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Sport Makes A Difference 2009
Stay one step ahead. Support local sport.
Each year, Sport Nova Scotia launches an advocacy campaign aimed to increase awareness about the importance of sport and how it can and does make a difference in the lives of Nova Scotians. This year, through our campaign we are celebrating the support businesses—big and small—give to sport.
The resources the business sector make available to sport every year are substantial. Canadian sport and recreation organizations receive 15 per cent of their revenue in the form of corporate sponsorships, donations and grants, according to a 2006 Imagine Canada study. This amounts to approximately $900 million for sport and recreation organizations every year in Canada. The report also tells us that more than half (55 per cent) of all sports and recreation organizations report annual revenues of less than $30,000. Clearly, this support is vital, and the sport opportunities that exist in our province today would not be possible without it.
Along with the dollar amount this is given to sport and recreation organizations, it is also important to note that support is not just directed to national events; provincial and community-based initiatives are actually the largest portion of sponsorship dollars. A 2008 study from the Institute of Sport Marketing tells us that, in 2007, 40.1 per cent and 19.5 per cent of sponsorship dollars are invested at the local or provincial levels respectively.
The size of the businesses supporting sport is not the only indicator of the broad support the business community provides, the type of support also shows a variety of creative ways business helps sport grow. Whether it is cash sponsorships, providing services for reduced or no cost, or providing opportunities for sport groups to raise money by bagging groceries or holding car washes, it is clear that the business sector believes in the value of sport, be it elite sport or grassroots programming.
They know that youth who participate in sport are healthier and better social skills thereby making it more likely that these youth will become positive contributors to our society and their community. Business leaders also realize that a healthy, vibrant community is a good community in which to work and live and therefore one that can help their own business grow and thrive.
Businesses who support sport are not just making donations or helping to raise funds, they are making investments in their businesses and in our youth and communities. So, this year, Sport Nova Scotia is wants to thank all of them—big and small—for all of the different ways that they help make sport happen, in every community across the province.
Did you know…..
- The sponsorship industry in Canada was approximatley $1.39 billion in 2008; an increase of 14 per cent from 2007. (Third Annual Canadian Sponsorship Landscape Study. Presented at the Canadian Sponsorship Forum, February 12-14 2009.)
- In 2008, cash investments continued to be the largest type of sponsorship 58.2 per cent; however this represented a 10 per cent decrease from the previous year. (Third Annual Canadian Sponsorship Landscape Study. Presented at the Canadian Sponsorship Forum, February 12-14 2009.)
- In-kind Product sponsorships increased to 21.3 per cent in 2008 compared to 16 per cent in 2007. (Third Annual Canadian Sponsorship Landscape Study. Presented at the Canadian Sponsorship Forum, February 12-14 2009.)
- In 2007, sport organizations accounted for 52.2 per cent of the sponsees receiving sponsorship dollars. In 2008, sport organizations account for 48.6 per cent of the sponsees. (Third Annual Canadian Sponsorship Landscape Study. Presented at the Canadian Sponsorship Forum, February 12-14 2009.)
- In 2007, the majority of sponsorships were invested in “”properties” with a local/municipal reach (40.1 per cent) followed by provincial reach (19.5 per cent). However, 2008, the majority of dollars were invested in “properties” with a national reach (26.8 per cent) followed by local/municipal properities at 21 per cent. (Third Annual Canadian Sponsorship Landscape Study. Presented at the Canadian Sponsorship Forum, February 12-14 2009.)
- Of the sport organizations that received support the top three sport organizations were National Sport Organizations (22.6 per cent), events (9.7 per cent) and teams (6.5 per cent). (2008 Canadian Sponsorship Landscape Study)
- Seventy per cent of the value of in-kind received by sponsees in 2007 was between 0 and $60,000. (2008 Canadian Sponsorship Landscape Study)
- Sport and recreation organizations that comprise 21 per cent of all nonprofit and voluntary organizations in Canada – greater than arts and culture, religion, health, education, social service, or any other subsector, making it the highest percentage of any volunteer-based sector. (Sport Matters Group, 2005;. Investing in Canada: Leveraging the Economic and Social Capital of Sport and Physical Activity. 2005 Pre-Budget Consultation Brief to the Standing Committee on Finance)
- In 2008, the most common leveraging tactic was hosting and hospitality while advertising was the most common tactic in 2007 and 2006. (Third Annual Canadian Sponsorship Landscape Study. Presented at the Canadian Sponsorship Forum, February 12-14 2009.)
