Calgary Stampede

Calgary Stampede is a nonprofit community organization preserving and promoting western heritage and values through its world-renowned 10-day Stampede and year-round facilities, events, youth and agriculture programs.

When ESP began working with the Stampede, the organization was facing several challenges, including a sponsorship fee range that was too broad, with fees from $1,500 to as much as $500,000; a sales and servicing team comprised of volunteers; and untapped, undervalued assets that were being sold piecemeal.

ESP began by mining the Stampede’s untapped assets and valuing its new sponsorship packages at fair market value. We created a long-term plan to transition existing partners into more valuable, year-round partnerships and recommended fewer but bigger relationships. At the same time, the strategy provided opportunities for sponsors that wanted to be involved in a smaller way that did not require as much servicing by the Stampede.

Two years after implementing the ESP plan, the Stampede had increased average sponsor rights fees by nearly 40 percent. The property’s beer sponsor’s increased its commitment by 75 percent and its telecommunications sponsor did the same by more than 80 percent.

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