Molson Coors Submission for the Sponsorship Marketing Awards
2010 MOLSON CANADIAN WORLD HOCKEY SUMMIT
AUGUST 23- 26, 2010
TORONTO ONTARIO
Case Name: Sponsorship of the 2010 Molson Canadian World Hockey Summit
Category Entered: Sports (event, organization)
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Section A: Overview & Sponsorship Selection
Molson Coors: Description
Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer. Brand portfolio includes
Molson Canadian, Coors Light, etc. Molson also partners with other leading brewers to offer such global brands as Heineken,
Corona, Miller Genuine Draft, and Foster's Lager. Molson Coors Canada employs 3,000 Canadians, operates seven breweries,
including boutique breweries Creemore Springs and Granville Island Brewing, and invests in communities from coast-tocoast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is
committed to promoting its products and events in a responsible manner.
Molson Canadian: Description
Molson Canadian lager has been a staple in the Canadian beer landscape for over fifty years, providing generations of Canadians
with clean, crisp refreshment. Made using Canadian water, Prairie barley and no preservatives in six locations across the country this
award-winning beer is recognized as a symbol of Canadian beer distinction around the globe. With roots dating back to 1786 and a
time-honoured tradition of brewing quality beers, Molson is proud to be the nation's pre-eminent brewer.
Hockey Canada: Description
Hockey Canada was established December 4th, 1914, t in Ottawa Canada. Those present at the meeting decided unanimously that a
national governing body for amateur hockey should be organized and thus the Association came into being. A constitution and bylaws were drafted and adopted. Over the years the Association has become a truly national governing body with other areas of
Canada becoming members.
Hockey Canada believes in a positive hockey experience for all participants, in a safe, sportsmanlike environment. They believe in
the development of life skills which will benefit participants throughout their lives, in the values of fair play and sportsmanship,
including the development of respect for all people by all participants, in hockey opportunities for all people regardless of age,
gender, colour, race, ethnic origin, religion, sexual orientation, or socio-economic status and in both official languages. They believe
in instilling the values of honesty and integrity in participants at all times, in the promotion of teamwork, and the belief that what
groups and society can achieve as a whole is greater than that which can be achieved by individuals, in the country of Canada, its
tradition in the game of hockey, and the proud and successful representation of this tradition around the world and finally in the
value of hard work, determination, the pursuit of excellence and success in all activities.
The World Hockey Summit:
During the 2010 Winter Olympic Games the CHL, Hockey Canada, IIHF, NHL, NHLPA and USA Hockey announced the Molson
Canadian World Hockey Summit – an opportunity for the game’s key groups, along with its corporate partners and the hockey
media, to positively change the sport. Unlike the Molson Open Ice Summit in 1999, which focused on hockey in Canada, the Molson
Canadian World Hockey Summit will put the game under the global microscope
The World Hockey Summit looked into and discussed the current state of hockey at all levels and collaboratively identify and address
key concerns and issues facing the game today. The Summit’s theme, Global Teamwork Promoting the Growth of the Game, was
brought to life through interactive seminars, presentations, and discussions led by a who’s who of the global hockey world from the
IIHF, the NHL, Hockey Canada, USA Hockey, and the CHL. The sessions addressed the state of the game on a variety of levels around
the world.
The session topics included: Player Skill Development; Junior Development in the World; Vancouver 2010 Evaluation; Establishing a
Long-Term Global Event Agenda; Women’s Hockey after 2010; and Growing Participation in Hockey.
The 2010 Molson Canadian World Hockey Summit Steering Committee consisted of the following members: National Hockey
League Deputy Commissioner Bill Daly, Hockey Canada President & CEO Bob Nicholson, USA Hockey Executive Director Dave Ogrean,
International Ice Hockey Federation Secretary General Horst Lichtner, Canadian Hockey League Commissioner Dave Branch and
National Hockey League Players’ Association Chief of Business Affairs Mike Ouellet.
