So proclaimed Scott McCune, vice president of global partnerships and experiential marketing for The Coca-Cola Company at the SportAccord Convention in London recently.

Hearing those words from the leading TOP (The Olympic Partner) sponsor may send shivers down the throats of sponsorship-thirsty properties, but McCune wasn’t suggesting for a second that Big Red was getting out of the sports or entertainment marketing games. In fact, quite the opposite.

Within minutes of announcing the bank teller window was closed, McCune made it clear to the audience that they have plenty of money for great ideas. However, how that money is going to be spent is changing dramatically.

If you think of Coke as a sponsor, you think ubiquity. Their products are consumed by 1/4 of the world’s population and they do business in more countries than the U.N. Sponsorship helped fuel that global expansion. For the 1928 Games in Amsterdam, Coke shipped over 1,000 cases on a ship for the U.S. team members. They also set up refreshment shacks, which witnessed the first sale of Coca-Cola on foreign soil.

By 1934, Coke signed Johnny Weissmuller as their first Olympic spokesperson. “Tarzan,” as Weissmuller became known in his post-Olympic acting career, was a swimming gold medalist, and the rest is history.

Over time, as Coke became more and more involved with sponsorship, McCune characterized their approach quite bluntly: “If it MOVED, we would sponsor it, and if it STOOD STILL, we would paint it red!” At a minimum, this is a company that understands itself.

Fast forward to 2011 and Coca-Cola has a very clear picture of what they want.

YOUTH. CREATIVITY. FLAIR.

Yes, McCune talked to more strategic principles such as shared vision, innovation and common values. But he was quite clear: they are open to big ideas.

As they move into the music business, they found amazing synergies with their 2010 World Cup sponsorship and integration of the anthem “Wavin’ Flag” by K’Naan. Recently they conducted the world’s first live, consumer-driven song creation featuring Maroon 5 in a studio in London. The band took input from consumers around the world for a crowdsourced song they created on the fly in 24 hours. The outcome, “Is Anybody Out There,” is now available on the Coca-Cola website.

Big ideas indeed. Not necessarily fueled by big rights fees. As McCune made clear, they have the most powerful marketing machinery in the world. They have the resources to make stuff happen. What they need is a steady of diet of better and better ideas.

Coke has also recognized the incredible power of doing good with their marketing dollars. He showed a video of their 2010 torch participant selection process, which was largely driven by Sogo Active (full disclosure: this was in partnership with our clients at ParticipACTION and we were the agency behind it). Sogo Active rewarded 1,500 youth who became more physically active with a chance to carry the torch.

McCune noted that they now have a global mandate to get MORE YOUTH INVOLVED IN SPORTS. Wow. Read that over carefully.

It has become crystal clear that social marketing can generate profits for corporations. The cliché providers will tell you it has to be genuine. Oh thanks, why don’t you tell me to breathe while you are at it?

What I will tell you is this. If it “feels good” to you as a human being, it will feel good to a consumer. And if it feels good to a consumer, it is going to generate sales for you.

The Big Red Bank is closed.

But the Big Red Social Marketer, Music Label, Sports Advocate, Idea Kitchen, Promotional Innovator, Environmental Leader is ready and waiting 24/7.

Is your brand?

Boarding the plane at Chicago Midway, I’m definitely sleep deprived from attending the 2011 IEG Sponsorship Conference. While one could point the finger squarely at MH3 for my condition, I’m going to blame you instead.

You see, I had a simple goal in attending this year’s conference. Having been to something ridiculous like 15 or 16 of them, I was starting to feel like a bit of a lifer. This wasn’t a recent development. It had been creeping up on me for years. It would result in a little game I would play with myself on an annual basis. Seems every year I would tell myself that I didn’t need to attend and every year I would be fearful of “missing something,” like not going to every party on a high school weekend. So register I would. Then wish I hadn’t.

Candidly, I became a lazy conference goer. That’s an easy path to being disgruntled.

For this year’s conference I took some early clues from my Canadian colleagues. E-mails began to surface weeks ago about a Canada Night dinner from Leigh at Ivanhoe. Susan from the SMCC suggested a cocktail reception. Before long the events were merged, the location reserved and the invitations flowing.

