Decoding

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.

Download the Report

What's Inside Decoding?

Connect with your
most receptive
audiences

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.

Fans are more receptive
in some contexts
than others

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 more