Ipsos Reid and TrojanOne Announce the Most Valuable Properties in Canada

Heart and Stroke Foundation, Paralympic Teams, UNICEF Canada, NHL among the Properties Honoured

Tuesday, July 22, 2014, Toronto, ON – Sponsorships are a tactic in the arsenal of many savvy marketers. When the chemistry between a sponsor and property is right, it can truly boost a brand’s image and resonate with consumers. Ipsos Reid, Canada’s market intelligence leader and part of global market research firm Ipsos, and TrojanOne, an entrepreneurial marketing agency, partnered to determine the properties that bring the most value to their sponsors – from the consumers’ perspective.

The results were from the latest wave of the Canada’s Most Valuable Property (MVP) Study. It establishes a “Value Metric” to measure the degree of emotional connection each property can create between consumers and its sponsors and directly link that to positive business outcomes. The study also identifies the seven drivers of this connection.

Drawing on qualitative input from industry experts and a nationwide survey of over 1000 Canadians, the performance of 100 Canadian properties was measured across a number of sectors, including sports, arts, causes, festivals/events and entertainment. Based on these results, nine MVP’s were announced at the Canadian Sponsorship Forum in Ottawa on July 11, 2014.

“We began this study in 2012, after both properties and sponsors repeatedly expressed their desire to add a validated emotional element to the measurement and evaluation of their programs,” says Jordan Levitin, Senior Vice President with Ipsos Reid. “Specifically, they wanted to focus on the shared equity halo or ‘the love’ that a sponsorship can create with consumers, and develop an understanding of what drives this. After all, this is the connection that ultimately influences, and activates, consumer behaviour.”

The Most Valuable Properties in Each Category are:

Health Causes and Overall MVP: Heart and Stroke Foundation
Social Causes: Salvation Army
Environmental Causes: World Wildlife Fund
Youth Causes: UNICEF Canada
Professional Sports: NHL
Amateur Sports: Canadian Paralympic Teams
Arts: Major Museums and Art Galleries
Entertainment: Hockey Night in Canada
Events: Summer Cultural Festivals
The study also identified Canada’s most respected Sponsor: Tim Horton’s.

“Sponsorships are an integral component of a marketing strategy because they tap directly into consumers’ passions and can make a lasting impression,” says Norm O’ Reilly, Senior Advisor with TrojanOne. “This study is invaluable in helping businesses plan, activate and evaluate these sponsorship activities, thereby increasing effectiveness, and ultimately, providing positive business and marketing outcomes.”

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