JMolson Coors Brewing Co. put the brakes on its sponsorship of
the Molson Indy in its hometown of Montreal yesterday, saying it
plans to focus its Quebec promotional dollars on more music and
entertainment events...
Bob Stellick, who advises companies on sports sponsorship,
said the Indy has been successful for Molson, but may have been
too expensive. He said the rule of thumb is that for every
dollar a company spends on sponsorship rights, it should spend
$3 to leverage them.
Molson appears to be shifting from sponsorship of big budget
marketing events to more targeted marketing strategies, said
Mr. Stellick, of Toronto's Stellick Marketing Communications
Inc.
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