2017-07-17
Massive Competition in Pursuit of the $5.7 Billion Canadian Youth Sports Market
84% of Canadian youth in the 3-17 age range participate in sports of some kind and 60% do it on an organized basis according to the Canadian Youth Sports Report being released today.The levels of competition on the fields, the dojos, the gyms and in the arenas have never been more intense – and so is the competition among sports and activities themselves for the ever-limited time – and money – of Canadian families.Canadian Youth Sports Report is the most comprehensive study ever undertaken on the challenges and opportunities facing Canadian kids and their families when it comes to the sports they play. This landmark study by Toronto’s Solutions Research Group is a deep dive into 44 sports and physical activities that Canadian kids love, based on interviews with 2,371 families. Youth sports represent a $5.7 billion market with families spending nearly $1,000 annually per child on sports.TOP ORGANIZED SPORTS FOR YOUTH WERE SWIMMING AND SOCCEROver 1.1 million Canadian kids and youth (19% of all 3-17 year olds) are currently in swimming lessons, instruction or competition.Soccer was next, with over three-quarters of a million current organized participants in the 3-17 age group, making it the top team sport in Canada. Soccer was the top team sport for kids 3-6, tweens 7-12 and teens 13-17, as well as for boys and girls. It was also the top team sport for all regions: BC, The Prairies, Ontario, Quebec and Atlantic Canada.ONE-IN-FOUR GIRLS IN ORGANIZED DANCE, GYMNASTICS OR BALLETGirls are more likely to be in individual sports, according to the research. And, a popular physical activity like Dance is a big factor, drawing large numbers. In fact, there are more girls in the 3-17 age range registered in organized dance, ballet and gymnastics (24% of all girls) in Canada than girls participating in all team sports combined (22%).BASKETBALL IS THE 2nd MOST POPULAR TEAM SPORT AMONG NEW CANADIAN YOUTH, NEXT TO SOCCERNew Canadian families, where the parents were born outside of Canada, value sports too, but they also put priority on participation in music, art, book clubs, language learning.Fifty-five percent of new Canadian youth aged 3-17 participate in organized sports but they are slightly less likely to be in organized team sports (24% vs. 30% average). Top team sports for New Canadian youth were soccer, basketball, hockey and volleyball, in that order.With over one million immigrants settling in Canada every four years, establishing a strong base among New Canadians is essential to the future growth of any sport in the country.OF 44 SPORTS IN THE STUDY, HOCKEY WAS THE 2nd MOST EXPENSIVEThe study found big differences in participation cost for the 44 sports examined – ranging from an average of just about $200 per year to over $2,000 per year, per child.Popular team sports such as basketball, volleyball and soccer cost 25% to 50% less than the average, while hockey came in as the second most expensive of all 44 sports studied. The top three most expensive sports to participate for youth based on reported average annual spending were Water Skiing ($2,028), Hockey ($1,666) and Equestrian ($1,434). At the other end of the spectrum, most affordable options were Track & Field ($226) and Cycling ($237). The range of costs and options available to families is very diverse.When reporting annual participation costs for organized participation, parents were asked to include expenditures on equipment and sport-specific gear, any fees for leagues, teams or lessons as well as direct travel/transportation costs. At the more competitive, organized levels of many youth sports, with travelling teams and participation in away tournaments, parents told us that travel and hotel costs are significant in open-ended comments.IMAGE IS EVERYTHINGThe image of each sport in the minds of parents play an important role when deciding which activity is right for their children, especially if parents have not been involved with the sport before.For example, parents say sports such as soccer, basketball, volleyball and dance have “fun” as a key attribute. Martial arts are perceived to “build character.” Hockey receives a mixed report card – on one hand it’s perceived as “highly competitive” on the other hand parents say it’s “easy to be injured participating,” and that hockey “has some pushy parents in kids leagues.”1.2 MILLION YOUTH EXPERIENCE A SPORTS-RELATED INJURY ANNUALLYParents worry about the level of exercise their kids are getting and also fret about injuries. One-in-five youth (about 1.2 million) has experienced an injury in the last year and two-in-three parents are concerned about possibility of serious injuries in the future.Half of boys’ injuries came from soccer, hockey or football while the top three for girls was soccer, gymnastics and dance. Top soccer injuries tended to be ankle injuries and sprains, hockey injuries tended to be broken bones/fractures and concussions – and there is also a growing fear of the longer term effects of sports concussions among Canadian parents.OTHER FINDINGSThe research found that there are 21 sports and activities (team & individual) with at least 100,000 organized participants in the 3-17 age group in Canada and another 23 with estimated participation of 25,000 to 100,000 – with this many options, growth is a challenge for all sports.Canadian parents also recognize the work done by various companies who have associated themselves with youth sports, with Tim Horton’s, Canadian Tire, and BMO as top mentions.Thirty-two percent (32%) of Canadian kids and youth follow the NHL, ranked #1 in all youth demographics. The NBA is in the #2 spot in Toronto, Vancouver and among New Canadian youth. MLS ranks #3 in Vancouver and #2 in Montreal. The research suggests that youth engagement with professional leagues is an area of concern, however: even among teens 13-17, 43% do not follow any professional league.About the Study: Canadian Youth Sports Report provides a comprehensive overview of 44 sports and emerging popular physical activities for the 3-17 age group representing a population of 5.9 million, for the first time in Canada. The data comes from 2,371 thirty-minute online diary interviews with parents who had at least one child in the 3-17 age group in the home. This landmark study was conducted over a period of 5 weeks in November/December 2013. The sample is nationally representative and in addition to English and French Canada, it captures views of 440 new Canadian families, including the fast-growing Chinese and South Asian groups. Canadian Youth Sports Report is an independent syndicated study published by Solutions Research Group (SRG). ...
