sponsorship Archives - Corporate Meetings Network

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Canadian sponsorship spending hits $4.7B
2026/09/02

Sponsorship spending across Canada has reached $4.7 billion, according to the 2026 Canadian Sponsorship Landscape Study (CSLS), which marks the 20th anniversary of the national industry benchmark. Brands are planning to increase their sponsorship investment further next year, the study found. The annual study found that brands are committing more money to rights fees across categories while placing greater emphasis on evaluating whether sponsorship spending is delivering measurable results. Professional sport continues to account for the largest and most…
Breaking News
How to Keep Your Sponsors Coming Back
2026/04/14

Getting a sponsor to sign on the dotted line is one thing. Getting them to come back is something else entirely. In my experience working with organizations across Canada and the United States, the ones that struggle most are not the ones that can’t find sponsors. They are the ones that don’t know what to do with them once they have them. If you want sponsors that renew and increase their investment over time, you need to think differently…
Event Operations
Five Prospecting Tips For Success
2025/11/27

Prospecting is the key to success. If you are not talking to the right people and organizations, you will not be successful for long. The wrong matches are short lived. Success is not a station you arrive at; it is a way of travelling. We need to be focused on prospecting for our success travels. I am asked all the time by meetings, conferences, events and other sponsorship selling properties who they should be calling on — who is…
Event Operations, Uncategorized
Experiential Marketing is a Win-Win Strategy
2025/09/19

As a not-for-profit festival and event producer, I’m constantly looking for ways to help my events become financially sustainable. After years of producing events, I’ve realized that there’s a revenue stream that often gets overlooked by event organizers: experiential marketing or XM. Experiential marketing can help your bottom line while creating incredible experiences for attendees. What’s the Difference Between Sponsorship and XM? Traditional event sponsorship is a true partnership with comprehensive marketing benefits for the sponsor including pre-promotion, PR…
Event Branding & Marketing, Event Operations
Hamilton Venue Becomes TD Coliseum
2025/07/09

Oak View Group (OVG) and TD Bank Group announced a multi-year naming rights sponsorship to name Hamilton’s premier sports and entertainment venue, TD Coliseum. Scheduled to open in late 2025, TD Coliseum is set to become the new centerpiece for concerts, sporting events, family entertainment, trade shows, and community events in the Golden Horseshoe. “This sponsorship goes far beyond naming rights — it reflects a shared commitment to delivering world-class experiences and making a lasting impact where it matters…
Breaking News
Questions For Event Sponsor Proposals
2025/02/05

You’ve done the work. You’ve created a corporate event that sponsors want to be a part of. They’ve returned your call and now you have a meeting on the books with them. You know they wouldn’t meet with you if they weren’t interested in sponsoring you. There’s revenue and commission there for the taking. Now it’s time for your meeting, and you need to understand what sort of sponsor proposal will get final approval. Here are some questions to…
Event Branding & Marketing, Event Operations
How to Gain Executive Buy-In For Events
2024/11/29

With consumers and employees facing frustrating inflation and challenging price scenarios, corporations are being more cost and perception-aware than ever. Event sponsorship will be looked at with sharp lenses, evaluating just how much positive brand profile and community building each opportunity offers. Executive buy-in is important for success. Venue demand remains high, indicating that events are still taking place regardless of budget tightening and optics management. With this comes increasing pressure for events to lock in their venues perhaps…
Event Operations
Telling Your Own Stories
2024/11/14

We all know storytelling works. We are all aware that stories are engaging. They influence people. They inspire and excite. As authors Dan and Chip Heath illustrate in their research, 63 per cent of presentation attendees remember the stories told, while only five per cent remember statistics. Storytelling is critical for you and your organization. We always seem to be on the hunt for great stories to tell that will focus on or accentuate the point or message we…
Event Branding & Marketing, Event Operations
Sponsorship is Relationship Building
2024/07/25

The sponsorship sales process takes time and relationship building. I let people know that the average timeline between prospect clearance and closing a sponsorship deal is 18-22 months. Yes, some happen in a week. Others are in the mill for three to four years, but on average, it is 18-22 months. So, what happens during that time? From my experience, it is relationship building. When you try to close too early, you typically fail and don’t get the deal,…
Event Branding & Marketing, Event Operations
Keys to Sponsorship Management
2024/05/17

In the ever-evolving realm of event planning, mastering the delicate dance of sponsorship management isn’t just a skill; it’s the cornerstone of unlocking financial success, broadening your marketing reach, and fostering lasting partnerships. As event producers, we don the hats of experiential architects, weaving together the threads of innovation, strategy, and collaboration to construct moments that leave a lasting impression. Here are some vital components of effective sponsorship management and common pitfalls: Lead Time: The journey to securing event…
Event Branding & Marketing, Event Operations