First in-depth study in Canada - ethnicity & sports
This is a project I have been eager to get off the ground for a long time! I am happy that I can partner with Charlton Insights to bring this project to life.
Canada’s diversity offers tremendous opportunity for brands and rights holders, but it also means there is a need to understand our unique Canadian footprint.
For brands, the challenge is how to continue to grow its client base and its reach by being relevant, leveraging its sponsorship assets. Or to identify those sports that are the right fit to meet brands’ strategic objectives.
Rights holders have a common challenge: how to grow their fan-bases. For example, how many new Canadians and leading ethnic groups (Chinese, East Indian, Filipino) are a fan of the Vancouver Canucks or Toronto Maple Leafs or other teams? In which sports are Chinese fans most interested? And importantly, WHY are they interested in a sport or why not?
Having an in-depth understanding of these questions and others is critical to successfully developing strategies to grow and engage with a new fan and client base. As well, it will also allow the industry to identify how to develop grass-roots programs that will ensure that sports to continue to attract new participants.
We have taken the initiative through a syndicated study to better understand sport fan and sport participation behaviour in our ethnically diverse Canada. When you dig into ethnicity in Canada (48% of those living in Toronto and 44% living in Vancouver are born outside of Canada – in total, 23% of Canadians are born outside of Canada) it becomes clear that Canada has a unique ethnic footprint. It is also clear that Canada is changing.
Attached is an overview of the study. We also have a more detailed deck that gives a full overview of the study. We hope you will take some time to consider this unique initiative. It’s our objective to run this annually and build greater insights in our great diversity that is part of Canada’s DNA.
Feel free to reach out if you have any questions!
Championing Cultural Heritage and Bright Futures | Advocate for Historical Preservation, Community Empowerment & Sustainable Progress
6 年Thanks for sharing!
President / Managing Partner of TLN Media Group, Canada’s most influential multicultural media company
6 年Understanding the interplay between ethnicity,language and sports enthusiasm is an important marketing opportunity. But have you overlooked the fact that Hispanics/Spanish speakers represent Canada's largest minority language community? Perhaps not in BC and Alberta, but on a national basis, Census data has recently confirmed that fact.
Real Estate Agent - Central Calgary REAL BROKER
6 年Grat work Yoeri. That I'm sure would be an interesting read.