“As one of Canada’s Oldest Companies with a deep rooted history in Hockey, we felt an obligation to support our great game, and
with international involvement we saw the opportunity to participate on a broader scale” Patrick McEleney, Molson Coors, Senior
Director Sponsorship, Events & Promotions
Molson Canadian saw an opportunity to not only partner with Hockey Canada and the other distinguished Hockey associations, but
recognized that sponsoring the Word Hockey Summit would showcase our brand and our passion for the game on an international
level and further distinguish our Brand name as a partner with Hockey.
Primary objectives of this sponsorship was to increase awareness & visibility and to Sponsor the sport that we love and to
cover these marketing and communication objectives:
HOCKEY IS . . .
AN ASSOCIATION –Core to our Canadian identity
A CONNECTION POINT –To deliver our message (Broadcast, In-venue, On-premise, Retail)
AN OCCASION –We want to own
A PASSION –Of our drinkers
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Marketing Objectives:
Translate our target’s passion for hockey into passion for our beer.
Strengthen our association with hockey related drinking occasions.
Communication Objectives
Drive Molson Canadian’s point of view: Hockey is the game this land gave us.
Hockey as a social connection point with our drinkers- making them feel our brand is as passionate about the games as
them.
Aim of Molson Canadian is NOT to be the ‘Hockey’ brand. It’s about having a strong point of view on Hockey and using it to
express our “Made from Canada” positioning. Leverage Hockey to meet: Business Objectives, Marketing Objectives, and
Communication Objectives.
The sponsorship partnership began in Jan 2010 with planning and development of the Summit and concluded in September
2010.
Total Sponsorship marketing program costs were as follows:
Rights Fee: $250,000
Activation Costs: $511,000
Ratio of Rights Fees to Activation was (Rights Fees: 32% vs. Activation Costs 68%) $1 to approx $2 Ratio.
Section B: Maximizing the sponsorship marketing investment
Molson Coors Canada Sponsorship and Events team (SE&P) is an internal Molson Coors Events and Promotions group that
has executed events such as the Molson Indy, Molson Canadian Rocks, Coors Light Mystery Mansion and the Molson Coors
Olympic Hospitality program.
SE&P took on the responsibility of planning /developing and finally executing the Molson Canadian World Hockey Summit in
August 2010.
This collaboration with Hockey Canada included development and execution of the following:
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Hotel and venue contracts and on site design, signage, production and organization.
Food and beverage contracts, ordering and organization for all venues
Key Note speakers: Booking and organizing
Communication and Social Media (web etc)
Accreditation for all attendees
Gifting for all attendees
Security & Risk management for all venues for the three days
Transportation of key individuals
Taking on the development and execution of this Summit allowed Molson Canadian to be more than just a mere
sponsorship partner, they were able to actively participate in planning and decision making.
The MARCOM strategy and the primary objectives of sponsoring this program was to increase awareness & visibility and to
See Hockey as a social connection point with our drinkers- making them feel our brand is as passionate about the games as
they are.
Our relationship with Hockey Canada and the other distinguished hockey associations was strengthened with our
sponsorship/association and program assistance on the Summit.
Section C: Results:
 World Cup Hockey Summit reached 1 in 4 beer drinking Canadians, with higher recognition amongst Molson
Canadian consumer targets.
Branding
 Consumers are highly appreciative of the sponsorship and because of Molson Canadian’s investment; consumers
have a better overall impression of the brand, especially ‘Connected Canadians’ and Heavy Beer Drinkers.
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As a result of the WCHS sponsorship, Molson Canadian has experience positive improvements among MC non-consumers in
purchase intent and imagery, suggesting the sponsorship is helping to strengthen and grow the brand.
 Media coverage from the following news sources:
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NHL.com
USA Hockey Magazine
The Canadian Press
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CBC Sports
Calgary Herald
The Gazette
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National Post
USA Today
Globe and Mail
 Social media - overall conversations with brand mention 1988
 Approx 1600 micromedia posts/conversations with this twitter account
 Facebook: 1000 fans on Molson Canadian World Hockey Summit Fan Page. Approx. 12,000 impressions
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