As momentum picked up for the dinner, I began to realize how many of us Canadians would be invading American sponsorship turf. Even better, a ton of names began to surface of people I didn’t know. I was flabbergasted. Someone in sponsorship in Canada I didn’t know. Egads, I’m getting stale.

So, highly motivated, I departed to Chicago last Sunday dead set on expanding my network. Squarely intent on understanding the pulse of the Canadian marketplace. Fiercely determined to know what I didn’t know.

You know what? There was a lot I didn’t know. And a lot of people.

But of course there were a few I knew well. Like Stephane from Just for Laughs, who didn’t really laugh when I introduced him as the least funny person who worked at JFL. Sorry dude! Of course he did try to educate me on the 11 types of humour that apparently exist. I say apparently because he only got to six.

Then there was Stephen from BMW Canada. He led a roundtable on doing more with less that made it clear this is a revenue-focused sponsor with his examples of how he leverages global assets, internal departments and long-term planning to maximize his spend.

I also know Rico from the NCC. Real name Richard. He’s one of the key money men behind Winterlude and Canada Day in Ottawa. I didn’t know he wasn’t my brother from a different mother. All these years he’s had me convinced!

I also know Pat and Christie from the Stampede. But I didn’t know that the best event in Canada had just signed a JV with Cowboys to operate their casino. Yes folks, after a two-year absence, the big tent, big beers and big… you-know-what’s will be back in Calgary in time for the Stampede. If you’ve never been to this bar, five minutes inside Cowboys will make you understand why the locals proclaim, “It’s not cheating… It’s Stampeding!”

Speaking of the Stampede, Sue from BMO was also in Chicago. BMO has been the Stampede’s bank since 1912. That’s not a typo. That’s one heck of a long sponsorship renewal!

But on to some new people. Let’s start with Sophie and Catherine from Tennis Canada. The first thing they told me was that their colleagues had warned them that I was a big partier! Ouchy!

Speaking of Tennis Canada, check out Sarah from Esteemed Events’ new branding. She runs the TC sponsor summits.

Also from Montréal was Paul from Festival Divers/Cité. This annual event is, in his words, not run by gay people, nor does it feature only gay performers. But in its 26th year, it’s a world-class event created to celebrate the LBGT community.

Kevin from Parc Jean-Drapeau was in attendance and his property will be the site of the F1 race that is our hostevent for CSF 2011. Kevin’s attended CSF a few times, so make sure you meet him in June.

One of the funnest duos I met were Shaun from the Princess Margaret Hospital and Nick from his agency SDI. They, along with SDI team member Leah, are managing the cool new Road Hockey to Conquer Cancer event. (Full disclosure: we finished second in the pitch. Grr!) The boys and I had a few chuckles, about which I have promised them to disclose no clues… you will need to contact them directly and sign a waiver for details!

Met some American who didn’t believe we won the War of 1812, because the White House doesn’t fly a Canadian flag. Oh and they also said the Civil War wasn’t about slavery. To my face. Have you seen a picture of me?

Shari from the Shaw Festival was in attendance and by all accounts they seem to be cooking with gas. A recent deal included a big increase in support from a major bank. Congrats! I will let you issue the announcement Shari… but let us know so we can share it with our CSF newsletter readers.

Had to share a few fear of heights stories with Pat and Liz from the CN Tower. They have only worked at the tower for a combined 42 years, so I’m not sure how unique my tales really were.

Stumbled upon Ian from OOMPH! Events. In a bar called Howling at the Moon. Hence the stumbling. If you like duelling pianos, this is your place. Ian is speaking at CSF this year. I didn’t intend to meet him for the first time when I was gunned. Hope he still wants to speak… he is going to do an ROI Session on B2B properties.

I departed the Moon with Paolo from the NBA. Good call pulling the chute mate! He and Leah are hopeful their league doesn’t follow the lead of the NFL this summer into labour strife.

Good to see Jason from NFL Canada… no I mean Insight Sports… sorry I mean Capital C. By the time you finish this blog, he’ll have a new job.

Met Betty from North Vancouver and Lori from 3 Guineas in Toronto. If you need some help in the film world, these two are experts!

Brett from Canada Place was there with her new colleague Matti. Took me until the cab ride to remember Matti had been a client at Astral years ago!

