Bell Canada Sponsors the Stampede

Bell Canada is known to sponsor Canadian sports and entertainment. Bell is sponsoring major events such as Basketball Canada, the RBC Canadian Open, the Toronto Film Festival, and closer to home, the Calgary Stampede! 


Bell Canada is focused on making a customers experience "even better." Their customers expect a reliable, consistent and efficient service or product. As a large communications company and consumer oriented business, they care most about the customers experience. For this reason I think sponsoring the Calgary Stampede is an excellent fit, demonstrating their support. Signage and video clips have a massive audience at the Stampede. In 2011, a whopping 1.2 million people took in the festivities (CBC News). This year marks the 100th Anniversary for the Calgary Stampede and more attendees are expected to attend than ever before. 


A large presence at the Stampede will allow Bell to: 
-Obtain credibility
-Build brand awareness quickly with a large audience
-Increase visibility
-Promote services and products to consumers
-Receive a large amount of signage 
-Perhaps invite their clients/staff to some of the events
-Engage with customers and networking opportunities
-Shape consumer attitudes 


The Calgary Stampede is a short but monumental event. Therefore, I believe Bell's sponsorship is effective. In this case scenario, naming a building or sponsoring a specific sporting or charity event is not relevant. 
Overall, I think this is a relevant sponsorship because Bell has established a connection between itself and what they are sponsoring (relationship marketing). It's important they show customers that they have something in common with the Stampede instead of slapping their logo all over the event to act as advertising. 


Bell also targets a very broad audience, Canadian consumers age 20 and older. The Stampede has over a million attendees who fit into this large category. Another reason for the success of the sponsorship.


Keep your eyes peeled this summer for Bell signage and engagement at the Stampede. Perhaps you'll agree with their sponsorship strategies or come up with some improvements. 


Another thing to think about: How do you think Bell should deal with being targeted by Canadian humane societies and animal activists about sponsoring the Stampede? Do you think this is something they considered before their commitment to the Stampede? 


-JS