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SBD/26/Sponsorships Advertising Marketing
ATTENTION POTENTIAL SPONSORS: CURLING'S HOT UP NORTH
Published October 26, 1994
"New national sponsors, long-term increase" in TV coverage, "provincial control of rights' fees -- it all seems to add up to boom times for the elite curlers of Canada." The Canadian Curling Association (CCA) just recently signed a new 5-year rights deal with St. Clair Investment Inc. of Toronto. St. Clair is paying the CCA C$300,000 a year for exclusive marketing rights to six of Canada's seven major championships. St. Clair has spent C$1.5M for 150 hours of TV coverage on TSN and CBC. TV ad time "is a potential gold mine, especially if the NHL stays out of the picture, but the CCA won't see any of that until St. Clair's investment is covered and the CCA's percentage of net revenue goes over the C$300,000 mark." There is one sponsorship opening and that's for the junior championships, where Pepsi, a sponsor for 37 years, has pulled out. If no sponsor is found, the CCA will have to bankroll the C$150,000 event (David Banks, Vancouver PROVINCE, 10/26).