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Request: Can you provide examples of initiatives used to encourage the private

sponsorship of sports in North America?

INSIGHTS

- There is no public information available on budget and funding amount of the


initiatives conducted to encourage private sponsorship of sports in North
America.
- The formation of CSB is an effort in Canada aimed towards encouraging private
sponsorship of sports in the country.
- The First Shift program was an initiative geared towards encouraging sports’
private sponsorship in Canada established in 2014 by Hockey Canada and
Bauer.

In this study, we found that two examples of initiatives used to encourage private
sponsorship of sports in North America are CSB and the First Shift program. Below is a
detailed explanation of our methodology and findings.

METHODOLOGY

In searching for the third example of an initiative used to encourage the private
sponsorship of sports in North America, we employed the following research strategies:

We initially started the research by searching for relevant information on any


government initiatives used to encourage private sponsorship of sports in North
America from government websites such as Government of Canada, Bureau of
Educational and Cultural Affairs, Sponsorship Marketing Council Canada, and many
more. Unfortunately, we could not find any public information available related to the
study. Most information found provided an overview of the sports sponsorship in
Canada, not including initiatives for private sport sponsorship in the country.

Next, we searched for relevant information regarding any initiatives or campaign used to
encourage private sponsorship of sports in North America from online sports federations
websites or sports clubs database such as United States Indoor Sports Association,
Major League Soccer, Major League Baseball, and many more. However, we only
found researches providing direct sponsorship of brands or company, and no initiatives
conducted by sports federations or sports clubs to encourage private sports
sponsorship were found to be publicly available.

Lastly, we searched for relevant information on any marketing campaign or initiatives


used to encourage private sponsorship of sports in North America from credible blogs
and online news articles such as Forbes, CNBC, Chief Marketer, and many more.
Unfortunately, we only found researches that provided information on sport sponsorship
spending, overview of sports sponsorship, direct sport sponsorship, and no initiatives or
campaign used to encourage private sponsorship of sports in North America were found
to be publicly available.
In searching for the budget and funding amount of each initiatives mentioned, we
employed the following research strategies:

We searched for relevant information regarding any possible budget and funding
amount of the initiatives conducted to encourage private sponsorship of sports in North
America from online databases such as The First Shift and Canadian Premier League.
However, we could not find any public information available on the budget and funding
amount, only the organizations that are offering budget and funding, and what these
organizations are specifically funding.

Next, we searched from company databases involved in the initiatives such as


Volkswagen and Canadian Tire, and exhaustively searched for relevant information
specific to the initiatives or sponsorship. Unfortunately, most information that we found
only provided an overview of the sponsorship, not including funding and budget amount.

Lastly, we searched from credible blogs, online news articles, media reports, and many
more for relevant information regarding budget and funding amount of the initiatives.
Our sources included Forbes, Sponsorship, Sponsorship Marketing, and many more,
but we could not find any public information available related to the study. The only
information found contained an overview of the initiatives, companies involved in the
initiatives, and many more. The possible reason for the limited available data is the
budget and funding amount were not available for public domain due to competitive and
security purposes.

CANADIAN SOCCER BUSINESS (CSB)

The formation of CSB is an effort in Canada aimed towards encouraging private


sponsorship of sports by The Canadian Premier League (CPL). CSB is a sports entity
that represents commercial assets for CPL and Canadian Soccer Association (CSA)
after its inaugural season and most likely, the 2026 World Cup that will discard untold
sums back into Canada’s premier soccer properties. “The CSB is the entity that’s
attracting (CPL) investors and owners”. The funding of CSB is for elite sports.
Volkswagen formed a partnership with CPL – Canada’s forthcoming national soccer
league negotiated by CSB on behalf of CPL. Volkswagen will get national promotional
and media assets across the CPL and its seven clubs, namely: the HFX Wanderers FC,
York9 FC, Forge FC, Valour FC, FC Edmonton, Cavalry FC, and Pacific FC. It will also
receive a shirt sponsorship. The total budget and total funding of this initiative are not
publicly available.

CANADIAN TIRE FIRST SHIFT PROGRAM

Established in 2014 by Hockey Canada and Bauer, the First Shift program is an
initiative geared towards encouraging sports’ private sponsorship in Canada. Canadian
Tire became the official title sponsor of the First Shift program on 2016. Canadian Tire
First Shift is aimed towards kids who are ages six to ten who have never been enrolled
in hockey before. Funding for this program was for a large audience to encourage more
people to participate more actively in Hockey. Sponsoring this program was an ideal fit
for Canadian Tire that noticed the opportunity to grow the grassroots program.
Canadian Tire took advantage of two of its partner athletes, Jonathan Toews and Marie-
Philip Poulin, as program ambassadors together with Mark Messier to help in promoting
the program and providing inspiration to the young players. It was also named as the
title sponsor during the inaugural season, and is proud to support 150 First Shift
programs within Canada. There is no public information available on this initiative’s total
budget and total funding.

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