As the news continues to unfold about Bell's decision not to renew their lead sponsorship with the Toronto International Film Festival, it's a reminder that even the most fruitful partnerships can sometimes come to an end. As a property, TIFF certainly seems to be approaching this reality in the right way – celebrating a partnership that began in 1995 and a partner that clearly helped to advance both the event and the industry in an incredibly positive way.
We experienced a similar situation recently when one of our clients, Curling Canada, was told their long-time partner Tim Hortons would not be returning as Title Partner of the Brier. Once the natural feelings of disappointment had been overcome, Curling Canada used the 2023 Brier as a stage to express their gratitude and appreciation for the journey they had taken with Tim Hortons over almost 20 years. Together with UNITE Partnerships Inc., they then turned the page and focused on the next chapter of this iconic Canadian event. We can’t wait to share who the next Title Partner will be!
Change is constant in today’s world for brands and properties alike, and sometimes this change results in the end of a long-standing partnership. Properties should take the opportunity to reflect, identify what changes or improvements they may want to make, and determine what kind of partner best aligns with their mission and values as they move forward. While situations like this will obviously make a property anxious for what the future may hold, they should also approach the transition with a sense of optimism. There is always another chapter to be written.
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Congratulations, FCB Global team! 👏