- The sport and recreation sector has only 131,000 paid employees, or 6.4 per cent of all paid staff; this amounts to one paid staff for every 40 volunteer positions. (Sport Matters Group, 2005; Investing in Canada: Leveraging the Economic and Social Capital of Sport and Physical Activity. 2005 Pre-Budget Consultation Brief to the Standing Committee on Finance)
What Businesses can do
- Donate your expertise and services in-kind. Financial, IT, human resources, management expertise, design and printing expertise can improve a club or team’s capacity to better their results and program.
- Make a financial donation to a local team or club
- Offer discounts members of a club or team
- Sponsor the team’s uniform
- Donate proceeds from the purchases of various products to go to support selected sport programs.
- Allow a team to host an event at your restaurant or store
- Allow a team to bag groceries for money
- Allow a club to wash cars in your parking lot
- Allow a club or team to sell raffle tickets at your business
- Donate products such as water or popicles, to the team.
- Offer to do a t-shirt or hat toss at a local sporting event. The audience always loves to receive something during a game
- Encourage the local paper to write a story on the support the team or club is receiving from the local business
- How you can leverage your sponsorship
- Advertise in the local sport event program or newsletter to members
- Have the club or team post your business logo on their website
- Host an event at a sport event you are supporting such as an appreciation night for business partners or employees
- Organize product sampling at the sport event
- Co-promote with the sport organization or club
Testimonials
As the father of two young children involved in community sports, I get to see the benefits [of sport] first hand. The kids are physically fit, learn life skills such as teamwork and how to deal with success and failure, and make lasting friendships. As a business owner I am proud to be able to support community sport and all the benefits it provides. As an added bonus, we find that those whom we support in turn support us. A true win/win relationship!
Jeff Keeler, Franchise Owner, Boston Pizza
Who is helping sport in Nova Scotia
- 101.5 The Hawk
- 89.9 Hal/FX 101.9
- Aerobics First
- Aliant
- Atlantic Superstore
- Basis Audio Visual
- Ben Eoin Ski Hill
- Billabong
- Bishop’s Cellar
- Blue Nose Marathon
- Bluewave Energy
- Boston Pizza
- Boston Pizza
- Burton
- Cadbury
- Canadian Springs
- CBS Outdoor
- Clearwater
- Cleve’s Source for Sorts
- Coca-cola Atlantic
- Comfort Inn
- CSF Women in Snowboarding
- CTV
- D’Costa Marketing
- da Maurizio Dining Room
- Dairy Farmers of Canada
- Dakine
- Dalhousie Accommodations
- Dartmouth Natal Day Run
- DB Embroidery Solutions
- Doctors Nova Scotia
- Downeast Trophies
- E C Lips
- Embroid me
- Enterprise rent-a-car
- Farmers Dairy
- Fast Company Running Club
- First Choice Haircutters
- First Choice Sportswear
- Fist Fulla Fives
- Garrison Brewing
- Gibbs Construction
- Graphic Concepts Inc.
- Halifax Running Club
- Hamachi Steakhouse
- Hershey's Canada
- High Liner Foods Limited
- IKON Office Solutions
- IMP Group
- ING
- Kachan Physiotherapy
- Kwik Kopy
- Lapua – Hirsch Precision
- Lindsay McRory
- M&B Transmission
- M&M Meat Shop Halifax & Dartmouth
- MacLellan Moffatt Financial
- MacPass Miles
- Magic 94.9
- Manulife Financial
- Manulife One
- Margolians
- Maritime Campus Store
- Maritime Heart Centre
- Mark Stein, Priority 1 Property
- Martock Ski Hill
- MEE Sports
- Minuteman Press
- Norex
- Nova Scotia College of Chiropractors
- Nova Scotia Community College
- Nova Scotia Gaming Corporation
- Nova Scotia Health Promotion and Protection
- Nova Trophy
- Nova Trophy
- O’Regan’s Automotive
- Ollie Around
- Orthotics East
- Pictou County Glass
- Prince Edward Island Marathon
- Pro Girls
- Pro Skate
- Prodigy Sports
- Raylene Mackwood, Podiatrist
- RBC
- Royal Bank of Canada
- Royal Canadian Legion
- Running Room
- Sea Star Seafoods
- Stantec
- Subway Digby
- Super 8 Windsor
- TD Waterhouse
- The Binnacle
- The Chronicle Herald
- The Fitzgibbons Family
- The Retson family
- The Trail Shop
- The Yoga Loft
- Tim Hortons Valley Harvest Marathon
- Timex
- Topiary Garden Shop
- Von Zipper
- Wentworth Ski Hill
- West 49
- West Jet
- Wilson's Gas Stops
- wordwitch
Elements of the 2009 Sport Makes A Difference campaign
For more information about the Sport Makes A Difference Campaign, contact Carolyn Townsend, Director of Communications and Public Relations, Sport Nova Scotia at 425-5450 ext. 321 or ctownsend@sportnovascotia.ca
Archived SMAD campaigns coming soon.
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