Elevent National Sponsorship Survey - Winter 2020 - Shopify
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Elevent National Sponsorship Survey Winter 2020
W20: Elevent National Sponsorship Survey Winter 2020 W20 is a national study providing a unique window into how Canadians really feel about sponsorship and how they react to it. It was conducted by Elevent with 1,668 Canadians aged 16 and older. It focuses on topics linked to sponsorship and corporate social responsibility. At its roots, the goal of this project was to collect data that would be useful for our work, but we have since decided to make it available to the rest of the players of the sponsorship industry. The base idea was to draw up a portrait of the state of sponsorship from the user’s perspective to know what Canadians think of sponsorship in general and how they perceive the impact of sponsors on major cultural and sporting events. In order to link brands and properties, we measured public opinion of both and took into account the attendance of major properties. On another front, we were also curious to assess the state of corporate social responsibility. Are Canadians familiar with the concept? To what degree does this notion impact consumers in their day-to-day behaviour? What expectations do they have of businesses? Which companies stand out, for reasons good and bad? Enjoy the read! Daniel Juillet Partner, Vice-President, Research
BRANDS In the following pages, readers will see that, in general, the most visible sponsors are not necessarily the most popular ones and that, in some cases, the opposite is actually true. We also observed a correlation between festival attendance and the positive opinion of sponsors. Moreover, the presence of a sponsor at an event tends to improve how all festival-goers and sports fans feel about the brand. SPONSORSHIP The reader will also note that Canadians acknowledge that the presence of sponsors is not only essential for the funding of events and festivals, but that their presence also improves the experience for both festival-goer and sports fans. CORPORATE SOCIAL RESPONSIBILITY Results show that the majority of Canadians consider themselves to be familiar with the concept of corporate social responsibility and claim that this notion impacts their behaviour as consumers. We also observed regional differences in terms of priorities regarding corporate social responsibility.
Brands can dramatically improve how attendees view them by associating with events.
Canadians acknowledge that the presence of sponsors positively impacts their event experience.
Corporate social responsibility impacts Canadians’ behaviour as consumers.
Brands and properties 8
16
Sponsorship favourability
23
Brand opinion amongst festival-goers
30
Corporate social responsibility
41
Methodological approach
BRANDS AND PROPERTIES
THIS SECTION IS ABOUT
SPONTANEOUS NOTORIETY
AND SPONSOR APPRECIATION
AS WELL AS THE ATTENDANCE
AND APPRECIATION OF MAJOR
CANADIAN PROPERTIES
SPONTANEOUS NOTORIETY OF
MAJOR CANADIAN SPONSORS
Bell 18%
Rogers 15%
Scotia Bank 14%
RBC 14%
TD Canada Trust 13%
Tim Hortons 12%
Molson 9%
BMO 9%
TELUS 7%
CIBC 7%
Canadian Tire 6%
Coca-Cola 6%
Budweiser 5%
When you think of companies that sponsor major festivals and/or sporting events in Canada, which
ones come to mind?
9
POSITIVE OPINION OF MAJOR
CANADIAN SPONSORS (TOP 10)
OPINION OF BRAND (7 OUT OF 10 AND HIGHER)
Canadian Tire 68%
Tim Hortons 62%
Dove 62%
Honda 58%
CBC 57%
VIA Rail 55%
RBC 51%
TD Canada Trust 51%
Coca-Cola 50%
Pepsi 50%
In general, what is your opinion of the following companies?
10POSITIVE OPINION OF MAJOR
CANADIAN SPONSORS (BOTTOM 10)
OPINION OF BRAND (7 OUT OF 10 AND HIGHER)
TELUS 42%
Desjardins 42%
Coors Light 40%
Bud Light 39%
Rogers 39%
National Bank 38%
Bell 38%
Loto-Québec 37%
Ontario Lottery and
34%
Gaming
Monster 24%
In general, what is your opinion of the following companies?
11ATTENDANCE OF MAJOR
CANADIAN FESTIVALS AND EVENTS (TOP 10)
Canadian National
22% 12% 34%
Exhibition
Just for Laughs
20% 7% 27%
Montreal / Toronto
Festival International de
15% 7% 22%
Jazz de Montréal
Calgary Stampede 15% 4% 20%
Festival d'été de Québec 11% 6% 17%
Rogers Cup
12% 5% 16%
Montreal / Toronto
Canadian F1 Grand Prix 12% 4% 16%
Toronto International Film
11% 5% 16%
Festival
Nuit Blanche Toronto 9% 6% 15%
Pride Toronto 9% 6% 15%
More than two years ago In the last two years
Have you ever attended the following festivals and events?
