1: Getting Started. 2: What does your property have to offer? 3: What are your sponsors looking for?

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2 Today 1: Getting Started Introduction Sponsorship Landscape 2: What does your property have to offer? Most Valuable Property Case Studies x 3 Activity A - Property 3: What are your sponsors looking for? What Sponsors Want Case Studies x 3 Activity B - Sponsor

3 1: Getting Started Introduction

4 We are The T1 Agency. We call ourselves an integrated-experience agency.

5 T1 Consulting is a team of experts specializing in research, strategy, and sponsorship. We use tools, data, research and future-forward smarts to uncover your next move.

6 We believe that we have a responsibility to be thought leaders in the sponsorship industry.

7 Canada s M.V.P MOST VALUABLE PROPERTY

8 1: Getting Started Sponsorship Landscape

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10 METHOD Origins Industry Need, Share Process Online, Partners, Streamline Design Perspective, Industry Analysis Trends, Comparative 3,834 Respondents 2006 to 2017 Sponsors Properties Agencies Spend Revenue Billing 10

11 CSLS RESPONDENTS (STUDY YEAR) Properties Agencies Sponsors Respondents (#)

12 INDUSTRY SIZE $65.8B $24.2B $1.94B GLOBAL* 4.9% NORTH AMERICA* 4.5% CANADA** 1.0% *ESP; USD **CSLS; CAD 12

13 INDUSTRY SIZE $3.00 Historical Canadian Sponsorship Industry Size: Total $2.98 $2.50 $2.00 Amount ($B) $1.59 $1.59 $1.94 $1.00 $1.11 $0.91 $1.04 $0.48 $

14 SPONSORSHIP INVESTMENT 50% 40% Pro Sport 39.5% Investment (%) 30% 20% Amateur Sport 25.5% 10% Cause Festivals 8.6% 8.3% Arts 6.2% 0%

15 SPORT $1,200 $495 $1,000 $317 $344 $404 Amount ($ Millions) $800 $600 $400 $200 $300 $300 $301 $301 $338 $338 $322 $405 $231 $339 $298 $307 $349 $427 $295 $361 $659 $751 $715 $766 $ Pro Sport Amateur Sport 15

16 GEOGRAPHIC FOCUS 19.2% International 27.0% National 9.3% Multi-Provincial 8.9% Provincial 16.2% Regional 19.4% Local 16

17 CASH VS. VALUE-IN-KIND REVENUE 100% 30.0% 39.0% 33.0% 34.8% 32.3% 33.6% 30.8% 23.6% 22.1% 24.2% 23.3% 20.9% Total: 83% $4.3M / $2.4M Property Revenue (%) 67% 50% 33% 70.0% 61.0% 67.0% 65.2% 67.7% 66.4% 69.2% 76.4% 77.9% 75.8% 76.7% 79.1% Largest: $911K / $670K Staff: 4.2 / % 0% Cash VIK 17

18 SPONSOR ACTIVATION RATIO 1.00 Activation to Rights Fee Activation to Rights

19 SPONSOR EVALUATION 10% Sponsorship Rights Fee (%) 8% 6% 4% 2% 7.8% 4.5% 6.0% 4.1% 2.6% 2.3% 2.3% 3.0% 3.3% 5.5% 3.7% 0% % 19

20 ROI SATISFACTION 75% 71.4% Property on Sponsor 62.5% Sponsor Respondents (%) 50% 25% 14.2% 14.2% 12.5% 18.5% 6.5% 0.0% 0.0% 0% Very Dissatisfied Somewhat Dissatisfied Neither Satisfied Somewhat Satisfied Very Satisfied Nor Dissatisfied 20

21 SPONSORSHIP DISSERVICE Recall stats Importance Loyalty stats Provided Info/results on purchase Ambush protection Activation w/ sponsors Activation resources Activation w/ properties Concluding report Info/results on objectives Likert Scale 21

22 VALUABLE BENEFITS TO SPONSORS 5 4 Respondents (%) Digital ads Broadcast ads Exclusivity Propietary area Rights protection Hospitality/tickets Spokesperson Database 22

23 PROPERTY ACTIVATION REINVESTMENT SPEND 12.0% 11.9% Activation Reinvestment of Rights Fee (%) 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 0.3% 5.9% 3.4% 1.0% Property Reinvestment 23

24 2: What does your property have to offer? Most Valuable Property

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26 Sampled 2,500 Canadian adults. Evaluated 100 Canadian properties. Respondents each evaluated 10 properties and told us what they valued by associating 46 attributes with each property.

