Canada's MVP: Revealing Canada’s Most Valuable Properties

A syndicated study designed to identify what drives the connection between sponsors and consumers/citizens

Jordan Levitin

Norm O’Reilly

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Value Partnership Love

Connection

SPONSOR CONSUMER PROPERTY

Value •  Feel closer to Sponsor

•  Leverage impact of my own involvement

•  Want others to know I’m connected

•  More likely to buy product/service because of Sponsorship

5

2016 100 Properties

2500 Adult Canadians

Focus on Millennials

Born between 1981-1993 23% of the Canadian population Largest cohort since Boomers

Millennials

[ you only live once ]

[ fear of missing out ]

Struggling to establish themselves, but have “living” to do Balance live for today, with plan for tomorrow

Millennials are inundated with choices.

All at their fingertips

Appreciate options

Learning what their interests are

Overwhelmed!

Trouble choosing the best option

Experimentation and switching

Desire for curation

Millennials navigate multiple touch points

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Smartphone Penetration

Proportion of Online Traffic on

SP Hours per Day on Smartphone

73%

85%

78%

62%

86% 18-24

T. Mill.

25-32 L. Mill.

33-49 Gen X

50-70 Boom.

OVERALL 22%

42%

35%

20%

6%

á 29% in 6 Mo.

á 14% in 6 Mo.

á 30% in 6 Mo.

á 25% in 6 Mo.

á 20% in 6 Mo.

2.0

3.2

2.6

1.4

0.6 SOURCES:

Ipsos Canadian Media Landscape Study (Aug 2015 n=9,300)

Global Web Index Summary Global Internet Users 16-64 (Q1 2015, n=47,600)

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If you had a million dollars?

88% would sponsor

86%

91%

86%

91%

91%

Men

Women

Millennials

Gen X

Boomers

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Where would the 1 million dollars in sponsorship go?

46%

37%

14% Health

Social

Youth

Amateur Sports

Arts

Pro Sports

Events

Entertainment

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Where would the 1 million dollars in sponsorship go?

39% 33%

15%

47%

37%

13%

47%

34%

13%

Health Social Youth

Millennials Gen X Boomers

15

MOST VALUABLE PROPERTY

20 16

M.V.P.

65

Impact on Cause

56

Sponsor Fit Herit

age

47

7 D

river

s of

Val

ue

17

Personal Involvement

Touches me personally Change behaviour

18

Creating the Moment

Adds enjoyment to life

Share with others

Creates a good moment

19

Impact on Cause

Willing to participate/ purchase to show support Has a real impact

Is trustworthy

20

Sponsor Fit

Champions of the cause Long term relationship

21

Heritage

Enduring

Iconic: being Canadian

National in scope

22

Uniqueness

Only organization doing it

23

Responsible Management

Appropriate admin costs

Not too commercial

Respected spokesperson

Less of a focus More of a focus

millennials

Creating the Moment Personal

Involvement

Heritage

boomers

Heritage Sponsor Fit

Personal Involvement

gen x

Creating the Moment

Generational Differences

Rational

Experiential

Less of a focus More of a focus

men

women

Creating the Moment Personal Involvement

Uniqueness Responsible Management

Gender Differences Impact on Cause

Impact on Cause

Creating the Moment Personal Involvement

Uniqueness Responsible Management

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Criteria 01. Regularly occurring

02. Canadian

03. Representative of all segments

04. Create collectives Excluded: ‘One-off’s’, Facilities/ Venues, Individuals, “owned”

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EVENTS

ARTS

ENTERTAINMENT

HEALTH CAUSES

YOUTH CAUSES

AMATEUR SPORTS

PROFESSIONAL SPORTS

SOCIAL CAUSES

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Millennials Gen X Boomers

Cumulative Value Index - Generations

Social Health Amateur Sports

Pro-Sports Events Youth Arts Entertainment

30

Men Women

Cumulative Value Index - Gender

Social Health Amateur Sports

Pro-Sports Events Youth Arts Entertainment

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Past MVPs

Major Museum or Art Gallery

Winter Cultural Festivals

Nearest Theme Park /

Attraction

Major Museum or Art Gallery

Summer Cultural Festivals

Hockey Night in Canada

Major Performance

Arts or Theatre

Program in the nearest city

Arts Festivals in the Nearest

Major City


Pro Sports Health Youth Social Entertainment Events Arts Amateur Sports

Favourite NHL Team

Canadian Olympic Team

National Hockey League

Canadian Paralympic

Team

Favourite NHL Team


WWF Kids Help Phone

Canadian Cancer

Society/ Relay for Life

Salvation Army

United Nations Children’s

Fund Heart & Stroke

Salvation Army

Big Brothers and Sisters

Canadian Cancer

Society/ Relay for Life 20

12

2014

20

15

THE 2016 MVPs

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25 Amateur Sports Properties


RBC Sports Day in Canada

Hockey Canada

Canada Games

Canadian Paralympic Team

Major Road Race

Provincial Summer/Winter Games

International Ice Hockey Federation Women

Major Marathon/Triathlon in the Nearest City

Major Road Cycling Event/Tour in the Nearest City

Tournament of Hearts Canadian Figure Skating Championships

Memorial Cup

Ironman Canada

Major Dragon Boat Event in the Nearest City

Canadian Major Auto Race

University Varsity Sports Teams

Canadian National Soccer Teams

Canadian National Rugby Team

Canadian National Downhill Ski Team

The Brier

Vanier Cup

Canadian National Swimming Teams

Canadian National Basketball Teams

Canadian Women’s Hockey League (CWHL)

