By Mark Harrison (MH3)

I have known Rachel MacAdam for many years, and she has always been an architect of unique collaborations. 

Recently, her team at SkipTheDishes partnered with Candy Funhouse and Toronto Maple Leaf Mitch Marner to create Mitch's Mix.

While Rachel is relatively new to the SkipTheDishes team, she has a massive portfolio of excellent partnerships ranging from Big Brother Canada to the Canadian Olympic Committee to Food Banks Canada. In addition to working with unique properties, Skip has a number of partnerships that range from Starbucks and McDonald's to Lego and restaurants from coast to coast. From an outsider's perspective, collaboration is essential to her marketing life.

The Skip x Candy Funhouse example is living proof as the latter's CMO, Dave Theo, is a former long-time colleague of Rachels' from their days together at Air Miles. There is a lesson: the person sitting alongside you today could become your marketing partner, client, or strategic ally.

With Skip's Big Brother Canada partnerships, houseguests can order whatever they like from across the Skip network throughout the season. Whether it's their favourite meals and snacks or go-to groceries and retail items, Skip will deliver directly to the exclusive Skip room in the #BBCAN house! And the best part: the last houseguest standing will win a year's worth of Skip.

Skip and Food Banks Canada have also been proud partners since 2020, with a joint mission to eliminate hunger and increase access to food for all Canadians. Over the years, they've donated over 4 million meals to Canadians in need, and last year, they hosted their fourth annual Winter Charity Campaign on Giving Tuesday.  Canadians were encouraged to add a Give Box to their cart on Skip Express Lane (at no cost to them), and Skip donated the value of the box on the customer's behalf, donating thousands of Give Boxes to food banks across Canada. To thank Canadians for their support, the first 500 Canadians to add a Give Box to their order also received a limited-edition reusable tote featuring the top-needed food items, designed by acclaimed artist and food insecurity advocate Briony Douglas. 

The Customer is at the heart of all the very different partnerships to which Rachel is a signatory. Rachel champions the Customer at every turn in their journey, understanding them, utilizing rich data and being the champion and voice to ensure that the brand experience exceeds their expectations. The work of her team always reflects that.

The customer focus also extends to restaurant partners as a critical part of Skip's sponsorship strategy. Each program offers restaurant partners more opportunities, rewards, and business opportunities. The Skip network can leverage partnerships at a live event, video content, or promotion to introduce their food to potential new customers and become a tasty new part of the fan's game day routine.

Our theme in 2024 for SponsorshipX Whistler is rooted in the evolving landscape of Brand Champions—individuals and entities that drive brand innovation, embody purpose, advocate for sustainability, and focus on financial success. "The Future of Brand Champions" offers a deep dive into these champions' transformative role in shaping brand identities and influencing consumer engagement.

At the heart of our conference, we will explore how Brand Champions are not just creating brands but are actively redefining them. Attendees will gain insights into successful strategies for nurturing Brand Champions who can authentically connect with diverse and discerning audiences. We will showcase inspiring case studies and the latest trends in champion-driven branding.

By Mark Harrison (MH3)

The other night at a party, one socializer asked another - What's your favourite sport?

The answer? "To play or to watch?" replied the respondent.

The hot off-the-press Jumpstart State of Play Report asks thousands of Canadian youth the questions we have been guessing at for years. What do kids like to play? What do you want to play? Why do you play? Why don't you play? What does sport mean to you?

Here are three takeaways for you:

Does your sports marketing partnership portfolio align with the data?

How nuanced is your portfolio when it comes to understanding specific cohorts of youth, especially regarding intersectionality?

When it comes to community support, are you solving problems or looking for the most significant media hit?

Number 1 - Portfolio Alignment

If I were selling sponsorships for an amateur sports association or a professional league, I would leverage these numbers to the maximum. We know that participation is the key to growing fandom, and some sports come out as clear winners in this report, and some have to be uncertain about their future. Regardless of what side of the ledger you fall on, the data provides an opportunity to act. If you are a brand owner, you should ask your sponsorship agency to do a simple mapping exercise to overlay your sports portfolio spending over the participation numbers shared in this report. Do they match, or are you investing in the wrong areas? Do a second mapping phase and look at the sports that youth want to try. Somewhere between the two, you have enough data points to help identify your short-, mid-, and long-term strategies. 