12POSITIVE OPINION OF MAJOR
CANADIAN FESTIVALS AND EVENTS (TOP 10)
AMONGST THOSE WHO WERE FAMILIAR WITH THE EVENT
OPINION OF EVENTS (7 OUT OF 10 AND HIGHER)
Toronto International Film
Festival
71%
Festival d 'été de Québec 66%
Just for Laughs
Montreal / Toronto
64%
Memorial Cup 64%
Canadian National
Exhibition
63%
Festival International de
Jazz de Montréal
61%
Vancouver International
Film Festival
60%
Montréal en Lumière 59%
Rogers Cup
Montreal / Toronto
59%
Toronto Jazz Festival 58%
In general, what is your opinion of the following festivals and events?
13FAN BASE OF CANADIAN SPORTS TEAMS (TOP 12)
Toronto Blue Jays 25% 29% 54%
Toronto Raptors 21% 27% 48%
Toronto Maple Leafs 27% 20% 48%
Montréal Canadiens 26% 20% 46%
Vancouver Canucks 24% 11% 35%
Winnipeg Jets 22% 12% 33%
Ottawa Senators 24% 9% 33%
Edmonton Oilers 22% 9% 31%
Calgary Flames 23% 7% 30%
Montréal Alouettes 18% 10% 28%
Toronto Argonauts 17% 9% 26%
Toronto FC 13% 11% 24%
Fans Diehard fans
What best describes your relationship with the following sports teams?
14SPONSORS THAT ARE
SPONTANEOUSLY NAMED BY
CANADIANS ARE NOT NECESSARILY
THE MOST POPULAR ONES, THE
OPPOSITE BEING TRUE IN SOME
OCCASIONS.
15SPONSORSHIP
FAVOURABILITY
CANADIANS’ POINT OF VIEW ON
THE ROLE AND PRESENCE OF
SPONSORS IN CULTURAL AND
SPORTING EVENTSSPONSORSHIP FAVOURABILITY
(% AGREE)
SPONSORS MAKE A POSITIVE
CONTRIBUTION TO THE EXPERIENCE
OF EVENT ATTENDEES
72%
In general, to what extent do you agree or disagree with the following statements regarding the
presence of sponsors at festivals and sporting events?
17SPONSORSHIP FAVOURABILITY
(% AGREE)
SPONSORS ARE ESSENTIAL TO
SECURING FUNDING FOR FESTIVALS
85%
In general, to what extent do you agree or disagree with the following statements regarding the
presence of sponsors at festivals and sporting events?
18SPONSORSHIP FAVOURABILITY
(% AGREE)
THERE ARE GENERALLY TOO MANY
SPONSORS AT BOTH FESTIVALS
AND SPORTING EVENTS
24%
In general, to what extent do you agree or disagree with the following statements regarding the
presence of sponsors at festivals and sporting events?
19SPONSORSHIP FAVOURABILITY
(% AGREE)
COMPANIES IMPROVE THEIR IMAGE
WHEN THEY PARTNER WITH
FESTIVALS OR SPORTING EVENTS
75%
In general, to what extent do you agree or disagree with the following statements regarding the
presence of sponsors at festivals and sporting events?
20SPONSORSHIP FAVOURABILITY
(% AGREE)
IT'S PARTLY THANKS TO SPONSORS
THAT MAJOR FESTIVALS CAN
PRESENT FREE PROGRAMMING
78%
In general, to what extent do you agree or disagree with the following statements regarding the
presence of sponsors at festivals and sporting events?
21THE VAST MAJORITY OF CANADIANS
APPROVE OF SPONSORSHIP AND DO NOT
PERCEIVE A SATURATION IN THE NUMBERS
OF PARTNERS AT THE EVENTS THEY
ATTEND. THEY ACKNOWLEDGE THE
CONTRIBUTION OF SPONSORS TO
FESTIVALS AND SPORTING EVENTS,
BOTH THROUGH THEIR FINANCING
OF THE EVENT AND THE IMPROVEMENT
OF THE EXPERIENCE FOR ATTENDEES.
SPONSORSHIP IS VERY SIMILARLY
PERCEIVED BY FESTIVAL-GOERS AND
SPORTING FANS.
22BRAND OPINION
AMONGST FESTIVAL-GOERS
THE FOLLOWING RESULTS DEMONSTRATE
THE DIFFERENCE OF OPINION OF
THE GENERAL PUBLIC VS. FESTIVAL-GOERS
IN THE CONTEXT OF A SAMPLE OF
EXAMPLES THAT WE MEASURED.
IN CONCRETE TERMS, A GAIN, AS MEASURED
IN THE EXAMPLE OF THE PARTNERSHIP BETWEEN
VELD MUSIC FESTIVAL AND MONSTER ENERGY, MEANS
THAT FESTIVAL-GOERS HAVE A FAVOURABLE OPINION
53 PERCENTAGE POINTS SUPERIOR TO THAT
OF THE GENERAL PUBLIC.IMPACT OF SPONSORSHIP EXPOSURE
ON BRAND OPINION
(GAIN IN PERCENTAGE POINTS BETWEEN EVENT ATTENDEES AND GENERAL PUBLIC)
+53
+50
+49
+44
+41
+41
+40
+39
+35
+34
Have you ever attended the following festivals and events? (In the last two years)
In general, what is your opinion of the following festivals and events? (7 out of 10 and higher)
24IMPACT OF SPONSORSHIP EXPOSURE
ON BRAND OPINION
(GAIN IN PERCENTAGE POINTS BETWEEN EVENT ATTENDEES AND GENERAL PUBLIC)
+34
+33
+31
+30
+29
+27
+27
+26
+25
+25
Have you ever attended the following festivals and events? (In the last two years)
In general, what is your opinion of the following festivals and events? (7 out of 10 and higher)
25IMPACT OF SPONSORSHIP EXPOSURE
ON BRAND OPINION
(PERCENTAGE POINTS GAIN BETWEEN EVENT ATTENDEES AND GENERAL PUBLIC)
+24
+23
+23
+22
+22
+20
+20
+19
+18
+18
Have you ever attended the following festivals and events? (In the last two years)
In general, what is your opinion of the following festivals and events? (7 out of 10 and higher)
26BOOST IN BRAND OPINION OF EVENT ATTENDEES
VS. BRAND OPINION OF GENERAL PUBLIC
40
A TREND WORTH NOTING:
% Boost between event attendees
COMPANIES WITH A LOWER AVERAGE
30
BRAND OPINION BENEFIT FROM A
BIGGER BOOST IN OPINION FROM
and general public
EVENT ATTENDEES BY PARTNERING UP
WITH FESTIVALS AND EVENTS.
20
THAT SAID, ALL SPONSORS
SEE A POSITIVE IMPACT,
EVEN THOSE WHO ALREADY ENJOY
A HIGH AVERAGE BRAND OPINION.
10
0
- Average brand opinion +
27AVERAGE BRAND OPINION OF EVENT ATTENDEES
WAS 16 PERCENTAGE POINTS HIGHER THAN THE
AVERAGE BRAND OPINON OF THE GENERAL PUBLIC.
THIS WAS OBSERVED ACROSS ALL 34 EVENTS
AND 24 BRANDS MEASURED, REGARDLESS
OF THE ASSOCIATION BETWEEN THE
BRAND AND THE EVENT.
+16
28EVENT ATTENDEES HAVE A SIGNIFICANTLY
BETTER OPINION OF MAJOR CANADIAN
SPONSORS IN GENERAL. THIS
DEMONSTRATES THAT SPONSORSHIP OF
FESTIVALS AND SPORTING EVENTS HAVE A
TANGIBLE IMPACT ON BRAND OPINION.
29CORPORATE SOCIAL
RESPONSIBILITY
A SOCIALLY RESPONSIBLE COMPANY IS ONE
THAT HAS THE RESPECT OF ITS CUSTOMERS,
EMPLOYEES AND SUPPLIERS AT HEART, FOLLOWS
A CODE OF ETHICS, IMPOSES SOCIAL AND
ENVIRONMENTAL CRITERIA ON ITSELF AND
GENERALLY CONTRIBUTES TO THE SOCIAL AND
ECONOMIC HARMONY OF SOCIETY.FAMILIARITY WITH CORPORATE
SOCIAL RESPONSIBILITY
FAMILIARITY WITH THE CONCEPT (SOMEWHAT FAMILIAR + VERY FAMILIAR)
16–34 years old 73%
35–54 years old 65%
55 and over 65%
Total 67%
How familiar are you with the concept of corporate social responsibility?
