Marketing & Media
Advertising represents approximately 60 per cent of the corporate marketing budgets. Direct, promotional, experiential, online and sponsorship make up the balance of the spending. Sponsorships might seem like a small chunk of a smaller chunk but it’s all relative. It is estimated that more than $2.5 billion is spent on sponsorship campaigns per annum in Canada.
It seemed like a shoe-in for Olympic sponsorship. The smart money was on Roots Canada for getting their grip on 2010. Given its well-established relationship with the Canadian Olympic team, it was the darling choice for official Olympic tailor and for the lucrative licensing rights to manufacture clothing for our athletes and the public, with royalties spinning back to the Vancouver Olympic Committee.