2017-07-14
GAME CHANGER: BELAIRDIRECT AND CFL SCORE WITH NATIONAL PARTNERSHIP
belairdirect becomes the official car and home insurance partner of the CFLThe exciting 2017 Canadian Football League (CFL) season continues with today’s belairdirect partnership announcement. Fans can expect more to come as the program, which makes belairdirect the official car and home insurance partner of the CFL, grows over the coming months.belairdirect has supported individual CFL teams for many years, which makes this commitment a natural progression as the relationship evolves to a national, multi-year partnership with the Canadian Football League itself – providing an opportunity to celebrate the game and our country.“As a Canadian company with roots that go back over 60 years, we’re very proud to partner with another strong Canadian organization and together instill a sense of Canadian pride,” said Richard Taschereau, Deputy Senior Vice President, Marketing, Communications and Business Development, belairdirect. “We’ve been a fan of the game for years, but this partnership will allow us to demonstrate just how much. The CFL is the perfect partner and vehicle to connect with their incredible fans, and share our love of the game.”Entering this sponsorship with such a beloved and well-regarded organization aligns with belairdirect’s promise of a simplified insurance experience. Similar to the protection players offer on the football field, belairdirect will continue to evolve to best meet and protect customers’ changing insurance needs.“The CFL and belairdirect are both committed to community involvement, excellence, and being there for our fans and customers,” said Tyler Mazereeuw, Vice President, Corporate Partnerships, CFL. “Those shared values make this a natural partnership that we’re incredibly excited to grow together.”...
2017-07-13
Hamiltonians on the Road to Quit for Good with NICORETTE® & NICODERM®
Ten-week program aims to help trade union members in Hamilton kick their smoking habitMcNeil Consumer Healthcare, a division of Johnson & Johnson Inc. (J&J), is launching a smoking cessation program to help a group of Hamiltonians quit smoking with a new approach called Combination Therapy. Recently authorized by Health Canada, the approach includes use of the NICODERM® patch for ongoing support, combined with NICORETTE® oral products to help control the sudden cravings that make quitting so difficult.Eleven members of the United Association of Journeymen and Apprentices of the Plumbing and Pipe Fitting Industry Local 67 are beginning their 10-week nicotine replacement therapy (NRT) smoking cessation challenge. J&J is providing NRT product to support each of these individuals on their journeys."Our union prioritizes the health of our members and recognizes that many smoke regularly," says Geoff Roman of Local 67. "We're excited to launch this first-of-its kind program to encourage our members to quit together as a team, and hopefully see a ripple effect in the community."Twenty-two per cent of the population in Hamilton smoke,i demonstrating a higher rate compared to the rest of Canadawith an average rate of 15 per cent.ii"J&J is proud to sponsor this pilot program as part of our mission to enrich the health and wellness of every Canadian, every day," notes Zack Grossman, senior brand manager of smoking cessation at Johnson & Johnson Inc. "We envision a smoke-free country and are excited to take this step to help Canadians get one step closer to this."...