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Sports 2016 Amateur Sports MVPs

3 2

1

Index: 151 Index: 168 Index: 131

35

Amateur Sports MVP by Generation

Millennials Gen X Boomer


Canadian Paralympic

Team

Hockey Canada



Hockey Canada



Hockey Canada

36

7 Arts Properties

Major Museum/Art Gallery in Nearest City

Major Performance Arts or Theatre Program in Nearest City

National Arts Centre

Cirque du Soleil

Major Science Centre in Nearest City

Hockey Hall of Fame Stratford Shakespeare Festival

37

Arts 2016 Arts MVPs

3 2

1


Major Performance

Arts or Theatre Programs

Major Science Centre

38

Arts’ MVP by Generation



Major Performance Arts or Theatre Program

Cirque du Soleil


Major Museum/Art Gallery

Major Performance Arts of Theatre Program

Major Performance Arts or Theatre Program

Cirque du Soleil

Hockey Hall of Fame

39

5 Entertainment Properties

Nearest Theme Park/Entertainment Attraction

Hockey Day in Canada


Canadian National Exhibition

Juno Awards

40

Entertainment 2016 Entertainment MVPs

3 2

1


Nearest Theme Park/

Entertainment Attraction

41



Entertainment’s MVP Generation




Nearest Theme Park/ Entertainment Attraction

Nearest Theme Park/ Entertainment Attraction



Canadian National Exhibition

42

14 Events Properties



Toronto International Film Festival

Just For Laughs

Music Festivals in Nearest Major City Calgary Stampede

Québec Winter Carnival

Your Favourite Multi-Day Music Festival

Lesbian, Gay, Bisexual, Transgender and Queer Events

Film Festivals in Nearest Major City

Toronto Fashion Week

Your Local Agricultural Fair/Exhibition

Arts Festival in Nearest Major City Your Local Food/Drink Festival

43

2016 Events MVPs

3 2

1


Events

Your Local Food/Drink

Festival


Your Local Agricultural

Fair/Exhibition


44

Event’s MVP by Generation


Music Festivals in Nearest Major City





Your Local Food/Drink Festival

LGBT Event in the Nearest Major City


Your Local Food/Drink Festival

45

18 Professional Sports Properties

Favourite Canadian National Hockey League Grey Cup

National Hockey League

Favourite Canadian Hockey League Team

Your Favourite Canadian Major League Soccer

Favourite Canadian Football League

Toronto Blue Jays

Rogers Cup

Canadian Football League

Canadian Open (Golf Canada)

National Hockey League Players Association

Ultimate Fighting Championship

Toronto Raptors

National Lacrosse League

Grand Slam of Curling

Canadian Grand Prix

Canadian Major Auto Race in the Nearest City

Canadian Hockey League

46

2016 Pro-Sports MVPs

3 2

1


Pro-Sports

Your Favourite Canadian NHL Team

47

Pro-Sports’ MVP by Generation


Toronto Blue Jays

National Hockey League (NHL)



Your Favourite CFL Team

Your Favourite CHL Team

Canadian Hockey League

Grey Cup (CFL)


48

12 Social Properties

World Vision Canada

Mothers Against Drunk Driving

Salvation Army

Ducks Unlimited

United Way of Canada

Plan International Canada

Earth Hour/World Wildlife Fund

Special Olympics Canada

YMCA Canada

Your Former University/College

Habitat for Humanity Canada

Canadian Red Cross

49

2016 Social MVPs

3 2

1


Social

50

Social’s MVP by Generation


Canadian Red Cross

World Wildlife Fund (WWF) Canada/Earth Hour

Mothers Against Drunk Driving (MADD) Canada

Salvation Army

Canadian Red Cross


Salvation Army

Canadian Red Cross


51

7 Youth Properties

United Nations Childrens Fund

Canada-Wide Science Fair Right to Play Canada

Big Brothers Big Sisters of Canada

Boys and Girls Clubs of Canada

Kids Help Phone

We Day

52

2016 Youth MVPs

3 2

1


Youth

53

Youth’s MVP by Generation


United Nations Childrens Fund (UNICEF) Canada

Kids Help Phone




Kids Help Phone

Kids Help Phone



54

14 Health Properties

Canadian Cancer Society/Relay for Life

One Walk to End Women’s Cancers

Heart and Stroke Foundation of Canada

Local Hospital Foundation

Canadian Blood Services

Local Childrens Hospital

Canadian Breast Cancer Foundation/Run For the Cure

Ride to Conquer Cancer

Canadian Diabetes Association

Walk to Cure Diabetes (Juvenile Diabetes Research Foundation)

MS Walk/Multiple Sclerosis Society of Canada

Canadian National Institute for the Blind

Aids Walk for Life

Movember Canada (Prostate Cancer Canada)

55

2016 Health MVPs – and Overall MVPs

3 2

1


Health

Local Childrens’ Hospital

56

Health’s MVP by Generation


Local Childrens Hospital

Canadian Breast Cancer Foundation/ Run for the Cure

Heart and Stroke Foundation of Canada Local Childrens Hospital

Canadian Cancer Society/ Relay for Life

Multiple Sclerosis Society of Canada/MS Walk

Multiple Sclerosis Society of Canada/MS Walk

Canadian Breast Cancer Foundation/ Run for the Cure

Canadian Cancer Society/ Relay for Life

A syndicated study designed to identify what drives the connection between sponsors and consumers/citizens

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CONGRATULATIONS!


Local Children’s Hospital

Major Performance Arts or Theatre Programs


Canada's MVP: Revealing Canada’s Most Valuable Properties

Marketing