27 Determining the Properties Hundreds of sponsorship properties were initially identified. The following criteria was used to trim the list to 100: 1. Are regularly occurring or ongoing, rather than one-off events 2. Are Canadian, or perceived by most to be Canadian 3. Can take the form of a rights holder, a specific property, or both 4. Are not owned by a specific sponsor 5. Do not constitute a facility or venue, but rather the properties that use these venues 6. Are not individuals (e.g., star athletes or entertainment celebrities) 7. May be grouped as collectives if they are local (e.g., your local museum)

28 Professional Sports Arts Amateur Sports Entertainment Events Health Causes Youth Causes Social Causes

29 Identified elements of the desired value connection. Determined the factors most likely to relate, making the connection between sponsors and consumers or citizens.

30 7 EMOTIONAL DRIVERS OF VALUE 1 Personal Involvement 2 Creating the Moment 3Impact on Cause 4Sponsor Fit Heritage Uniqueness Responsible

31 Why? Top sport properties are: Creating a sense of personal involvement and memorable moments are the strongest drivers of value Amateur sports organizations succeed for a variety of reasons - heritage, impact on cause and sponsor fit; they are also national Men find amateur sports more valuable than women

32 2: What does your property have to offer? Case Studies

33 British Gas & British Swimming Pools 4 Schools

34 SEPHORA & esports GIRLGAMER

35 Telenor & Aksel Lund Svindal Gold SIM

36 2: What does your property have to offer? Activity

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38 3: What are your sponsors looking for? What Sponsors Want

39 What Sponsors Want

40 NO GOLD-SLIVER-BRONZE! Ever written a Gold-Silver-Bronze Sponsorship Deck?

41 NO GOLD-SLIVER-BRONZE! Does ROI really increase for every extra banner?

42 1 Borrow Equity 2Tell Stories 3Engage Stakeholders 4See Proof 5Get Promoted

43 1 Borrow Equity

44 Borrowing Equity Sponsorship provides meaning Sponsorship is a test of equity Sponsorship helps validate brand claims Sponsorship articulates commitment

45 What is the equity in your property?

46 You have more equity than you realize. Look beyond the size of your event. Look at its impact. Look at its authenticity. Turn to your property s strategic voice.

47 2 Tell Stories

48 Telling Stories Brands are in business of storytelling Sponsor s challenges are use to write their story Properties are platforms not a media vehicle

49 To develop the story, understand the PAIN your partner is experiencing.

50 Begin first by asking about their business, not by presenting your property.

51 3Engage Stakeholders

52 Engaging Stakeholders Events are declarations Corporate partners want activation Sponsors want to cut through the clutter

53 Why should you care? Activation is engagement. It increases purchase intent by 457%.

54 Corporate partners want to activate. TRADE EVENT HOSTING NATIONAL INCENTIVE PROGRAM GRASSROOTS SALES SELL PROPERTY ENERGIZE EDUCATE INCENTIVE PROGRAM INTERNAL SELL-IN EVENT PARTICIPATION PRESENCE MARKETING SPONSORSHIPS MOBILE CONSUMER COURT ENGAGE REWARD Property MEDIA TV PROGRAM EVENT PROMOTION TRIBUTE AD PR BRAND STORIES MEDIA CHALLENGES INDUSTRY PUBLICATIONS RETAIL IN-STORE PROMOTIONS THEME DISPLAYS ON-PACK PROMOS DIGITAL SOCIAL MEDIA COMMUNICATIONS LONG-FORM CONTENT LIVE-STREAMING

55 4See Proof

56 Seeing Proof Evaluation provides direction and justification Consider both performance and impact metrics Align all internal and external stakeholders on your measurement plan

57 Why should you care? Only 3.7% of sponsorship budgets are spent on evaluation. And yet, demonstrating ROI is a top concern for sponsors.

58 Assign roles to, and work with, each stakeholder to execute the evaluation plan. Data Tracking and Collecting Data Synthesis and Reporting Process Management

59 Get 5Promoted

60 Getting promoted Their success equals your success Help your sponsor do their job better Develop planning tools to build your credibility

61 Why should you care? Sponsors are more than just brands with marketing budgets. They re people too.

62 Create a vision of working together. Help them write their internal recommendation. Provide the support, reports, and plans to keep your partner and their team confident in the Elevate your role from selling yourself to providing solutions. final result.

63 1 Borrow Equity 2Tell Stories 3Engage Stakeholders 4See Proof 5Get Promoted

64 3: What are your sponsors looking for? Case Studies

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68 3: What are your sponsors looking for? Activity

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70 Thank you. Elisa Beselt, Director, Consulting Office: Mobile: