IIIIt’ss time

Happy Friday,

How was your week? 

Mine was smooth, still winding down from the excitement of Google Marketing Live Montreal Edition.

Do you like sports? Like a lot? Are you Canadian? Ready for Game 6 tonight, then, eh? Only one team has ever achieved what the Oilers are rallying to do. 

Having worked 10 years for Molson, sports sponsorship was a significant driver (read THE) for brand building, and I learned the hard way never (ever) to tie it to performance. The big idea was to give away a case of 24s to Quebec households if my Habs won the cup. Gainey's only question after showing him the entire campaign was, what if we lose? (if you have to ask, they barely made the playoffs even standing first in the league at Christmas) (yikes) (and yes, everything was produced and ready to go).

Brand sponsorship can create a positive association between popular sports teams, athletes and events for brands. It certainly helps :

- Improve their brand's reputation

- Build a community relationship

- Expand their market reach

- And translating into more $ for both

When you think athlete endorsements generate an average 4% increase in sales, imagine when it's playoff time. No wonder big brands go for it.

- Mumba 24

- Air Jordan

- Hey Jude

- Awaken your madness

- You got this

Even teams can have a little fun, like with this one (still stings btw).

 IIIIt’ss time!!! For games 6 AND 7! 

I'm off to London to see my original uno, who's #38 in line for tonight's concert at Wembley!

See you next week