{"id":1232,"date":"2013-10-29T09:32:47","date_gmt":"2013-10-29T13:32:47","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1232"},"modified":"2017-10-24T10:37:53","modified_gmt":"2017-10-24T14:37:53","slug":"seven-trends-in-sponsorship","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/","title":{"rendered":"Seven trends in sponsorship"},"content":{"rendered":"

By Doria Rahmani<\/a>, \u00c9ditions infopresse<\/a><\/strong><\/em><\/p>\n

The 4th RDV Commandite<\/a><\/em><\/strong>\u00a0(in French), the annual sponsorship conference organized by Infopresse took place recently in Montreal. During the event, David Pontbriand, partner at Substance Strat\u00e9gie<\/strong><\/a>, presented Focus on major issues<\/em>, the results of an exclusive joint survey on current and emerging industry trends conducted among 21 sponsorship marketing experts by the Sponsorship Marketing Council of Canada and Infopresse.<\/p>\n

Key findings:<\/p>\n

    \n
  1. Digital sociability<\/strong>
    \nSocial media is transforming the way consumers interact among themselves and with brands. Successful sponsorship programs will be those that bring a relevant contribution to the conversation.<\/li>\n
  2. Mobile is everywhere<\/strong>
    \nThe ever-growing popularity of mobile devices in all walks of life creates new opportunities to engage consumers before, during and after events.<\/li>\n
  3. Hyper-entertainment<\/strong>
    \nThe availability of a second viewing screen generates a new form of addiction: entertainment. In this era of multitasking, properties will need to work harder to capture and retain their target group\u2019s attention, even during live performances.<\/li>\n
  4. Cooperative mentality<\/strong>
    \nThe most effective sponsorships are those where the brand is an integral part the property. More than ever, sponsors and rights owners need to agree on the place and role of the sponsor.<\/li>\n
  5. Low rights, high activation<\/strong>
    \nSponsorships are increasingly linked with the announcer\u2019s marketing strategy. Clients now tend to favor activation instead of rights acquisition.<\/li>\n
  6. No rights. All activation (Red Bull)<\/strong>
    \nNot every brand can afford to create their own sponsorship properties. Nevertheless, the phenomenon warrants monitoring. More than ever, brands will have to focus on the key traits of their personality while developing partnerships.<\/li>\n
  7. Participative sponsorship<\/strong>
    \nInitiatives such as Sponsorise.me as well as the concept of \u201ccrowdfunding\u201d (made popular by Kickstarter) are becoming promising avenues for sponsorship in the Qu\u00e9bec market.<\/li>\n<\/ol>\n

    RDV commandite is an initiative of the\u00a0Sponsorship Marketing Council of Canada<\/a><\/strong> and Infopresse, in cooperation with Cinco<\/a><\/strong>. The recent conference gathered nearly 300 sponsorship professionals at the exCentris, in Montreal. Access the event program<\/a><\/strong> (in French).<\/p>\n","protected":false},"excerpt":{"rendered":"