Met Daryl from U of T. He was supposed to come to our dinner, but was under the weather. Perhaps it was from the germs on his shower curtain at this alleged hotel we stayed in called the Sheraton. Someone hoist the Motel 6 sign back up… the wind knocked it off the building.

Speaking of buildings, ever wonder if anyone works in that crazy big Foresters building near the DVP? Well I met a real live one. She knows my buddy George from Ontario Lung. Problem is I forgot her name. I’m sorry!

Lalitha and Pam from Elections Ontario shared with me their plans for testing a school-based program with kids in Grade 5 and Grade 10, to teach them about the importance of our democratic society and electoral system. Soon they will be looking for channel partners for this vital outreach.

Rashmi from Yorkdale had fond memories of working with my team on our Philips Sonicare toothbrush program last year. That made me relieved! (-:

Said hello to Todd from the ROM. They are looking for a new CEO if you want to be his boss.

Met Steve from Telus. He was one crazy Canuck. (If this joke is too subtle, humour type #4, Google “Podborski”.)

Speaking of the NFL, Dan and George were hunkering down for business unusual because of the lockout. Hang in there gents.

One of Scotiabank’s new sponsorship whizzes, Melanie, was there along with her agency S&E Sponsorship and account lead Matt. I once tried to hire Melanie. She said no. Doesn’t she know I hold grudges? (-:

There was a rumour Don and Dwayne from IMI were at IEG… but I didn’t see them in any sessions. A closer check of the lobby bar security videotapes, however, does validate their presence in the state of Illinois. That goes for you too, Jennifer from DIM!

Speaking of ghosts, did anyone see Alison from Rethink Breast Cancer? Oh I’m just kidding. I really should apologize for missing her workshop. Not only is she a great presenter, but the relationship she has created with Telus is UNBELIEVABLE, given the size of her organization. Beautiful!

Met Cathy and Elvira from Devan. They are good friends with Colin (ex-employee) and Megan from Toronto General & Western. Hey Megan, were you really the agent for Sloan from Entourage? Too cool. Shane from Rogers wants to know if you get him a walk-on role!

Bumped into Jim from Kraft. Leaked to him that the winner from Hockeyville last year is going to do a workshop at CSF 2011 on how to get entrants in voting structured programs engaged.

Also met Kiran from UCLA. He’s a former volleyball coach at North Carolina and Kansas. Which is cool ‘cause he was born in Toronto and raised in Calgary. Sports took him south. Now he does marketing for UCLA Recreation and is opening opportunities up for companies to connect with his campus community of 70,000 students, faculty and staff.

I am going to finish this entry by awarding the DELEGATE OF THE YEAR AWARD to “Little Jules,” the man who puts the jewel in Diamond Integrated Marketing. My boy Dave. To combat the HORRIBLE service and attitude of the Sheraton Chicago, Double D concocted a brilliant plan to defeat their ridiculous midnight last call. He ordered a two-four. How Canadian! A freaking “two-four” of Stella. (Full disclosure: I received an awesome Stella pouring kit at my office two weeks ago. It was the most beautiful promo piece I have ever seen!)

So back to Dave. After he got confirmation on the two-four, he puts his BlackBerry to work and ordered in six large pizzas from one of Chicago’s finest pie makers. Let me tell you one thing. You make a lot of friends when you control a two-four and 72 slices of pizza in a hotel bar at 1 a.m.

Brilliant work Diamond.

You have my respect. Harrison.

(Inside joke, ask Dave about it)

The only good news is I wasn’t alone. Many pundits, bloggers, journalists, commentators and writers were heralding the start of a new decade. Perhaps its because too many surveys are written so you pick your decade from 0 to 9. As in… were you born in the 70s… which is 1970-79. (I wasn’t). Isn’t that a decade? Isn’t 2010 the start of 2010-2019? I think so.

Wasn’t 1999 the last year of the 20th Century? Okay, now we have another time measurement issue. Perhaps I should say the last year of the 1900s. That seems more logical.

Then again I do get the point. 2010 is “10.” And 10 is the end of a ten-year span. But I’m sticking to my guns. Time is different. The third digit in our yearly designation rolled over from 0 to 1, like the odometer on my car. We are in a new era.

To prove it I sent out a survey to a few acquaintances and some other folks to find out if they agreed. More importantly, if they were aligned, I asked them to tell me something they personally would do differently in the next decade.