2017-07-12
Properties Be Aware – Your Future is in Jeopardy
Blog post by Mark Harrison as posted at: http://www.markharrison3.com/properties-be-aware-your-future-is-in-jeopardy/I can’t make this any more succinct or clear.Our federal government is proposing a ban on marketing all unhealthy foods to children 17 and under. This isn’t just advertising as per the ban in Quebec, it’s all marketing, including sponsorships.Here is what they consider unhealthy:“That would then cut out all of the things like, of course, your regular soda, most cookies, cakes, pies, puddings, ice cream, most cheeses because they are high in fat, they’re high in salt,” Hasan Hutchinson, director general at Health Canada, who is overseeing the consultations.Health Canada would also target foods such as sugar-sweetened yogurt, frozen waffles, fruit juice, granola bars and potato chips, according to Susan Lunn, CBC News.So goodbye Timbits sponsorship. Say au revoir to granola bars on the sideline. Don’t dare feed a hungry athlete some sugar so they can compete energetically. No yogurt at your Scout jamboree. No fruit juice at your daycare. Say goodbye to ice cream in the park or apple pie at the piano recital.Banned. All banned.Leading the charge is Senator Nancy Greene Raine, who didn’t have a problem with a longstanding Mars bar sponsorship when she was a competitor. It used to be one of my favourite Canadian partnerships of all time. Used to be….By my estimate, we are talking about $500 million to $1 billion a year of corporate support. It could be more, it’s difficult to measure.The current wave of public consultation ends July 25th. It almost feels sneaky. You need to respond immediately and spread the word. Every NSO, PSO, CSO, Charity, Youth Group in Canada needs to know about this. Let your parents and volunteers know that the government is excited to ensure your child’s feed go up and up and up for years to come.Then in fifteen years when we are all dying due to malnutrition, we can greet the return of more appropriate solutions from our hospital beds.In all seriousness, I understand the need to ensure we have a healthy society. Over indulgence is a problem, but it goes beyond teens and children.Let’s start with affordable access to healthy foods. Let’s look at socioeconomic factors. Let’s look at busy lives, time, and convenience. Let’s look at lack of physical education and free play time in schools. Let’s look at community parks that aren’t properly maintained or secured. Let’s look at the lack of street closures for sporting events. Let’s look at the lack of bike lanes, bike signals, etc.There are many factors in the equation. Many experts who know much more than I do. Let’s engage them, you, and others to dig into this issue....
2017-07-10
DATA PARTNERS WITH PGA OF CANADA
The addition of a new title sponsor sees the PGA Women’s Championship of Canada take a major step forward in becoming one of the top boutique standalone women’s golf events in the world.DATA Communications Management has signed on to become title sponsor of the 30-year-old championship. The sponsorship sees a newly established VIP Pro-Am and the introduction of TEAM DATA—a roster of Canadian female golf professionals who will be invited by DATA Communications Management to become ambassadors and receive sponsorship dollars as they chase their dream.“We are thrilled to welcome DATA Communications Management as the title sponsor of our premier women’s championship,” said PGA of Canada president Steve Wood. “The unique event is a great celebration of women’s golf and this partnership with DATA Communications Management gives the event a major boost at the perfect time.”The DATA PGA Women’s Championship of Canada will be held at Scarboro Golf & Country Club Aug. 14-16. The winner of this year’s championship will earn an exemption into the CP Canadian Women’s Open at the Ottawa Hunt & Golf Club, Aug. 21-26.“We are extremely excited about becoming the title sponsor of this very unique professional national championship for women,” said Greg Cochrane, President of DATA Communications Management. “We see it as a tremendous opportunity to support young female professional golfers on their journey to success, while showcasing our brand and entertaining our customers along the way.”The PGA Women’s Championship of Canada was first played in 1987 and past champions include five-time winner Lorie Kane, Brooke Henderson, Alena Sharp, Cathy Sherk, Gail Graham, Nancy Harvey, and Jessica Shepley.More details regarding TEAM DATA will be released in the coming weeks before the 2017 DATA PGA Women’s Championship, with an additional unveiling at the event itself.Player confirmations and announcements will continue in the weeks leading up to the championship.Admittance to the DATA PGA Women’s Championship of Canada is free and spectators are encouraged to attend during the 36-hole championship play....
2017-07-06
Toronto Raptors and Sun Life Financial announce ground-breaking, expanded partnership
Sun Life Financial will be team's first jersey patch partner beginning in 2017-18 seasonThe Toronto Raptors and Sun Life Assurance Company of Canada ("Sun Life") have proudly expanded their long-standing partnership to feature a prominent program in support of diabetes awareness and prevention, and beginning in the 2017-18 season, include the first jersey patch partnership in the team's history."We're thrilled to announce this new, first of its kind partnership with the Raptors and MLSE," said Lisa Ritchie, Senior Vice-President & Chief Marketing Officer, Sun Life Financial. "These are great brands coming together, connecting with fans of the game and encouraging Canadians from coast to coast to live a healthy and active lifestyle. I look forward to the 2017-18 Raptors season when we officially launch this exciting program in support of diabetes and wellness."The Sun Life patch will appear on the front left shoulder of Raptors game jerseys starting next season. Jersey sponsorships will be introduced league-wide beginning next season as part of a three-year NBA pilot program."This is an exciting time in Raptors' history and we're thrilled to share it with Sun Life, an iconic Canadian brand who has been a trusted partner of ours over the past seven years," said David Hopkinson, Chief Commercial Officer, Maple Leaf Sports & Entertainment. "This partnership, while breaking new ground, puts an important issue affecting our community first and represents an initiative that we can all take great pride in."Sun Life takes a holistic approach to supporting the well-being of Clients, employees and communities around the world and is partners with the Raptors in the group benefits and life and health insurance categories. Since announcing diabetes as its key business and community giving priority across its global footprint, Sun Life has committed over $17 million to the cause.The Raptors and Sun Life will announce full details about the diabetes programming and officially unveil the new team jersey featuring the Sun Life logo in fall 2017. ...