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Foundational Partner Content


Features from our Foundational Partners

12 Foundational Partners have invested in the SMCC to provide critical funding that will support the development of new initiatives and enhance existing programming. These Foundational Partners represent leading brands in the Canadian sponsorship landscape, and have the unique opportunity to feature best-in-class case studies and breakthrough content exclusively for SMCC members.

*New! Click here to access "Insights from our Foundational Partner Leaders"


CT_IconLogo_StdKey_CMYK.JPGCanadian Tire's Red Door to Rio
How Existing Sport Sponsorships Fuelled a “Big Idea”  

Canadian Tire Corporation recognizes the Olympics as a phenomenal time for Canadians to celebrate their country and its values. As a Premier National Partner of the Canadian Olympic Committee, the Corporation developed an integrated, cross-functional campaign to promote the brand platform and benefit from the 2016 Rio Games, both internally and externally.

Canadian Tire’s “Red Door to Rio” was a PR campaign designed to complement the marketing sponsorship, “We All Play for Canada”.  During the 2016 Games, two physical Red Door structures connected families, friends and fans of Olympians in Canada with athletes in Rio at Canada Olympic House via live-streaming.

Due to the IOC’s strict sponsorship rules, Canadian Tire could only promote and recognize its own sponsored athletes; capitalizing on partner athletes was crucial for the campaign’s success. Following her gold-medal performance, Rosie MacLennan visited Canadian Tire’s Red Door in Canada Olympic House, expecting to see young kids on the other side. When she opened the door, she was surprised to find her Grandmother – one of her only family members who could not come to Rio. The video of the emotional interaction has been viewed 1.8 million times and garnered 30,000 likes, comments and shares, making it the number one most organically viewed social video in Canadian Tire’s history.

By the end of the Games, The Door had facilitated close to one thousand interactions between Rio and Canada, featuring 108 different athletes, including all four of Canada’s Gold Medallists. Overall, the campaign went from conceptualization to execution in a mere ten weeks and was a resounding success thanks to considerable teamwork.  This success fostered a new iteration for the Holiday season: “Canada’s Christmas Door”, which connects families across Toronto with Santa in his workshop at the North Pole.

Supporting amateur sport through the Canadian Olympic Committee is a priority: sport is in Canadian Tire’s DNA. It is because of this fitting partnership that what began as a sport-specific campaign has grown into a much larger brand activation for Canadian Tire and its customers to experience.


CINCOLOGOCINCOLABS - A Look Back at Some of the Greatest Moments from the Last Twelve Months

As we look ahead to 2017 and prepare for another fantastic year, we are proud to present our latest reel, a look back at some of the greatest moments from the last twelve months.

CINCOLABS, a digital think tank operating within CINCO, consists of a team that is dedicated to the research and continuous development of both creative and innovative brand activations in the context of sponsorship marketing. A core group of internal resources specializes in the areas of sound, video, gaming, interactive and immersive (VR/AR) technologies and a network of international partners work in synergy to create experiences that real consumers can connect with.

This December, we'll be taking our show on the road - sharing some of our latest innovations in activation and content technology with our partners and clients from across the country. Please contact for more information or if you are interested in seeing the presentation in person.



A Hockey First Corporation - The Value of Long-Term Partnerships

At Canadian Tire Corporation, sport has been a part of our DNA for 94 years, and we understand the power it has to bring families, communities, and our country together. Hockey, specifically, plays an important role in our collective culture, and from providing that first pair of skates, to partnering with professional hockey players and organizations, Canadian Tire is proud to support Canada’s Game.   

In 2016, Canadian Tire became the official title sponsor of the First Shift program. Established in 2014 by Hockey Canada and Bauer, Canadian Tire First Shift is designed for kids ages six through ten who have never previously been enrolled in hockey. The attractive $199 registration fee includes a full set of Bauer hockey equipment and six on-ice sessions. In its first two years, the First Shift program introduced more than 4800 families to hockey, with 86% of players re-enrolling with the Minor Hockey Association afterwards. 

Sponsoring the First Shift Program was an ideal fit for Canadian Tire: thanks to pre-existing relationships with both Bauer and Hockey Canada, Canadian Tire saw the opportunity to continue to grow the grassroots program. Canadian Tire leveraged two of its partner athletes, Jonathan Toews and Marie-Philip Poulin, as program ambassadors alongside Mark Messier, to help promote the program and provide inspiration for young players. In its inaugural season as Title Sponsor, Canadian Tire is proud to support 150 First Shift programs across the country.

Hockey is more than just a sport in Canada: it’s a way of life. The Canadian Tire Family of Companies understands this and continues to grow its portfolio of partners to further its position as the largest supporter of hockey in Canada.



