While most would argue ice hockey is Canada’s sport, basketball is emerging to be a game that closely represents the changing face of the nation. Canada will be welcoming over 1 million new immigrants in the next 3 years alone with the majority coming from Asian countries. The game, the fans and the experiences associated to basketball are being celebrated as something uniquely Canadian, and the world is looking at Canada and basketball differently. Only fitting given basketball was invented by a Canadian.

By the year 2036, Canada’s multicultural consumers will represent 34% of the population and, according to Statistics Canada, other urban centres across the country can reach over 80% with Asians quickly becoming the “visible majority”. This unstoppable trend should not only tell marketers that they need to go deeper in “multicultural” marketing and advertising; this should also signal the need to re-look at marketing and advertising as a whole.

Join Canadian Multicultural Marketing veteran Bobby Sahni who will share key insights and learnings about the uniqueness of Canadian Consumers and marketing lessons learned by Canada’s new pastime – basketball.

Presenter: Bobby Sahni, Partner & Co-Founder, Ethnicity Multicultural Marketing + Advertising
Date: Wednesday, June 19
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Video Recording

If you have any questions or have difficulty registering, please contact
Davina Wong: 416-964-3805 ext. 1007

Bobby Sahni, Partner & Co-Founder, Ethnicity Multicultural Marketing + Advertising
Bobby Sahni
Bobby Sahni has over 12 years of corporate multicultural marketing experience and is considered a veteran and leader in the industry. Bobby was the Head of Multicultural Marketing at Rogers Communications for many years and has been a pioneer in developing, executing and managing diversity and multicultural marketing initiatives for a number of best-in-class organizations. He recently co-founded Ethnicity, a multicultural marketing & advertising agency dedicated to helping companies drive new growth and sales by engaging North America’s fast-growing and big-spending ethnic communities.