UNITE had a great time participating in SponsorshipX Whistler 2024, this past weekend. This unique three-day sponsorship and marketing conference integrated educational talks from leading industry experts with experiential learning via one of Whistler’s signature events: Crankworx.

Over the three days, our team engaged with leaders from across the industry: from top sponsors and brands, to content creators, agencies and researchers. Through each of the well curated activities, there was ample time to discuss, learn, and collaborate with presenters and fellow attendees. 

Here are some of our favourite highlights from SPX Whistler: 

1. It’s not just the quantity of interactions that matter, but the quality. This is a great reminder that sponsorship allows brands to engage their audience through a passion point, when people are excited and receptive to brand activity. This in turn allows for higher engagement. Sponsorship has been proven as one of the most effective marketing tools for driving engagement. According to Sponsor Pulse, Brands can expect to generate a +40% net increase in brand favorability, and a +36% net increase in purchase intent among those aware of their sponsorship.

2. Your biggest fan might not always be your most valuable customer. Driving conversion and sales is important, but our team knows sponsorships have a much greater power;  they create a deeper connection with avid fans of your brand or category. For example, a cocktail enthusiast who knows a lot about tequila will advocate for a Tequila brand they are educated about, even if their preferred libation is scotch.

3. Sponsorship has the power to open up opportunities for individuals and groups who have not always had an equal chance. Our team observed the Crankworx Red Bull JoyRide, which, for the first time ever, had a women’s division. It is because of sponsorships that these young athletes are able to train, compete, and qualify to compete in a sport which has historically been male dominated. Being able to create more opportunities for those who are underrepresented and underprivileged not only helps increase diversity, equity and inclusion for everyone involved, but it also provides individuals with a catalyst that opens more doors in future. This is a major motivator for UNITE; we want to give people and brands the chance to show their potential.

4. As we know, sponsorship is a powerful tool for creating a lasting legacy. Kristina Koprivica, VP of Corporate Marketing and Strategy at Kruger Products L.P., shared details about the Kruger Big Assist program, where they have partnered with minor hockey associations. Since 2021, the program has raised over $600,000 to support over 40 hockey communities across Canada. This is a strong example of a brand creating a partnership that will continue to positively influence the community for generations to come.

5. In sponsorship, like in sport, it’s essential to have courage when building a new partnership. Our team encourages not only each other, but also those we work with to demonstrate courage to share ideas, goals, and fears. Courage is critical as it elevates a person’s belief in themselves allowing them to pursue ideas with conviction. We heard from Andrew Greenlaw, VP Sponsorship, Community, and Brand at CIBC, who, despite many roadblocks at the time, believed in the 2010 Olympic Red Mitten campaign enough to bring this dream to life. To this day, many Canadians still proudly wear their mittens as a sign of Canadian unity.

As per our insights above, UNITE Partnerships believes in the power of partnership marketing and the collaboration between brands to enhance a brands legacy, improve customer experience, and propel business growth. To learn more about the sponsorship marketing sector in Canada, or sponsorship opportunities, contact us.