optimal level.

40% of Canadian sponsors admitted that they Professionals and specialized agencies have a role to play in rai- had not activated their partnership. sing awareness, educating and coaching sponsorship companies.

For our part, we hope that this intelligence report will help corpo- rate decision makers become aware of the many opportunities that exploitations offer. Now it’s your turn to play!

* 2007 Canadian Sponsorship Landscape Study by Norm O’Reilly, Director of the Institute for Sport Marketing (ISM), and Benoîît Seguin, Professor at the University of Ottawa.

THE 2007 INTELLIGENCE REPORT MAIN SPONSORSHIP ACTIVATION IN EDITOR: DESIGN & PRODUCTION: CANADA is a publication of SPORT DECISION GROUP INC. Alain Hotzau Virage 2.0, [email protected] The Evolving Agency SportDecision is the first bilingual pan-Canadian medium dedicated to sports W: virage2.com business. This initiative brings together a group of professionals who are pas- SALES & PARTNERSHIPS: sionate about the world of sports. The sum of our many varied experiences Michel Roy REVISION & TRANSLATION: affords us significant insight into this industry in Canada and internationally. [email protected] Veronica Schami Editorial Services Our goal is to bring you the latest news about the Canadian market so that you W: veronicaschami.com can make informed assessments about its evolution, trends and opportunities.

Over the years, the unique character of the Canadian market as well All rights reserved. SPORT DECISION GROUP INC. as its scale and bilingualism have been obstacles to the delivery of informa- No part of this publication 227 Turgeon tion that is relevant to all the industry’s stakeholders. may be reproduced without Montréal, QC H4C 2N3 permission. T: (514) 996-7266 Now SportDecision has created the optimal conditions to keep you informed W: sportdecision.com on the latest business news under a broad range of topics. The cornerstone Released May 2008 has been laid for a reference tool for sports news and business decisions you can rely on.

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