Putting Sports First - Embedding a Sport Partnership across a Family of Companies

In January 2013, Canadian Tire Corporation signed a multi-year sponsorship agreement with both the Canadian Olympic and Canadian Paralympic Committees to strengthen its position as a leading supporter of sport in Canada. The partnership not only provided Canadian Tire Corporation with external-facing marketing opportunities, but new and unique ways to rally employees. 

As an Olympic and Paralympic Partner, Canadian Tire developed a program to engage, educate, and inspire its workforce through the “Power of Sport”. The Olympic Rings were integrated across the Family of Companies, including Canadian Tire and Sport Chek retail stores, on business cards and e-mail signatures, and throughout corporate offices.  

Building off successes and key learnings from Sochi, Canadian Tire Corporation once again used the lead-up to the Rio 2016 Olympics and Paralympics to reinforce the “Power of Sport”. From April through July, momentum was created through 48 employee events held across 18 offices. 47 athletes – 36 Olympians and 11 Paralympians – were engaged to share inspiring stories and experiences.

Olympic-themed Facebook at Work content, watch parties and activations ran throughout The Games. All four Canadian Tire partner athletes including Rosie MacLennan, Christine Sinclair, Damian Warner and Benoît Huot brought home medals, to the thrill of 85,000 employees.

The Olympics are a phenomenal time for Canadians to celebrate their country and its values. Naturally, Canadian Tire Corporation’s Olympic and Paralympic partnership not only unites employees and inspires healthy active lifestyles, but helps strengthen the company’s brand externally. While sport has been a part of Canadian Tire’s DNA for 94 years, partnering with the Canadian Olympic Committee/Canadian Paralympic Committee in 2013 has taken the company’s commitment to sport to a new level.



Canadian Tire Supports Olympic Team through Canada Olympic House Sponsorship

Canadian Tire Corporation is a leading supporter of sport in Canada: whether it’s buying that first soccer ball or stepping onto the field at the Olympic Games, Canadian Tire aims to help Canada’s athletes on every step of their journey. As a Premier National Partner of the Canadian Olympic Team, Canadian Tire has the opportunity to champion the country’s best athletes in Rio this summer as title sponsor of the “Celebration Lounge” at Canada Olympic House in Rio.

Canada Olympic House is a “home away from home” for the friends and families of Canada’s Olympians: where families can watch Olympians compete and where Olympians can reconnect with their families post-competition.  Canadian Tire believes in the power of sport to unite families, communities, and the nation. What better way to help our athletes than by supporting the people who have been behind them from day one: their friends and families.

Canadian Tire worked in partnership with the Canadian Olympic Committee and Yabu Pushelberg to select products, from across Canadian Tire’s Outdoor Living and Décor categories, to make the Celebration Lounge look and feel like home. Canadian Tire provided more than 2,000 products to create a comfortable and uniquely Canadian space for the families and friends of the Olympic athletes. The venue will give fans the chance to cheer, celebrate, and of course, provide the same unwavering support they have since the beginning.

By sponsoring Canada Olympic House, Canadian Tire is able to support the entire Olympic Team in Rio, along with their friends and families, as opposed to a limited selection of podium hopefuls. This aligns with the Company’s values of supporting athletes from playground to podium, and reinforces the We All Play for Canada brand platform.


Canadian Tire - Amplifying Charitable Initiative through Sport Partnerships

Canadian Tire Corporation is proud to support athletes from playground to podium. The goal of Canadian Tire Jumpstart Charities is to remove the financial barriers that prevent kids from participating in sport and physical activity -- bringing successful athletes back to the playground is a natural fit to amplify Jumpstart’s mandate.  

2015 marked Jumpstart’s 10th anniversary and the incredible milestone of reaching one million kids helped. This achievement was celebrated through a marketing campaign that leveraged all of Jumpstart’s key stakeholders, including Canadian Tire Corporation’s diverse Sport Partnerships portfolio.

A total of nine Partner Athletes and 14 Sport Partners were engaged to promote this campaign. An omni-channel approach including in-store, social, digital, earned and mass media was developed to increase awareness and strengthen brand loyalty. Athletes are the natural fit when speaking to the importance and benefits of participating in sport. As part of the “One Million Kids Helped” campaign, hockey star Jonathon Toews and other Jumpstart Ambassadors helped spread the word through both social and earned media. The successful campaign generated 41M impressions across external channels. Overall, the program increased awareness and brand loyalty while strengthening community support.

This year, Partner Athletes will be highly visible throughout the spring and summer. They will participate in Jumpstart Games across the country, not only to inspire Jumpstart kids, but to help deliver the Charity’s message around the importance of sport.

