1

MOST VALUABLE PROPERTY

Canada’s

M.V.P.

20

15

2

100 Properties100 Sponsors

1,000 Canadians

17 Teen properties

100 Teens

Gender & Age AnalysisTHE 2015 MVP STUDY

3

1. Regularly occurring

2. Canadian

3. Representative of all segments

4. Create Collectives

Excluded: ‘One-off’s, Facilities / Venues, Individuals, “owned”

CRITERIA For choosing Properties

4

EVENTS

ARTS

ENTERTAINMENT

HEALTH CAUSES

YOUTH CAUSES

AMATEUR SPORTS

PROFESSIONAL SPORTS

SOCIAL CAUSES

5

Consumer

Feel closer to Sponsor

Leverage impact of my own involvement

Want others to know I’m connected

More likely to buy product/service because of Sponsorship

Value

6

7 Drivers of Value

80

Personal Involvement

77

Creating the Mom

ent

71

Impact on Cause

63

ResponsibleSp

onso

r Fit

63

Uniquenes

s

46

Herit

age

58

7

Personal InvolvementTouches me personally

Change Behaviour

Make my life better

Creating the MomentAdds enjoyment to life

Share with others

Understand those around you

Impact on CauseLeverages my involvement

Makes world/community a better place

Sets an example for others

Responsible Management

Admin costs

Too Commercial

Respected Spokesperson

Sponsor Fit

Champions of the cause

Long term relationship

Makes it happen / accessible

Heritage

Enduring: Now & Future

Iconic: Being Canadian

National in scope

UniquenessOnly organization doing this

7 Drivers of Value

8

MVP by Category

9

VALUE INDEX

17

244

10

13 Professional Sports Properties

Favourite Canadian National Hockey League

Grey Cup

National Hockey League

Favourite Canadian Hockey League

Your Favourite Canadian Major League Soccer

Favourite Canadian Football League

Toronto Blue Jays

Rogers Cup

Canadian Football League

Canadian Open

National Hockey League Players Association

Ultimate Fighting Championship

Toronto Raptors

11

ckey

43

1 (tie)