31CANADIANS’ PRIORITIES REGARDING
CORPORATE SOCIAL RESPONSIBILITY (BY AGE GROUP AND GENDER)
AMONGST THOSE WHO CONSIDERED THEMSELVES TO BE FAMILIAR WITH THE CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
DEGREE OF IMPORTANCE (7 OUT OF 10 OR HIGHER)
Age group Gender
Total
16 – 34 35 – 54 55 and over Male Female
Respect for human rights 87% 87% 84% 91% 83% 92%
Environmental protection 84% 87% 80% 85% 81% 87%
Giving back to the community 79% 79% 77% 83% 76% 84%
Health/wellness 79% 78% 77% 81% 75% 83%
Respect for equality and equity 77% 78% 72% 82% 71% 84%
Education 72% 73% 70% 73% 70% 75%
Promoting buying local 72% 70% 72% 75% 68% 77%
Supporting youth / next generation 71% 70% 69% 73% 67% 75%
Ending poverty 66% 68% 64% 66% 63% 68%
In your opinion, to be considered socially responsible, what importance should companies assign to the following issues?
*Shaded cells indicate a ± 5% difference from the total.
32CANADIANS’ PRIORITIES REGARDING
CORPORATE SOCIAL RESPONSIBILITY (BY REGION)
AMONGST THOSE WHO CONSIDERED THEMSELVES TO BE FAMILIAR WITH THE CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
DEGREE OF IMPORTANCE (7 OUT OF 10 OR HIGHER)
Region
Total
Maritimes Quebec Ontario Prairies British Colombia
Respect for human rights 87% 92% 92% 86% 86% 83%
Environmental protection 84% 86% 89% 84% 77% 81%
Giving back to the community 79% 85% 83% 80% 77% 75%
Health/wellness 79% 78% 84% 79% 77% 73%
Respect for equality and equity 77% 78% 81% 76% 74% 79%
Education 72% 79% 77% 73% 70% 63%
Promoting buying local 72% 75% 82% 72% 74% 58%
Supporting youth / next generation 71% 66% 75% 73% 68% 65%
Ending poverty 66% 71% 71% 67% 60% 58%
In your opinion, to be considered socially responsible, what importance should companies assign to the following issues?
*Shaded cells indicate a ± 5% difference from the total.
33COMPANIES PERCEIVED AS
SOCIALLY RESPONSIBLE
(SPONTANEOUS MENTION TOP 10)
AMONGST THOSE WHO CONSIDERED THEMSELVES TO BE FAMILIAR WITH THE
CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
TD 4%
Desjardins 3%
Scotia Bank 2%
RBC 2%
Tim Hortons 2%
Canadian Tire 2%
MEC 2%
TELUS 1%
Starbucks 1%
CIBC 1%
If you think of a socially responsible company, which one spontaneously comes to mind?
34COMPANIES PERCEIVED AS SOCIALLY RESPONSIBLE
(SPONTANEOUS MENTION TOP 10 BY REGION)
AMONGST THOSE WHO CONSIDERED THEMSELVES TO BE FAMILIAR WITH THE CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
Total Canada % Maritimes % Quebec % Ontario % Prairies % British Colombia %
TD 4 MEC 4 Desjardins 14 TD 6 RBC 3 Vancity 7
Desjardins 3 Scotia Bank 4 Bell 4 Scotia Bank 3 Google 3 TELUS 5
Scotia Bank 2 Lush 3 Cascades 3 Canadian Tire 3 Tim Hortons 2 RBC 4
RBC 2 Tenthree 3 BMO 2 Tim Hortons 2 Canadian Tire 2 MEC 4
Conexus Credit
Tim Hortons 2 CIBC 3 TELUS 2 Starbucks 2 2 TD 3
Union
Canadian Tire 2 Atlantic Lotto 2 Tim Hortons 2 RBC 2 Scotia Bank 2 McDonald’s 3
MEC 2 Starbucks 2 RBC 2 CIBC 1 The Body Shop 2 Starbucks 3
TELUS 1 McDonald’s 1 MEC 1 MEC 1 CIBC 2 CIBC 2
Starbucks 1 PepsiCo 1 Hydro-Québec 1 Costco 1 Desjardins 2 Tim Hortons 1
CIBC 1 1 TD 1 Bell 1 TELUS 1 Canadian Tire 1
Bell
If you think of a socially responsible company, which one spontaneously comes to mind?
