Today, I want to share how our client, Skate Canada BC/Yukon, successfully attracted strong corporate sponsorship—and how you can use their blueprint to increase sponsorship in your organization.
Skate Canada BC/Yukon is a thriving figure skating association committed to growing the sport, nurturing elite athletes, and fostering a vibrant, welcoming community. Through strategic member engagement, they’ve secured long-term funding from high-profile sponsors.
A cornerstone of their success? An up-to-date, inspiring, and user-friendly website that serves as the communication hub for members, athletes, volunteers, and sponsors. Today, the Association continues to grow—attracting people of all ages and delivering value to sponsors.
Skate Canada’s leadership understands that to stay relevant—and appeal to new sponsors—they must adapt. They invest in new technologies, building a dynamic online community via their website and social media. A strong digital presence strengthens the association and makes it much more attractive to sponsors looking for broad exposure.
Skate Canada’s website supports live video streaming of major competitions—archiving videos for on-demand viewing by skaters and fans around the globe. On competition weekends, the site draws 50,000+ pageviews, giving sponsor logos massive visibility both in the arena and online.
Tip: Leverage video to connect with your audience and offer sponsors prominent exposure—on uniforms, equipment, or streaming platforms. Archive these assets on your website and YouTube to maximize reach.
Sponsors want transparency—they want to see the impact of their support. Skate Canada delivers through its annual awards gala, spotlighting sponsors and tying their donations directly to skater development. Their website also features a sponsor page and regularly celebrates achievements on social media, keeping sponsors in the spotlight all year.
Tip: Dedicate space on your website to sponsor recognition and use compelling content to highlight their impact. Remember to recognize sponsors at live events, through email, and on social channels.
A robust and engaged volunteer base is the backbone of amateur sport. Skate Canada goes above and beyond to honour volunteers—both online and at special events—showcasing their essential role and fostering a positive organizational culture. Celebrating your volunteers' commitment publicly builds loyalty, while validating the important work being done. A side benefit is that some volunteers also become sponsor advocates.
Corporate sponsors are often closely linked to engaged members—think parents or enthusiasts inspired to support the cause. Skate Canada’s leadership is actively present within their community, communicating directly and encouraging relationships that often lead to sponsorship.
Tip: Use your website and social platforms to facilitate two-way conversations with members, sponsors and volunteers. Consider adding forums, blogs, or member groups to deepen connections.
Skate Canada BC/Yukon’s story shows that attracting strong corporate sponsors depends on innovative member engagement, a modern digital presence, and ongoing recognition of those who make the organization thrive. The more you invest in your sponsor and member programs, the more rewards you’ll see in return.
Ready to learn actionable engagement strategies? Download our white paper below and start transforming your approach today.