The Canadian Colleges Athletic Association is well positioned to offer tremendous marketing opportunities to corporations interested in targeting the college market.

The CCAA can not only assist companies in promoting and selling products and services to 109 post-secondary institutions in Canada but can also serve as a vehicle to reach approximately 9,000 intercollegiate athletes, 100,000 sports and fitness participants, more than 300,000 full-time students and nearly 2,000,000 part-time students.

In recent years, the CCAA has focused its attention on implementing several marketing initiatives to not only promote the organization and its programs but also provide vehicles for sponsors and corporate partners to market their products and services to college athletic departments as well as individuals attending or working at Canadian community colleges.

Member Colleges' Marketing Incentive Program

The introduction of the Member Colleges' Marketing Incentive Program (MIP) has provided the CCAA with a mechanism to encourage member colleges to participate in CCAA marketing activities which thereby increases the value of the CCAA programs on campus.

Benefits are assigned through two components of MIP. A "Frequent Buyer" program enables member colleges to reduce their CCAA membership fees while an end-of-year "Sweepstakes" provides opportunities for athletic departments to win products and services which can be used in their respective athletic programs.

Adopt-A-Team Program

Colleges spend in excess of $300 000 to get teams to National Championships. As a result, getting there is half the battle. In order to assist teams, the Adopt-A-Team Program was initiated. Corporate sponsors are invited to "adopt-a-team" and assist with their travel to a CCAA Championship Tournament. Participating corporations will be matched with a conference championship team or wild card team of their choice. In return, the corporate partners receive the following benefits: special decal affixed to the side of the van used by the team for ground transportation during the championships, corporate banner exposure at the championship site for the duration of the tournament, recognition in the Championship Program, an autographed team picture mounted on a special commemorative plaque, recognition on the CCAA website and designated "sponsor team" will wear a corporate crest on its uniforms during the championship tournament.

Event Sponsorship

The CCAA hosts nine National Championship Events (men's & women's soccer, men's & women's basketball, men's & women's volleyball, badminton, golf, and cross country running). Corporations have the opportunity to sponsor these events and receive high exposure and great benefits in return. Brand/brand awareness is built through the sponsorship of National Championships. This awareness is achieved through pre-event promotional campaigns, on-site retail sales and sampling opportunities, on-site signage, advertising in the event program and poster and PA announcements throughout the event. The sponsor will also receive tickets and VIP passes.

Product of the Month

This Sponsorship Program creates an on campus sampling opportunity for the sponsor. The CCAA coordinates the distribution of the samples to selected campuses across Canada. These sample products are used as promotional items or giveaways at college athletic events. Promotional support of this program includes posters, press releases, product display at events and PA announcements. The product receives exclusivity for the entire month.

Top Ten Ranking

An advertising opportunity for corporations to obtain exposure through a recognized media property. Weekly national rankings of top ten CCAA teams in soccer, volleyball, and basketball are distributed to all colleges and posted on the CCAA website. Promotional support includes a Top Ten Poster for colleges for weekly releases in which the sponsor's logo is displayed and advertising in the CCAA Directory. In addition, regular coverage by Canadian Press takes place.

CCAA Awards Program

This "performance" image program focuses on the achievement of the student athlete, coach, Athletic Director or college program. Each year the CCAA recognizes the yearlong accomplishments of the best intercollegiate athletes with All Canadian Awards. During the months of October, November, January, February and March, one male and one female athlete (from soccer, basketball, volleyball and badminton) are selected as the Athlete of the Month. Other CCAA Awards include Player of the Year, SIRC-CCAA Academic All Canadians, Most Valuable Player, All Tournament Team, Fair Play, Athlete of the Year, Coaching Excellence, Athletic Director, and Awards for Innovation and Community Service Awards.

CCAA Directory/Website/Poster/Programs

These are advertising vehicles that provide extended reach and leveraging potential. The CCAA Directory is produced annually in August and is distributed to all member colleges, Canadian universities and member sport organizations. It is an excellent resource guide for athletic department personnel and provides a lasting presence for the advertiser. The CCAA website is an excellent location for advertising as it reaches an extremely large and broad audience. The Event Programs and Posters are produced for all CCAA National Championships.

Be Part of the Team! Interested in becoming associated with the CCAA? Contact Ryan Kuhn