Sunday 23 June 2024

Storm Warning! RAT Rain May be in the Forecast

The Florida rat story has a fascinating sponsorship chapter!  

Written by Robyn T. Braley

Tonight is the night! The Stanley Cup will be awarded to whichever team perseveres. The question is! Will the ice surface be covered with orange and blue Oil, or will there be a Rain of Rats?

If Mathew Tkachuk and the Florida Panthers win, it will be rats! If Conner McDavid and the Edmonton Oilers win, it will be rabid fans who have flown 4,120 km on an 8-hour flight to spill onto the ice dressed in colorful orange and blue costumes the minute the final whistle blows. Either way, the cup finals have been the stuff sports legends.  

Rat Legend

As the Florida Panthers emerged from the NHL's Eastern Conference to meet the Western champion Edmonton Oilers in the 2024 Stanley Cup final, the story of the rat storm of 1996 bubbled to the surface.

Do you remember the story? A legend grew out of a single, slightly disgusting act involving a rat! Disgusting, that is, unless you are a fan of rat extermination.

Friday 21 June 2024

Sponsorship Basics: What You Need to Know


Sponsorship can play an important role in your marketing strategies. 

Written by Robyn T. Braley

Do you find sponsorship confusing? If you are a business or community leader, you must understand how and why it works.

I was the sponsorship manager for several years for Alberta's provincial educational TV and radio network, ACCESS NETWORK. Later, with my company, Unimark Creative, I set up and managed client sponsorship funding. Finally, as a Rotarian and community activist, I have helped package sponsorships supporting various projects.

Brand Synergy

You must ask two questions before digging too deeply into sponsorship function or structure.

  1. Is there brand synergy between the sponsor and the cause or event?
  2. What could go wrong?
  3. What would the consequences be? 

The Big Question

Does sponsorship work? That's a good question.