February 25, 2015

Le domaine des commandites a évolué depuis les dernières années et les compagnies cherchent toujours à trouver la meilleure stratégie pour rentabiliser leur investissement lorsque vient le temps d’associer sa marque à une propriété. Au fil des ans, les commandites spor...

February 2, 2015

Some brands define their product category. iPods (portable MP3 players), Kleenex (facial tissues), and Band-Aids (brand adhesive bandages) are all examples of brands that are used colloquially to replace proper product names. Since its foundation in 2008, Beats by Dre...

January 27, 2015

À la lumière des spéculations entourant les nombreuses possibilités d’expansions de franchises professionnelles, il est facile de proclamer que le sport devient de plus en plus populaire dans le nord de l’Amérique. Symbole de tous les excès et de la démesure, c’est Las...

January 25, 2015

Sunday February 1st, the NFL will host Super Bowl XLIX in Arizona. The media blitz has already begun in anticipation of the game and everything that comes with it. Although the game between the New England Patriots and the Seattle Seahawks is an exciting matchup for fo...

January 15, 2015

This past October, Canadian Governor General Johnston proclaimed that 2015 would be the Year of Sport in Canada! In 2015, Canada will host the World Junior Hockey Championships (Gold ✓), the 25th Canada Games, the Pan and Parapan American Games, and the FIFA Women’s Wo...

December 20, 2014

In general terms, as a consumer I am a great target for the Ottawa Senators. I am a young male, a major hockey fan, and have a considerable amount of leisure time. So how come I do not attend 5 or 6 Sens games a season? The tickets are very reasonably priced for the ma...

December 13, 2014

The CIS, as the national organization of university sport in Canada, is faced with many challenges in uniting member conferences and institutions and delivering quality national championships. This past year, the organization used the lead up to the 50th Telus Vanier C...

December 7, 2014

The endorsement of professional athletes by sporting goods brands is a classic case of the rich helping the rich get richer. The benefit for the athlete is obvious, but why do sporting goods manufacturers like Nike, Adidas, and Under Armour, spend so much money adverti...

December 7, 2014

If you are not playing fantasy sports you are sorely missing out..


Fantasy has become much more than a fringe pastime (Fantasy Sport: No Longer a Fantasy Business), it is a way to stay connected with friends, compete against rivals, and now most importantly, make money...

October 27, 2014

Advances in technology have changed the dynamic that exists between professional sports teams and their fans. Traditional mediums (TV, traditional webpages, print) allowed for a one-way exchange with consumers, content creation by the pro sports team and consumption by...

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