Number 2 - Nunaces and Intersectionality

The concept of intersectionality is a significant consideration in DEI today; this report is no exception. This report provides a fantastic slicing and dicing of age, gender, geography, race, place of play and ability along many dimensions. Who knew that Arab youth wanted to try football? I am not surprised that Black boys are highly confident in their skills but have never seen the data to validate it. I am concerned that Girls of Colour are more concerned about injuries than other cohorts. Amazing to me is the eagerness of almost every cohort to try martial arts and wonder if gaming, anime or some other external influence is contributing. The richness and robustness of this report should motivate every marketer to apply more differentiation and laser-like approaches to their sponsorships. The interests and motivations of all girls and all boys are different. If we believe our diversity as a nation is our superpower, put on your cape and jump into creating a blockbuster approach to youth sports founded on ensuring you include all groups in your cast. 

Number 3 - Community Matters

I have often said that Black kids don't need more basketball courts to progress in society. They need systemic fairness, equitable financial support, and opportunity. This report proves that. One of the biggest challenges for Black youth participating in sports is transportation. While other kids are getting rides to practices and games, Black youth are walking, taking public transit, and leveraging other unsupervised low-cost methods. What good does a refurbished court or a pitch do if someone cannot get there. Worse, when they do get there, can they afford to play? It is not surprising that participation in sports clubs that charge fees is much higher for White youth than non-white youth. If Black youth can get to the field and afford the payments, would it not be even greater if they had a coach that looked after them? Brands should stop trying to win awards by building courts in underestimated neighbourhoods or providing a special day at the pro area as their BIG community activation idea and start doing what matters. One-off activations do not build community or address the systemic issues that are only getting worse.

We should applaud Jumpstart for sharing the State of Play Report with all of us. They and their partners have done the foundational work by providing us with the facts and figures required to justify our work.

Now, the hard part is over to you. We should not let this become a report that sits idly on a shelf, which means that we are ignoring the youth of Canada. The respondents in this survey represent our future players, fans, and consumers. We need to do more than listen to them. We need to act; if we do, we will all win. 

This event is your ticket to discovering the transformative world of brand innovation and authenticity as we bring together industry leaders who are shaping the future of brand identity and consumer engagement.

Gain exclusive insights into the groundbreaking strategies these champions are using to redefine brands and create meaningful connections with diverse audiences. Explore inspiring case studies and learn how to elevate your brand by fostering Brand Champions who prioritize purpose, sustainability, and authentic engagement.

At SponsorshipX Whistler, we’ll equip you with the knowledge to amplify your brand's voice through dynamic partnerships and community-centric marketing. You'll learn how to leverage sponsorships for growth, while connecting with like-minded professionals dedicated to pushing the boundaries of traditional marketing.

Join us on this journey into the future of sponsorship and branding, where cultivating Brand Champions is the key to staying ahead in a rapidly shifting landscape. Secure your spot now and be part of a transformative conference that promises to chart a new course in the world of marketing and consumer connection!

Passes available at sponsorshipx.com/whistler2024

Her role is to Champion the customer experience across the organization, drive acquisition and engagement through a relevant and compelling brand story and personalized digital experiences, and enhance the value proposition through brand offers, partnerships, and sponsorships.

This landmark event marks the first fully open-to-fans conference since the pandemic, set against the backdrop of Paris—host to the world's greatest sporting spectacle and the number one tourist destination.

At this vibrant gathering, you'll gain unparalleled insights into the evolving landscape of sponsorships, from dissecting local versus global partnerships to uncovering the latest trends and tensions in the industry. Dive deep into leveraging the power of global properties for impactful marketing and social initiatives, and explore how technology-driven innovations are reshaping the future of sponsorships.

As the world converges in the City of Light, you'll witness the magic of international unity while engaging with thought leaders and industry experts. Don't miss your chance to be part of shaping the future of sponsorships amidst the thrill and excitement of the Games in Paris. Secure your spot today and embark on this extraordinary journey of discovery and inspiration!

Passes available at sponsorshipx.com/paris2024