35COMPANIES PERCEIVED AS NOT
SUFFICIENTLY SOCIALLY RESPONSIBLE
(SPONTANEOUS MENTION TOP 10)
AMONGST THOSE WHO CONSIDERED THEMSELVES TO BE FAMILIAR WITH THE
CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
Oil companies 4%
Banks 4%
Nestlé 4%
Walmart 3%
Amazon 2%
Coca-Cola 1%
Bell 1%
Governments 1%
Tim Hortons 1%
Facebook 1%
If you think of a company that is not sufficiently socially responsible, which one spontaneously comes
to mind?
36COMPANIES PERCEIVED AS NOT SUFFICIENTLY SOCIALLY RESPONSIBLE
(SPONTANEOUS MENTION TOP 10 BY REGION)
AMONGST THOSE WHO CONSIDERED THEMSELVES TO BE FAMILIAR WITH THE CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
Total Canada % Maritimes % Quebec % Ontario % Prairies % British Colombia %
Oil companies 4 Oil companies 8 Oil companies 5 Oil companies 5 Walmart 6 Banks 6
Banks 4 Coca-Cola 6 Banks 3 Nestlé 5 Banks 4 Oil companies 4
Nestlé 4 Walmart 5 Walmart 3 Banks 3 Nestlé 4 Nestlé 3
Walmart 3 Governments 3 Coca-Cola 3 Walmart 3 Amazon 3 Walmart 3
Amazon 2 Nestlé 3 Bell 3 Amazon 2 Facebook 2 Monsanto 2
Coca-Cola 1 Amazon 2 Amazon 3 Tim Hortons 2 Apple 2 Amazon 2
Bell 1 Bayer 2 McDonald’s 2 Facebook 2 Governments 1 SNC-Lavalin 1
Governments 1 Volkswagen 1 Hydro-Québec 1 Governments 1 Huawei 1 Tim Hortons 1
Tim Hortons 1 Banks 1 Nestlé 1 SNC-Lavalin 1 Tim Hortons 1 Governments 1
Facebook 1 Bell 1 Monsanto 1 Bell 1 IKEA 1 Gap 1
If you think of a company that is not sufficiently socially responsible, which one spontaneously comes to mind?
20
37IMPACT OF CORPORATE SOCIAL
RESPONSIBILITY ON CONSUMER BEHAVIOUR
AMONGST THOSE WHO CONSIDERED THEMSELVES TO BE FAMILIAR WITH THE
CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
STOPPED DOING BUSINESS
37%
WITH A COMPANY
SUPPORTED
38%
A COMPANY
As a consumer, have you ever refused or stopped doing business or buying products from a
company ONLY because you felt that the company was NOT socially responsible?
As a consumer, have you ever chosen to do business with or buy a product from a company ONLY
because you consider that company to be socially responsible?
38FREQUENCY OF CONSIDERATION OF
SOCIAL RESPONSIBILITY AT PURCHASE
AMONGST THOSE WHO CONSIDERED THEMSELVES TO BE FAMILIAR WITH THE
CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
All the time 6%
32%
Regularly 26%
Sometimes 40%
Rarely 21%
Never 7%
As a consumer, how often do you consider corporate social responsibility as a purchasing criterion
when choosing a product or service?
39CONSUMERS WANT TO KNOW
THE COMPANIES THEY ARE DOING
BUSINESS WITH. THIS MEANS THAT
COMPANIES BENEFIT FROM BEING
HONEST AND DISPLAYING THEIR
VALUES PROUDLY.
THE RESULTS ALSO INDICATE A
DIFFERENCE IN REGIONAL PRIORITIES
REGARDING CORPORATE SOCIAL
RESPONSIBILITY.
40METHODOLOGICAL APPROACH
This study is based on an online survey of Canadians aged 16 and over. The
sample used is from Leger Opinion’s (LEO) panel.
A total of 1,668 interviews were conducted from December 6 to December 17, 2019.
Results were weighed based on Statistic Canada’s data on the basis of age, gender,
language and place of residency.
If the sample was of a probabilistic nature, the maximum margin of error
was ± 2.4 %.
41ABOUT ELEVENT
STRATEGY • RESEARCH • ONLINE TOOLS
Elevent is the only agency in Canada that provides a full suite of strategic sponsorship expertise under one
roof.
We offer sponsorship performance measurement and research services that cover the full sponsorship
development cycle.
Our agency is based in Montréal and has the pleasure of serving major events and top-tier sports teams
worldwide.
CONTACT
702–5605 Av. de Gaspé Daniel Juillet Jay Hébert Francis Dumais
Montréal, Québec H2T 2A4 djuillet@elevent.co jhebert@elevent.co fdumais@elevent.co
elevent.co 514 603-3265 514 567-2899 514 506-8875You can also read
