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2012 Sponsorship Marketing Awards, And The Winners Are…

Earlier this week, the Sponsorship Marketing Council of Canada hosted the 2012 Sponsorship Marketing Awards at an event in downtown Toronto.

General Motors of Canada took home the Best of Show trophy for its Chevrolet Hockey Helmet Program, Scotiabank, which took home three awards; and BMO, CIBC and Kraft Foods each winning two awards.

Here is the complete list of winners for 2012:

Best of Show

  • “Chevrolet Hockey Helmet Program”


  • Gold Award: “Chevrolet Hockey Helmet Program”
  • Award of Distinction: “BMO Team of the Week”

Arts & Entertainment

  • Marilyn Michener Excellence in Arts & Entertainment Award (Gold Award): “CIBC IIFA Sponsorship”
  • Award of Distinction: “Scotiabank Nuit Blanche”

Small Budget (less than $100,000 annually, including rights fees and activation)

  • Gold Award: “Ready to Bet with Mise-o-jeu!”
  • Award of Distinction: “TD Festival of South Asia”

Media Sponsorship (activation of sponsored programs experienced primarily via media such as broadcast, print, online, etc.)

  • Gold Award: “Scotiabank Hockey Day in Canada”
  • Award of Distinction: “Kraft Celebration Tour”


  • Award of Distinction: “IBM ‘Business 2 Business’ ”

Cause (not-for-profit programs)

  • Gold Award: “Rickard’s is a Proud Partner of Movember Canada”
  • Award of Distinction: “Canadian Breast Cancer Foundation CIBC Run for the Cure”

Special Interest (activation of sponsored programs created in areas other than Sports, Arts & Entertainment, or Cause)

  • Gold Award: “BMO Calgary Stampede”
  • Award of Distinction: “À Table avec Metro”

Sustained Success (three or more consecutive years’ duration)

  • Gold Award: “Scotiabank Community Hockey Sponsorship Program”
  • Award of Distinction: “Kraft Hockeyville”