Every one of them answered it’s the start of a new decade. More importantly, they also shared with me their resolutions to cover up for their multitude of sins.

Look at all the great things we have to look forward to!!!!

Unnamed golfing icon with animalistic name and habits: Resolves to change his name to Cheetah, to get a sponsorship deal from Frank D’Angelo and employ Ben Johnson as his stunt double!

Unnamed assistant coach for a green CFL team: resolves to learn to count to twelve.

Unnamed former head coach for a blue CFL team: resolves to learn to count to twelve.

Unnamed soon to be former mayor of Toronto: resolves in his next job that when he allows his employees to strike to once again ensure they recoup all their lost wages the first weekend back on the job.

Unnamed city in Manitoba that is selling sponsorship to their manhole covers: resolves to raise enough money to pay severance in order fire the person who came up with this zany idea.

Unnamed media industry: resolves not to irresponsibly spread word of pending economic doom in our country, the one with the stable financial sector, just because the crooks to our south messed up bad.

Unnamed media industry: resolves to not cause panic among parents across the country by telling us all our children are about to die if we don’t get them vaccinated by Christmas.

Unnamed coach of Toronto hockey team: resolves to coach the American team in similar way to Toronto team, thereby guaranteeing Trinidad & Tobago their first ever Winter Olympic ice hockey win.

Unnamed hockey sponsor who tried to impose a new hockey cheer on Canadian fans: resolves not to use of the word “eh” in its next 55 TV ads.

Unnamed female American political candidate cum author: Resolves to return as Governor of Alaska, force the state to secede and become the 14th territory of Canada, and then resign to run for Vice-Prime Minister.

Unnamed trio of car companies from Detroit: resolves to quit trying to fool Canadians that they are “domestic” companies and therefore their employees deserve handouts over employees of foreign companies employed in towns such as Alliston and Cambridge do not!

Unnamed hockey team wearing maple leaf on their chest that has to win gold medal in very big upcoming international tournament or an entire country will sulk for two years at which point we can wash away our misery with the 30th anniversary of a certain hockey event played against a certain evil hockey empire who don’t call themselves the Red Army team anymore, but should, especially when they win this big hockey tournament that is coming up: resolves to win it all in convincing style and shut up a certain bald, beige, big belly blogger once and for all.

I had a call yesterday from a sports agent offering me his star client for 10-15 cents on the dollar. Ugh.

Today I am conducting a pricing tutorial for a not-for-profit client’s provincial offices. The same question is asked over and over…is there a fail-proof way to validate their pricing to sponsors?

Tomorrow I am meeting with a new corporate client about how to optimize their sponsorship portfolio. What investments should they continue and where should they exit?

Pricing is always important. The issue is exasperated by the current climate.

To prepare for these conversations I have been trying to update my data on the topic. Have to say, what’s out there is pretty slim.

Vague references to brand prestige…old fashioned equations about cents per banner…misguided belief about the value of a logo appearing on screen.

Yikes! Is this the best we have?

So I have a request. Share your best practices. Who has some great information? Lay down your competitive swords.

So this is less of a blog and more of a plea. Lead me down the path of the best pricing related information/articles/studies that you have read. I’ll play it forward to our entire database.

And we’ll all live to see a more profitable day!

So when a business hero like Jim Balsillie jumps into harm’s way, in his endless pursuit of a team, we all automatically rise to our feet and cheer. How can we not? Balsillie and his partner Mike Lazardis are Canada’s answer to Steve Jobs and Bill Gates in the realm of ultimate technology entrepreneurs.

In fact the only reason I don’t switch to an iPhone to complete my absolute love of Apple… is the fact that RIM is a Canadian company. If the Crackberry was a Silicon Valley invention they would have sold dozens less this year. Because my company wouldn’t be a customer anymore.

But patriotism can’t be the only reason to make business decisions. The BlackBerry for example is still superior to the iPhone in many ways for business users. Perhaps patriotism is also blinding our viewpoint regarding Balsillie’s efforts. Perhaps he shouldn’t be able to deke out Gary Bettman to get a franchise. Perhaps he shouldn’t be able to save Hamilton’s despair by bringing the team to Copps Coliseum. Perhaps he shouldn’t be able to potentially draft The Great One to return home.

