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The Fundamentals of Sponsorship Marketing Course


The Fundamentals of Sponsorship Marketing Course

8:30 AM Nov 14 - 5:00 PM Nov 15, 2016



What Every Marketer In Canada Needs to Know About Sponsorship

Join our expert team of sponsorship marketing practitioners for SMCC's intensive, two-day seminar and enhance your understanding of:

  • The role of sponsorship marketing within the MarCom plan
  • How to select the right partner
  • Activation of a program
  • Measurements for success
  • Best practices

This is a can't-miss opportunity to learn from the best for junior to mid-level managers who are involved in sponsorship marketing as part of their integrated marketing communications program.

Enroll today and discover how to get the maximum return on your sponsorship marketing investments.




Mon Nov 14 - Tues Nov 15
8:30 AM - 5:00 PM (EST)



SMCC Member: $660 + HST
Non-member: $1,100 + HST


Bank of Montreal Toronto Tower
55 Bloor St W, Toronto, ON, 3rd Floor


Light breakfast and lunch provided both days.

Please bring a laptop and charger.


The course will be taught by leaders in the Canadian sponsorship marketing landscape from companies including CFL, Charlton Strategic, Elevent, Front Row Center Inc, IMI International, Molson Coors, Publicis, and TORQUE Strategies.



Overview of Sponsorship Marketing in Canada, North America and Globally
Learn about the latest statistics, trends, issues and emerging practices in sponsorship marketing practice

Taught by Gord Hendren, Charlton Strategic

Sponsorship Marketing vs Marketing and Sponsorship’s Role in the Marketing Mix

Taught by Peter Gardner, TORQUE Strategies

Executing the Sponsorship:  Best Practices in Activation
developing and implementing activaton programs using traditional and new tactics

Taught by Kevin Goodman, Front Row Center Inc.

Evaluating the Success and Returns of a Sponsorship Marketing Program
Timing, Methods, Metrics and ROI vs ROO

Taught by Dan Hunter, IMI International


Digital Media, Social Media and Technology in Sponsorship Marketing
Leveraging new platforms and tools to add value, engage consumers and evaluate programs

Taught by Daniel Ehman, GMR


Whats’s New in Sponsorship Marketing?
New industry sectors, new partnerships, new assets, new forms of activation and new forms of evaluation

Taught by Jana Masiewich, Publicis


Sponsorship Sales: Process, Players, Considerations and Writing a Proposal
earn the steps from idea to procurement including research, proposal development and pitching

Taught by Owen Welsh, CFL


Negotiating Terms of the Sponsorship
Preparation, Steps, Asset Valuation and Renegotiating a Successful Partnership

Taught by Gavin Roth, Golf Canada


Ethical and Legal Issues in Sponsorship Marketing
Various issues from ambush/parasitic marketing to intellectual property rights

Taught by Steven Lewis, XMC


Analytics and Sponsorship Marketing: The Future?
Learn the impact analytics wlll have on the practice from identifying partner prospects to valuing assets to evaluating programs

Taught by Francis Dumais, Elevent


Case Study


Cancellation Policy

All cancellations must be sent in writing to the SMCC. A full refund, less an administrative fee of $25 will be made on cancellations received by our office at least 10 days prior to course date. Cancellations after this date and "no shows" will not be eligible for refunds. Substitution of one registrant for another person from the same company is permissible any time without penalty. In the event that SMCC is forced to cancel the seminar, SMCC is not responsible for any airfare, hotel or other expenses incurred by registrants.

Payment Policy

All payments are due in full before the start of the course. If registration payment is not received by the event date, the delegate will be required to submit credit card information upon check in at the registration desk.