Scotiabank Sponsorships

In my opinion, one company that is using sponsorship effectively is Scotiabank. 

Scotiabank focuses their sponsorships at the community level in the areas of arts, education, health care, social services, sports and environment. They are particularly interested in partnering with non‐profit and charitable organizations that empower people with skills, tools and information to improve their health, safety and well-being.

Scotiabank’s CSR philosophy is to integrate environmental, social and governance practices into their day-to-day business activities. They measure success not only in terms of financial criteria, but also in building customer satisfaction and employee engagement.

The following are a sample of some of the organizations and events Scotiabank has chosen to sponsor:

• Scotiabank Pro-Am for Alzheimer's – Scotiabank is the title sponsor of Canada's largest annual fundraiser for Alzheimer's
• Scotiabank Kid Captain – Scotiabank gives 7-14 year old children the chance to be the Scotiabank Kid Captain at select CFL regular season home games
• Scotiabank Calgary Marathon – Scotiabank is the title sponsor of Canada's oldest marathon and premier running event 

In 2011, Scotiabank allocated over $50 million into corporate sponsorships and donations. 

A detailed chart of their expenses is below:

Scotiabank was the most awarded organization at the Sponsorship Marketing Council of Canada's 2012 Sponsorship Marketing Awards, receiving top honours in three categories: Gold Awards for the Scotiabank Community Hockey Program, Scotiabank Hockey Day in Canada and a Distinction Award for the Scotiabank Nuit Blanche sponsorship.

Scotiabank does an excellent job of sponsoring a variety of different events and initiatives, from introducing their Scotiabank scene cards in movie theatres to sponsoring the Flames Better Halves Ultimate Ladies Night Out.

Scotiabank has been recognized as a leader internationally and among Canadian corporations for their sponsorship and philanthropic activities, providing approximately $45 million annually to community causes around the world over each of the last five years. They have an excellent return on investment and have made numerous strategic sponsorship decisions that have impacted their company positively. It is for these reasons I believe Scotiabank has chosen their sponsorships effectively.