Like or dislike Gary Bettman, he did help ensure as many Canadian teams as possible could survive. Like or dislike the lost season, he managed to bring significant improvements to cost management to the game. Like or dislike the whistles, the new rules have made the game much more appealing.

It’s easy to say the Americans are ruining our game, and they should lose their franchises, I too have a hard time reconciling teams that reside in iceless Arizona, college town Ohio, and music city Nashville. But these markets provided expansion fees, jobs for players/coaches/administrators, and increased reach for everybody in the hockey business. Gloating over some problem franchises isn’t beneficial today.

We are in the midst of yet another playoff run sans a Canadian team. Adding another mediocre operation wont help.

But what it would do could be momentous. A new Canadian franchise could help break the chains of the current recession. Forty plus games means 600,000 fans over a season shelling out sizable dollars for tickets, hot dogs, and beer. A Southern Ontario based team will provide access to millions who presently can’t get into the vault better known as the ACC. Locating a franchise in Hamilton and/or Waterloo and/or Oshawa will bring excitement and energy to a community that could use it, plus significantly increased media exposure.

The strength of the Canadian franchises presently makes this proposal almost mute. They have climbed back form the abyss. It’s time to capitalize on the moment. Hamilton. Quebec City. Winnipeg. They could all support a team, and I’m not so sure that Halifax couldn’t pull it off.

So let’s do this the Canadian way. We are nice people. Friendly folk. Let’s go make the right friends at NHL-HQ. Bring them some poutine. How about a new BlackBerry…loaded with a Mike Myers movie. Maybe a Pinball Clemons autographed picture. By the time we are done, Canada will have its choice of  three new teams.

The question comes in many forms. What’s going on out there? Is anybody spending money? How are things? What impact have you felt?

Over and over, we hear the question.

I spent a lot of time dealing with this train of dialogue a few months ago. Dealing with the economy, how to face the recession, banding together as an industry. Being the eternal optimist I am, I had hoped that by now this whole schmozel would have evaporated as quickly as it appeared.

Guess I was wrong.

While the troubled times haven’t disappeared entirely, they are also not nearly as deep as many panicked minds anticipated. Still, organization after organization is facing unprecedented challenges. In the past two weeks I have made presentations at major conferences, held fireside chats with some of the leading charities in Canada, attended a CEO-level cultivation event for a national sports property, and heard frontline feedback from development managers and agency staff. There seems to be some common themes.

Budget cutbacks have been less prevalent than expected, but are still very significant. More significant has been the anticipated, yet dramatic, shift of funds into sales generating tactics. As one marketer said to me this week, “Our couponing program is doing really well.”

Certain types of media seem to be getting pounded every day. The last time you reached for your favourite magazine, did you notice its weight? Has it been Jenny Craiged in a big way, by the withdrawal of advertisers? Has this money been sucked out of the market or redirected?

Budget freezes seem to be more and more common. Clients are claiming they have the money, but they just aren’t allowed to spend it. Okay, I’m not the brightest bald guy in the room…but what the hell is the difference? Well I guess there is one, because as one agency President told me this week… the number of unbelievably late project approvals he has been receiving is mind-boggling. Clients are sitting on the fence, waiting for some mysterious crash to come. Realizing it’s not coming, and that their competitors are stealing their lunch, they are racing back into marketing mode, with zero lead time but with the same expectations as before.

What are the implications for sponsorship properties, sales agents, and agencies? (And quite frankly, clients who perform a sponsorship role). I would suggest they will be dramatic.

Dollars are out there, but they are scarcer. Those dollars that do exist are being concealed until the last possible moment. And when they are ready to be spent, everybody expects a deal…a big big deal.

So what do you do? Well for one, get out of the sponsorship game. Yes, you heard me correctly. Do not adjust your sets, your satellite dish is working just fine. Get out of the sponsorship game.

It’s time for some game changing strategies. One of the biggest is to abandon a dying industry and head for a new one. Which one?

Well I think we can keep the name sponsorship, despite my comments of a few sentences ago. But I think we need to start thinking about the Business of Sponsorship, as opposed to Corporate Sponsorship.

