Home / Pro Bono / KidSport – Sponsorship Plan

Dec 12th


Posted in Pro Bono

December 2009

KidSport BC is a provincial chapter of a national non-profit organization which “provides support to children in order to remove financial barriers that prevent them from playing organized sport.”

Members of Score Marketing Inc. undertook a pro bono project in 2007, developing a viable sponsorship plan for KidSport BC. The ultimate goal of the project was to increase public awareness of the KidSport BC brand and increase total sponsorship revenue.  In order to make this goal a reality, a comprehensive sponsorship model and a strategic approach to business development was formulated.

We developed a sponsorship model which allowed KidSport BC to manage their sponsorship portfolio in a more strategic and defined manner which ensured that sponsors were brought on at appropriate levels that maximized potential returns.  Our team also recommended that brand awareness could be built by increasing equity in the KidSport marks which ultimately increased the value of the brand to a potential sponsor.


  • Ivanhoe Cambridge provided a portion of sales of gift cards at designated shopping centres in BC and Alberta.
  • Henkel linked product promotion with support for KidSport specific to hockey and commissioned research into current attitudes regarding fair play and hockey and hosted an online essay contest with a prize board. The Henkel approach of aligning KidSport with product promotion, major event exposure, research and a strategic communication plan to related industry leaders resulted in extensive brand awareness for KidSport for future
  • Loblaw Companies Limited - Real Canadian Superstores and Extra Foods customers supported KidSport through their annual Give a Little Help a Lot Campaign in August

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