June is Jumpstart month at Canadian Tire, an annual awareness campaign when customers are asked to donate to Jumpstart in-store. From Twitter parties to media tours, Canadian Tire’s sport partners provide a secondary platform to amplify this call-to-action. By pairing the Jumpstart brand with well-respected Canadian athletes and sport properties, Jumpstart is able to strengthen the emotional connection between its brand and consumers, and execute highly successful campaigns.



CBC/Radio-Canada Media Solutions - Content Marketing Service Provides Cutting Edge Integrations for a Variety of Advertiser Categories

With more hours of integratable Canadian content in prime time than any other network and an in-house team of dedicated sponsorship marketing experts, the CBC/Radio-Canada Media Solutions group has the unique opportunity to develop and execute innovative, relevant, and impactful solutions for partners. Our content marketing service has a national scope and is a hotbed of cutting edge ideas with a mission to create eye-opening and made-to-measure projects. New programming hits such as Workin' Moms, Kim's Convenience and True North Calling and returning favourites including Murdoch Mysteries, Dragons’ Den and Canada's Smartest Person, all have huge potential for interesting integrations for a variety of advertiser categories and the Media Solutions team is looking forward to working with prospective clients as the key Fall selling window approaches.

Here is an example of an execution the CBC/Radio-Canada Media Solutions team developed for SickKids Hospital and CBC’s top drama, Murdoch Mysteries:


 Desperado - The Necessity of EngagementDesperado_map.jpg

Era One of modern sponsorship began in 1984 when the Organizing Committee of the Summer Olympics in Los Angeles had to look at sponsorship differently. Tasked with delivering a games that didn’t run a deficit, sponsors  became a meaningful source of funding. Exploitable sponsorship assets were sold to a limited number of brands  and sponsors were required to leverage those assets to help the 1984 Summer Olympics reach organizational objectives, including around promotion and cost avoidance.

Era Two of modern sponsorship began in the early 1990s when the notion of sponsorship as content helped create the integrated marketing approach. We learned quickly that using sponsorship assets across an evolving marketing mix was an effective way of better differentiating our brands in an increasingly commoditized marketplace. Use of marks on packaging moved more product off shelves, imagery in advertising drove better resonance.   In short, sponsorship helped other forms of marketing work harder.

This is Era Three – the Era of Engagement. Now, you don’t win by begging, cajoling or bribing them to be part of your brand story. You win only when you make your brand part of the consumer’s story. If you’re not adding value to the fan/patron/donor/attendee’s experience with the properties you’re sponsoring then you’re not getting noticed, you’re not breaking through and you’re not getting rewarded for being there.

Consumers will care about what you have to say only when your brand helps bring them closer to the game, closer to the performance, closer to the event - or when you are being of service. Then, activate in ways that are true to your brand’s values, enable you to share your story and ideally, that involve your product or service.

Buy assets within your sponsorships that drive engagement opportunities and measure for impact – beyond unaided awareness, for familiarity, consideration, intention.  

SE_Logo_-No_Tagline.jpgS&E Sponsorship Group's Fourth Edition of Inside the Lab: All-Star Edition

Welcome to the fourth episode of Inside the Lab. With the recent NHL All-Star game taking place in Nashville and the upcoming NBA All-Star in Toronto, S&E discusses a wide range of All-Star topics including;
• The different approaches leagues take in selecting a host city for their All Star Game and the implications for corporate partners.
• Our predictions on whether John Scott will see future endorsement opportunities.
• The difference between the NHL All-Star and the NBA All-Star Weekends.
• Who to watch for in the upcoming NBA All-Star Weekend

Click here to listen.

REP_GreyGreen_4c.jpgRepucom’s Fan Revolution Report - Understanding the Fan in the Global Age of Information

As a professional industry has grown up around sport the definition of the ‘fan’ has, inevitably, become more complex and nuanced, as has the desire to understand precisely what makes them tick. Technology, meanwhile, is changing everything. What being a ‘fan’ means – the long-established pattern of behaviour we associate with fans – is being disrupted by a raft of new sport and entertainment formats and new ways of consuming them. Rights-holders, broadcasters and sponsors need a map for this new global fan landscape.

The Fan Revolution report (downloadable here) charts the changing relationship between fans and brands and rights-holders and introduces Repucom’s pioneering Fan DNA research, which has identified seven clearly differentiated groups of fans, each with their own distinctive characteristics, behavioural tendencies and attitudes to sport and sponsors – in particular, which type of fans respond most strongly to different sorts of sponsorship activation; it is the missing link between what fans say and what they actually do.



S&E Sponsorship Group's Second Edition of Inside the Lab: The Rise of the Toronto Blue Jays

CIBC - Cheer on Team Canada’s para #PanAmazing athletes with @CIBC
Partnership Group - Sponsorship Specialists™ - Negotiating to Succeed