The Business of Sponsorship provides a lens to examine your activities  from a new perspective. It encourages you to stop thinking of your property as an event or a cause, and to consider it a business. As a business your property could be much more than an awareness builder or an experience deliverer. It could become a distribution channel, an employee trainer, a customer, a reseller, a promotional outlet, a media outlet, a recruiter, a consultant, or a solution provider.

Yet it will take a whole new approach to business. It will require you to drop the clichés like “fewer things better”. What a dumb statement. If you’re incompetent you can do a few things. But you’ll do them poorly. In fact, they will be just as bad, as if you did many things. If you’re talented you can do tons of things well. As a business, you’re going to need to do a lot more things. And you are going to need to do them well. Expand your horizon.

Similarly you can shelve the old adage about it being easier to do three big dollar deals than thirty small dollar deals. Not anymore folks! If you want sales growth you’re going to need to be able to retrofit your property to make it work. The big deals are harder to find, harder to close, and harder to service. The small deals will be focused on a few deliverables, easier to secure, and easier to service. Plus, the loss of one or two small deals will have far less negative impact than a biggie.

So develop new products and opportunities for the new reality. Develop products you can mass market and you mass harvest. Develop products that can be pitched, sold, and serviced all in the same day.

Exclusivity is mandatory. Not anymore people! Refer back to my comment that everybody wants a deal. That’s fine, give them a deal. But don’t give them the farm. In this market you need a wide base of customers. Some will be from the same category. Sure exclusivity made sense when you wanted a Corporate Sponsor (nee donor). But now you are engaging in the Business of Sponsorship. Your business has products to sell. So sell!  Don’t spend time worrying about exclusivity for small customers. Spend time worrying about how many customers you can sell your new products to.

Here is a simple example of what I mean. One property I know has tens of thousands of participants, and only a dozen or so sponsors. That means there are 488 companies in the FP500 they don’t do business with. Can they sell those others a sampling package, couponing program, contesting opportunity? The property has the critical mass. They have a targeted audience. They have products waiting to be exploited!

It’s time to stop selling branding and emotion. It’s time to start selling customer penetration and revenue generation.

The 2010 Canadian Sponsorship Forum will be held March 19-21 in Whistler and along with a superlative agenda of speakers and presenters, will offer delegates the opportunity to experience the 2010 Paralympic Winter Games from up close, including priority seating for the gold medal sledge hockey final and the spectacular closing ceremonies.

Forum Chair Mark Harrison is excited about partnering with the Canadian Paralympic Committee, saying “Whistler will be a great setting and our delegates will be fully immersed in the Paralympic Games, and able to see first-hand how an event like that is staged, marketed, and supported.”

Chief Operating Officer of the Canadian Paralympic Committee Brian MacPherson added, “The Canadian Paralympic Committee is proud to be a partner with the 2010 Canadian Sponsorship Forum and looks forward to showcasing paralympic sport by exposing Canada’s sponsorship and marketing leaders to the 2010 Paralympic Games.”

The Canadian Sponsorship Forum is unique in the sponsorship/marketing industry as it runs parallel to some of the country’s largest and most prestigious sponsorship events, and the 2010 Forum brings the conference back to British Columbia for the first time since the inaugural Forum in 2005 that took delegates to the Vancouver Grey Cup and its associated festivities.

Visit the 2010 Canadian Sponsorship Forum website at www.canadiansponsorshipforum.com

The 2010 Canadian Sponsorship Forum is being presented by TrojanOne Integrated Brand Activation, the Institute for Sports Marketing, and the Canadian Paralympic Committee.

Ever wanted to get them to do something about it… but weren’t sure how? Or you failed on your last five attempts!

Well, at the risk of being accused of self-promotion, we have worked on something pretty cool with our clients at ParticipACTION and Coca-Cola that I have to bring to your attention.

It’s called Sogo Active and as the web site says… It’s the Sickest Way to Live Healthy!

Go ahead, log onto www.sogoactive.com, Its not what you would expect. It’s pretty funky and I think a big departure from your classic fitness website.

This initiative is booked for five years and each year will feature a different incentive program for youth. Kids who participate in Sogo Active have an opportunity to be selected as an Olympic torchbearer for the 2010 Games. There are 1,300 spots to reward kids with, so this isn’t some “long odds” competition.

