Decoding is a research and insight tool, helping marketers understand how Canadians see sponsorship and sponsorship activations so they can make more informed decisions.
In this dataset, we explore the attitudes of Canadians on sponsors of every major property in the country across sports, entertainment, music, food, e-sports and more, including:
- Canadians' opinions towards sponsors
- How open Canadians are to sponsor messaging
- The most effective activation tactics
Decoding powers our work at MKTG, helping deliver on our promise to make brands more human.
Start Decoding Now.
What's Inside Decoding?
Leverage a new industry metric: Receptivity
Go beyond the views, impressions and fan avidity typically used to measure sponsorship potential—look at your audience in a whole new way: how receptive they are to sponsorship.
Examine how decision makers in your category view sponsorship
Get industry-specific intelligence to augment your sponsorship strategy—filter insights by self-identified purchase decision makers within your brand's category to inform your thinking.
Tap into fan/audience intelligence for every major Canadian property
Learn more about who your audiences really are using Decoding's in-depth fan profiles for every major team, league, event, festival, and award show in Canada.
Understand the differences in fans of Canada's biggest sponsorship property types
Compare fans of property types and make smarter investment decisions with insights on Sports Fans, Entertainment Enthusiasts, Music Fans, Foodies, E-Gaming fans, and more.
Uncover the most effective activation tactics
Determine the best way to connect with your audiences—explore the activation techniques that are most engaging, memorable and relevant for fans of your sponsorship property.
Understand the impact of sponsorship
Help make the business case for sponsorship, align internal stakeholders, and train and onboard team members through data on how Canadians think and feel about sponsorship.
Download the Decoding Report PDF to learn moreStart Decoding Now