David G. Wilkinson is president of The Wilkinson Group, a Toronto-based international event marketing, education and strategic planning company.

Donna LeBlanc is research co-ordinator for the Event Marketing column, which appears in each issue. Contributions, ideas, media releases and feedback should be directed to Donna at (416) 510-1692, or fax (416) 510-1694.

The eighth annual Molson Indy, recognized as one of Canada’s premier sporting events, returns to Toronto’s Exhibition Place July 16-18.

The race attracts more than 150,000 spectators over the three days and will reach a worldwide tv audience in 70 countries, including live coverage by cbc in Canada and same-day coverage by abc in the u.s.

There are two levels of sponsorship available, with the primary difference being that ‘major’ sponsors receive broadcast tv signage exposure and ‘local’ sponsors do not.

Sponsorship agreements are tailored to the individual company’s needs and objectives, however, the programs share several key fundamentals; sponsors have the right to market their affiliation with the race and the use of the event’s distinctive logo in all promotional and advertising materials, and, in most cases, they also receive product category exclusivity.

The highly charged atmosphere can also be used to entertain clients and employees with options ranging from race tickets to fully catered hospitality suites on the start/finish line.

A total of 13 sponsors are confirmed for the 1993 race. Molson Breweries is the promoter of the event and retains title sponsorship, marketing the event under the Molson Export banner.

Cantel, General Motors, Mackenzie Financial, Pepsi-Cola, Player’s, Sony, Snap-On Tools and The Toronto Sun were inaugural sponsors and remain sponsors today.

Joining them are a diverse group of sponsors such as Japan Camera, Konica, Kmart and Sunoco.

For more information, contact the sales department at (416) 260-9800.

A Winning Promotion

The 1993 edition of two of Canada’s high profile professional racing series, The Esso Protec/ BF Goodrich F1600 Series and the Michelin Enduroseries, will run from May through October at Mosport Park, outside Toronto, le Circuit Mont-Tremblant, le Grand Prix de Trois-Rivieres, The Grand Prix of Halifax and the Grand Prix du Canada in Montreal.

The Esso Protec/BFGoodrich F1600 Series is an international open wheel formula race car series, and the Michelin Enduroseries is designed to showcase the speed and durability of more than 50 major automobile manufacturers’ current models.

Each series is televised and offers a comprehensive turnkey program of media, public relations and effective consumer promotion, and Canspan Advertising provides a ‘no-risk’ guaranteed return on sponsorship investment.

For more information or a formal presentation, contact John Van Leeuwen at (514) 487-6900.

Correction

This October, the Cleveland Cavaliers meet the Portland Trail Blazers at Toronto’s SkyDome for the annual NBA Pre-Season game.

Nabisco Brands is the title sponsor. Associate sponsorship is still available.

For more information, contact SkyDome vice-president of sales and marketing, Paul Clark at (416) 341-3148.