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Transforming Curling Sponsorship: A Championship Vision for Increased Revenue and Exposure

Developed in 1992-93 and implemented in 1995, this initiative aimed to create a 'championship season' for curling, enhancing sponsorship appeal and broadcast marketing. By combining the properties of the CCA and WCF, major events like the Canadian Men's and Women's Championships and the World Curling Championship were leveraged, benefiting lesser-known events. This strategy resulted in predictable TV exposure and increased sponsor revenue. New measurement methods were introduced in Fall 2009, emphasizing the importance of commercial content in sponsorship deliverables, despite concerns over evolving media landscapes.

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Transforming Curling Sponsorship: A Championship Vision for Increased Revenue and Exposure

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  1. Developed in 1992/93 for implementation in 1995 • Designed to create a ‘championship season’ for curling, with the objective of building a more attractive sponsorship and broadcast marketing package • Combined the CCA and WCF properties • Leveraged the ‘major’ events (Canadian Mens and Womens Championships, WCC) to the benefit of less widely known events • Led to greatly increased, predictable TV exposure and increased sponsor revenue

  2. Fall 2009 – new measurement methodology – PPM introduced

  3. Title Sponsorships Viewership Revenue

  4. Title Sponsors

  5. Official Suppliers/Partners

  6. The 30 second commercial is a fundamental component of our sponsorship deliverables. • Combined with on-camera signage and category exclusivity, commercial inventory completes the ownership circle sponsors require. • Pundits would have us believe that all is lost to new media. That the PVR signals the end of long-suffering viewers being forced to watch commercials. • That’s what they said about radio following television’s introduction in the 50s … The King Is Dead?

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