Formed in 2004 under the auspices of the Association of Canadian Advertisers, the Sponsorship Marketing Council of Canada was created to advance the development of best practices and accountabilities in the field of sponsorship marketing.

Our mission is to help advertisers who use sponsorships as part of their integrated marketing communications strategies get the maximum return on their investments. Specifically, this council will provide a resource for Canadian advertisers to enrich their understanding of sponsorship marketing as a viable and effective MARCOM tool.

The SMCC has been designed to deliver on four key objectives:

• Create a body of knowledge that will improve the confidence in the power of sponsorship marketing as an accountable marketing communications investment;
• Encourage the development of measurement tools and metrics to better define sponsorship marketing's return on investment;
• Introduce education programs to support the development and dissemination of best practices; and
• Celebrate the discipline's best work through the Sponsorship Marketing Awards.

Membership in the SMCC is open to advertisers; marketing communications agencies, consultants and suppliers; and owners of sponsorship properties.