EPISODE 29: BRANDED CONTENT
I've noticed a subtle shift in the execution of branded content. Brands are going for more authentic integration, letting the story take centre stage. That is what Scotiabank did with Hockey 24, the beautiful documentary that celebrates hockey at every level, and through a diverse range of voices.
I’m joined by Mike Tasevski, VP of Global Sponsorships at Scotiabank, and Hayes Steinberg, Co-Owner & Chief Creative Officer at The Mark - the agency that developed the film.
EPISODE 28: PURPOSE-DRIVEN PARTNERSHIPS
“10,000 Meals a Day – MLSE And Second Harvest Team Up To Feed Toronto” - that was the name of an amazing partnership spearheaded by MLSE in April. To get the backstory, I am joined by Lori Nikkel - CEO of Second Harvest, Mike Samardzic - Partner at XMC and Mike Bartlett - VP, Community Affairs at MLSE. We discuss the reason why this initiative is so important... the scale of the food waste issue... and how sponsorships can amplify CSR platforms.
EPISODE 27: DR. NORM O'REILLY
My guest is Dr. Norm O'Reilly - one of the leading scholars in the business of sports. He is currently Professor and Assistant Dean of Executive Programs in the College of Business & Economics at the University of Guelph. Among Norm’s accomplishments, he is co-author and lead researcher of the Canadian Sponsorship Landscape Study, now in its 14th edition. We discuss Norm's journey, the CSLS and the impact of COVID-19 on the sports and sponsorship industries.
EPISODE 26: EFFECTS OF THE COVID-19 PANDEMIC ON SPONSORSHIP AND SPORTS MARKETING
Gavin is joined by a panel of experts - Sarah Stovold of NextWave by IMI, Ian Malcolm of Lumency and Cary Kaplan of Cosmos Sports & Entertainment - to explore the short-term impact... what the new normal may look like... how brands and properties are helping... and whether there is room for optimism right now.
Chris is President & CEO of OverActive Media Group - one of the most dynamic global esports organizations in the world. He shares how he transitioned from insurance sales to sports marketing, what compelled him to leave the COC and join OMG, and the opportunities he sees in esports.
Ian is founder & CEO of Lumency, a leading sponsorship marketing agency with offices in Toronto, New York and Chicago. He shares insights into how XM differs in other parts of the world, Budweiser's hockey strategy in Canada and Toyota's Olympic marketing strategy.
Paul heads up sponsorship & philanthropy at Sun Life. We discuss how Paul helped shape a new sponsorship strategy at Sun Life and how it has evolved to integrate their CSR platform which focuses on Diabetes awareness.
Tanya leads sponsorship strategy for Rogers. She offers insights into Rogers Hometown Hockey property. How Rogers has expanded into music (Live Nation) and mass transit (Pearson Airport). And how the new Rogers brand platform - Make More Possible – gets integrated into their partnerships.
Jim is VP & Head of MediaCom Sport & Entertainment – the sponsorship division of MediaCom. He is one of the most respected sponsorship marketing execs in Canada and helped create the award-winning Kraft Hockeyville initiative. In this episode, he shares insights into that program as well as trends and advice.