    By Doria Rahmani, \u00c9ditions infopresse The 4th RDV Commandite\u00a0(in French), the annual sponsorship conference organized by Infopresse took place recently in Montreal. During the event, David Pontbriand, partner at Substance Strat\u00e9gie, presented Focus on major issues, the results of an exclusive joint survey on current and emerging industry trends conducted among 21 sponsorship marketing experts<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[77],"tags":[57,98,111,58,182,104,72,73],"acf":[],"yoast_head":"\nSeven trends in sponsorship | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seven trends in sponsorship | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"By Doria Rahmani, \u00c9ditions infopresse The 4th RDV Commandite\u00a0(in French), the annual sponsorship conference organized by Infopresse took place recently in Montreal. During the event, David Pontbriand, partner at Substance Strat\u00e9gie, presented Focus on major issues, the results of an exclusive joint survey on current and emerging industry trends conducted among 21 sponsorship marketing experts\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/\" \/>\n<meta property=\"og:site_name\" content=\"Association of Canadian Advertisers\" \/>\n<meta property=\"article:published_time\" content=\"2013-10-29T13:32:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-10-24T14:37:53+00:00\" \/>\n<meta name=\"author\" content=\"ACA Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:site\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"ACA Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/\"},\"author\":{\"name\":\"ACA Team\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/f7817c23950338ef3ae1594b950a8b34\"},\"headline\":\"Seven trends in sponsorship\",\"datePublished\":\"2013-10-29T13:32:47+00:00\",\"dateModified\":\"2017-10-24T14:37:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/\"},\"wordCount\":328,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\"},\"keywords\":[\"ACA\",\"Ad industry\",\"Advertising\",\"Association of Canadian Advertisers\",\"Infopresse\",\"marketing\",\"Sponsorship\",\"Sponsorship marketing\"],\"articleSection\":[\"Sponsorship\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/\",\"url\":\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/\",\"name\":\"Seven trends in sponsorship | Association of Canadian Advertisers\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#website\"},\"datePublished\":\"2013-10-29T13:32:47+00:00\",\"dateModified\":\"2017-10-24T14:37:53+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/#breadcrumb\"},\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/acaweb.ca\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Seven trends in sponsorship\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/acaweb.ca\/en\/#website\",\"url\":\"https:\/\/acaweb.ca\/en\/\",\"name\":\"Association of Canadian Advertisers\",\"description\":\"Just another Association of Canadian Advertisers site\",\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/acaweb.ca\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-CA\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\",\"name\":\"Association of Canadian Advertisers\",\"url\":\"https:\/\/acaweb.ca\/en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png\",\"contentUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png\",\"width\":682,\"height\":278,\"caption\":\"Association of Canadian Advertisers\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/ACA_tweets\",\"https:\/\/ca.linkedin.com\/company\/association-of-canadian-advertisers\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/f7817c23950338ef3ae1594b950a8b34\",\"name\":\"ACA Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6ec41aa20c8ca581a7102d623b8e4175?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6ec41aa20c8ca581a7102d623b8e4175?s=96&d=mm&r=g\",\"caption\":\"ACA Team\"},\"url\":\"https:\/\/acaweb.ca\/en\/author\/webadmin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Seven trends in sponsorship | Association of Canadian Advertisers","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/","og_locale":"en_US","og_type":"article","og_title":"Seven trends in sponsorship | Association of Canadian Advertisers","og_description":"By Doria Rahmani, \u00c9ditions infopresse The 4th RDV Commandite\u00a0(in French), the annual sponsorship conference organized by Infopresse took place recently in Montreal. During the event, David Pontbriand, partner at Substance Strat\u00e9gie, presented Focus on major issues, the results of an exclusive joint survey on current and emerging industry trends conducted among 21 sponsorship marketing experts","og_url":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/","og_site_name":"Association of Canadian Advertisers","article_published_time":"2013-10-29T13:32:47+00:00","article_modified_time":"2017-10-24T14:37:53+00:00","author":"ACA Team","twitter_card":"summary_large_image","twitter_creator":"@ACA_tweets","twitter_site":"@ACA_tweets","twitter_misc":{"Written by":"ACA Team","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/#article","isPartOf":{"@id":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/"},"author":{"name":"ACA Team","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/f7817c23950338ef3ae1594b950a8b34"},"headline":"Seven trends in sponsorship","datePublished":"2013-10-29T13:32:47+00:00","dateModified":"2017-10-24T14:37:53+00:00","mainEntityOfPage":{"@id":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/"},"wordCount":328,"commentCount":0,"publisher":{"@id":"https:\/\/acaweb.ca\/en\/#organization"},"keywords":["ACA","Ad industry","Advertising","Association of Canadian Advertisers","Infopresse","marketing","Sponsorship","Sponsorship marketing"],"articleSection":["Sponsorship"],"inLanguage":"en-CA","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/","url":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/","name":"Seven trends in sponsorship | Association of Canadian Advertisers","isPartOf":{"@id":"https:\/\/acaweb.ca\/en\/#website"},"datePublished":"2013-10-29T13:32:47+00:00","dateModified":"2017-10-24T14:37:53+00:00","breadcrumb":{"@id":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/#breadcrumb"},"inLanguage":"en-CA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/acaweb.ca\/en\/2013\/seven-trends-in-sponsorship\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/acaweb.ca\/en\/"},{"@type":"ListItem","position":2,"name":"Seven trends in sponsorship"}]},{"@type":"WebSite","@id":"https:\/\/acaweb.ca\/en\/#website","url":"https:\/\/acaweb.ca\/en\/","name":"Association of Canadian Advertisers","description":"Just another Association of Canadian Advertisers site","publisher":{"@id":"https:\/\/acaweb.ca\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/acaweb.ca\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-CA"},{"@type":"Organization","@id":"https:\/\/acaweb.ca\/en\/#organization","name":"Association of Canadian Advertisers","url":"https:\/\/acaweb.ca\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/","url":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png","contentUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png","width":682,"height":278,"caption":"Association of Canadian Advertisers"},"image":{"@id":"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/ACA_tweets","https:\/\/ca.linkedin.com\/company\/association-of-canadian-advertisers"]},{"@type":"Person","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/f7817c23950338ef3ae1594b950a8b34","name":"ACA Team","image":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6ec41aa20c8ca581a7102d623b8e4175?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6ec41aa20c8ca581a7102d623b8e4175?s=96&d=mm&r=g","caption":"ACA Team"},"url":"https:\/\/acaweb.ca\/en\/author\/webadmin\/"}]}},"_links":{"self":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts\/1232"}],"collection":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/comments?post=1232"}],"version-history":[{"count":0,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts\/1232\/revisions"}],"wp:attachment":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/media?parent=1232"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/categories?post=1232"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/tags?post=1232"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}