Index: 96.3 Index: 103 Index: 80.3

Your Favourite NHL Team

Your Favourite CFL Team

2015 Professional Sports MVPs

12

23 Amateur Sports Properties

Canadian Olympic Team RBC Sports Day in Canada

Hockey Canada

Canada Games

Canadian Paralympic Team

International Ice Hockey Federation Junior

Major Road Race

Provincial Summer/Winter Games

International Ice Hockey Federation Women

Major Marathon/Triathlon in the Nearest City

Major Road Cycling Event/Tour in the Nearest City

Tournament of HeartsCanadian Figure Skating Championships

Memorial Cup

Ironman Canada

Major Dragon Boat Event in the Nearest City

Canadian Major Auto Race

University Varsity Sports Teams

Canadian National Soccer Teams

Red Bull Crashed Ice

Canadian National Downhill Ski Team

The Brier

Vanier Cup

13

32

1

Index: 119.2 Index: 156.5 Index: 109.7

2015 Amateur Sports MVPs

14

10 Arts Properties Major Museum/Art Gallery in Nearest City

Major Performance Arts or Theatre Program in Nearest City

National Arts Centre

Art Gallery of Ontario

Canadian Museum of Civilization Cirque du Soleil

Royal Ontario Museum

Major Science Centre in Nearest City

Hockey Hall of Fame

Stratford Shakespeare Festival

15

32

1

Index: 100.3 Index: 101.7 Index: 81.6

National Arts Centre

Major Museum / Art Gallery

Major Performance Arts or Theatre Program

2015 Arts MVPs

16

12 Events Properties

Winter Cultural Festivals

Summer Cultural Festivals

Toronto International Film Festival

Just For Laughs

Music/Jazz Festivals in Nearest Major City

Calgary Stampede

Québec Winter Carnival

Arts Festival in Nearest Major City

Lesbian, Gay, Bisexual, Transgender and Queer Events

Film Festivals in Nearest Major City

Toronto Fashion Week

Nuit Blanche

17

32

1

Index: 105.4 Index: 125.7 Index: 89.6

Summer Cultural Festivals

2015 Event MVPs

Winter Cultural Festivals

18

7 Entertainment Properties

Nearest Theme Park/Entertainment Attraction

Hockey Day in Canada

Hockey Night in Canada

Canadian National Exhibition

Juno Awards

Canadas Got Talent

Much Music Video Awards

19

32

1

Index: 82.9 Index: 89.6 Index: 72.2

2015 Entertainment MVPs

Nearest Theme Park/Attraction

20

10 Social Properties

World Vision Canada

Mothers Against Drunk Driving

Salvation Army

Earth Hour

Ducks Unlimited

United Way of Canada

Plan International Canada

World Wildlife Fund

Special Olympics Canada

YMCA Canada

21

32

1

Index: 181.9 Index: 194 Index: 165.9

2015 Social MVPs

22

7 Youth Properties

United Nations Childrens Fund Canada-Wide Science Fair

Right to Play Canada

Big Brothers Big Sisters of Canada

Boys and Girls Clubs of Canada

Kids Help Phone

We Day

23

32

1

Index: 160.5 Index: 185.9 Index: 141.8

2015 Youth MVPs

24

18 Health Properties

Canadian Cancer Society

Relay for Life

Local Childrens Hospital

Weekend to End Womens Cancers

Canadian Breast Cancer Foundation

Run for the Cure

Canadian Red Cross

Heart and Stroke Foundation of Canada

Ride to Conquer Cancer

Local Hospital Foundation

Canadian Blood Services

Canadian Diabetes Association

Walk to Cure Diabetes MS Walk

Multiple Sclerosis Society of Canada

Juvenile Diabetes Research Foundation

Aids Walk for Life

Movember Canada

25

Top 3 Past MVPs:2012 2014

1

2

3

26

32

1

Index: 239.4 Index: 243.5 Index: 226.1

2015 Health MVPs

27

2015 Health MVPs– By Demographic Groups

ckey

18-39 40-54 55+

1

2

3

Canadian Cancer Society

Canadian Diabetes

Association

Local Hospital

Foundation

Canadian Breast Cancer

Foundation

Canadian Red Cross

Canadian Breast Cancer

Foundation

Relay for Life

Local Hospital Foundation

Canadian Cancer Society

Canadian Cancer Society

Canadian Red Cross

Relay for Life

Weekend to End Womens Cancers

Heart and Stroke Foundation of

Canada

Canadian Breast Cancer

Foundation

28

Canada’s Most Respected Sponsor

29

100 Sponsors

30

CRITERIA

1. National brands2. Represent different sectors3. Most active 4. Included primary brands

31

Key Measures

Company involved in Sponsorship

I feel connected to company

Will do business with because of sponsorship

Respect Sponsor

32

Canada’s Most Respected Sponsors

2

Base: All Respondents (n=1000)

1

3

33

MVP Among Teens

34

Connected

Selective

Fluid

35

17 Teen Properties

Local High School Sport Organization

Kids Help Phone

Much Music Video Awards

Nearest Theme Park/Entertainment Attraction

We Day (Free the Children, Me to We)KidSport

Canada Games

Provincial Summer/Winter Games

Major Science Centre in Nearest City Canada-Wide Science Fair

Major Museum/Gallery in Nearest City

Music Festival in Nearest Major City

Boys and Girls Clubs of Canada

National Youth Arts Week

Red Bull Crashed Ice Do Something Canada

National Youth Orchestra

36

Relevant to your life

Makes you feel closer to sponsor

You want people to know you are connected

More likely to buy sponsor’s products/services

Teen Value Measures

37

32

1

Index: 144.4 Index: 176.4 Index: 138.9

2015 Teen MVPs

Local High School Sport Organization

Much Music Video Awards

38

Jordan.Levitin@ipsos.com norm.oreilly@trojanone.com(416) 572-4455 ( ) -

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