If you want to get involved, but you’re not 13-19, you can become a community host through any affiliations you have with a local sports association, school, fitness club, or whatever!

So get out and pass the word. Let me know if you do and if you have any questions. Sure I want to see the program do well… but the bottom line is, as someone who struggles with their weight, despite daily exercise on my part, I want to see us have a fitter country. And it starts with young people.

Want proof. I have told many of you the story of Simon, the quarterback on my Lawrence Park football team that I coach. Well in 2007, Simon was a 5’8” – 257 lb block of rubber! I made him play center despite his desire to be a QB.  However, I told him… lose 50 pounds and I will give you a shot. Well Simon started working out, skipping the odd snack, and reducing his fast food intake to something reasonable. Next thing you know he showed up fifty pounds lighter in September 2008, and had one of the best seasons at QB I have ever seen.

Just last week Simon told me he went for a 10k jog. This is a 17-year old who once couldn’t run a lap of the field!

Stories like Simon’s are my true motivation. By the way, Simon is signed up for Sogo Active as well.

So? Go!

I went to the Sportsmen Show on Saturday, and took my boys for a guy’s day out, while Mom stayed home and worked.

Couldn’t believe the line to get in. Maybe a thousand people!

What recession?

Couldn’t believe how many more people were inside the show.

I repeat. What recession?

Everybody there looked like they were from my hometown. Which makes perfect sense because the last time I went, I was an 8 year old from Orillia.

People were buying boats, guns, hot dogs, and dog chow.

What recession?

My kids had a riot.

They tried archery. Mom was not happy (with me).

Shot air rifles. Mom’s really not happy now.

They rock climbed. Mom was surprised.

They ate candies, ice cream and drank Sprite. Mom wasn’t surprised.

They rode motocross bikes. Mom was freaked.

Ah yes. The motocross bikes. My boys, ages six and eight, got geared up from head to toe and tried out real bikes for the first time ever. The program was managed by the Yahama Racing Academy. They were real pros. Excellent with the kids, and even better with the parents. On time. Very organized. You name it. Plus they were respectful yet informative with their sales pitch to attend their academy some day.

My kids said it was the best they ever did. Their Mom predicted they would want bikes for Christmas.

So at dinner I popped the question. What do you want for Christmas? (It’s a weekly year-round question in our household!).

Mom was right. They want bikes.

I guess Mom didn’t realize how much she knew about experiential marketing!

This is really an invitation. An invitation to climb a mountain.

This isn’t just an ordinary mountain. It’s a big mountain. It’s a professional mountain. And a personal mountain. It is a place and a time, and most importantly, an experience.

What I am talking about is the 2010 Canadian Sponsorship Forum. Set at the base of Whistler Mountain, at the Westin Resort & Spa, next year’s Forum will be unlike any other we have ever done.

Thanks to our friends at the Canadian Paralympic Committee, the Forum will be immersed in the 2010 Paralympics and its final weekend. Our delegates will be wrapped up in this event for every waking moment. You’ll see first hand how an event like the Paralympics is staged, marketed, and supported. You will hear from athletes, coaches, sponsors, volunteers, and organizers. You’ll witness gold medal events, presentation ceremonies, and the closing ceremonies.

Thanks to our lineup of unrivaled speakers you’ll be inundated, motivated, and educated on the best practices in Canadian sponsorship from the arts, culture, festivals, education, business to business, sports, fairs, music, action sports, environmental, online, gaming and charity sectors. We may be at an international sporting event, but our topics will go well beyond whistles and podiums!

Thanks to our new training program, The Business of Sponsorship, you’ll have a chance to develop specific skills that will help your career. Whether it is developing internal recommendations, program evaluations, proposal writing, fulfillment reports, negotiating, pricing, or prospecting. Yes, we have a good time at the Forum, but it’s time for some hard-core training!

Thanks to our sponsors, you will build contacts, relationships, and partnerships through our unbelievable networking events including dinner at the top of Whistler Mountain, pregame Sledge Hockey final party, skiing, and après skiing!

Yep this is some invitation. One could call it a sales pitch…because it is. I want you to climb the mountain. I want you to build your company’s sponsorship success. I want you to build your career. Our industry is full of dynamic talent, energy, and passion. Take it to the top of the mountain next March. You’re all invited!