February 2024
Pushing back the boundaries of the playground
The impact of professional sports has long intertwined with cultural and social influence, often benefiting commercial entertainment. The first Super Bowl halftime show took place in 1967, yet it wasn’t until 2012 that the Olympic Games featured female athletes from all origins.
Today, major leagues and teams fully embrace and wield their influential power. With audiences transforming into communities, the conversation is shifting from performance to increasingly focusing on culture, technology, and the environment.
MUST-READS
Sport, technology and environment: A winning trio?
Sports technology is starting to shape a sustainable future. Take a look at the 2024 Paris Olympics as a model for eco-responsible initiatives, thanks to innovations that reduce the ecological footprint while improving athlete performance and spectator experience.
Mixed ambitions:
Wrexham’s Hollywood dream
The world of sports and marketing strategies sometimes mingles with delicate nuances. In the realm of soccer, some see a dichotomy between the heartwarming narrative of the "Welcome to Wrexham" series and the commercial ambitions of Ryan Reynolds and his partner, highlighting a potential conflict between community interests and the international goals of a brand rooted in local history.
Total immersion in your living room!
Meta Quest, the official VR headset of the NBA, will broadcast some of the league’s hottest games in 180-degree immersion in Xtadium until the end of the season. Tech-savvy fans will have the chance to watch the game from their own virtual courtside seats. How is this technological immersion revolutionizing fan engagement and marketing opportunities? Strap on your headsets, the game rules are changing significantly!
SNAPSHOT
As Canadian as fun can get
Camden teams took to the ice and demonstrated flawless cohesion and competitiveness for the curling tournament organized as part of our mid-January seminar in Magog, Estrie. Never in the history of curling has the ice been so well swept!
BY THE NUMBERS
$27,495
Against all odds, the Montreal Alouettes clinched the 2023 Grey Cup victory. Following their win, player Marc-Antoine Dequoy delivered a heartfelt reaction that received mixed reviews across Quebec, Canadian, and even French media outlets.
According to Mesure Média, this coverage in La Presse+ resulted in a reputational gain valued at $27,495 for the Alouettes.
EARWORTHY
Igniting your business sense with Andre De Grasse
Six-time Olympic medallist Andre De Grasse’s commitment on and off the track is rooted in a desire to inspire and empower Canadian entrepreneurs to reach their potential. With the launch of ADG Ignite Ventures, Andre is leveraging the power of his personal brand while looking to compete on the world stage at the next Olympic Games.
