Change to Calgary Stampede stage a sign of cautious sponsors
The Calgary Stampede's Coca-Cola stage will have a full lineup of big Canadian bands – but the branding is taking the year off.
"So this year it’s the Stampede Summer Stage," said Kristina Barnes, spokesperson for Calgary Stampede. "It will be back next year as the Coke Stage in a different location."
The stage is moving because of construction extending 17th Avenue.
The Stampede Summer Stage will have performances from The Trews, The Sheepdogs, Classified and Blue Rodeo among others, but the classic Coke name won't be framing the shows.
The Stampede sponsor is one of several big players changing the way they approach their sponsorship commitments this year.
Neither Stampede officials nor Coca-Cola would explain the decision any further.
The change isn't a total surprise says one marketing professor.
"This is really a time when it's not a guarantee that you'll be creating the experience that you want to associate with your brand," says AnneMarie Dorland, assistant marketing professor with MRU's Bissett School of Business.
"It's not a guarantee that your consumers will have the feelings you want them to feel when they see you associated with this event, so it really has moved things around for participants.”
Nutrien has said it will continue with its sponsorship commitments, but will make unspecified adjustments to their staff's presence on site.
“While our financial commitment remains the same as previous years, like the Stampede, will be proceeding with a modified plan that is focused on safe engagement,” the agriculture giant said in a statement Thursday.
The statement goes on to say they will encourage all staff to be vaccinated.
WestJet says it will continue with its sponsorship, but will donate its advertising space on site to messages encouraging vaccinations.
Dorland says the fact that the Stampede has held on to its sponsors through the pandemic is a testament to confidence in the organization.
"It says to me they have an excellent sponsorship team internally at the Stampede, and that they've been working very, very hard."
The Stampede says it will also be limiting attendance this year to about half normal years in an effort to reduce crowding. It will also add additional space around concessions and midway rides to help with physical distancing.
CTVNews.ca Top Stories
DEVELOPING Police in several cities to increase presence ahead of Oct. 7 anniversary
On the anniversary of the Hamas-led attacks in Israel, police departments in cities across Canada are increasing their presence in Jewish and Muslim communities, as well as at the locations of planned protests.
Israelis, scarred and battling on multiple fronts, mark a year since Hamas' Oct. 7 attack
Israelis were holding vigils and sombre ceremonies on Monday to mark a year since the Oct. 7, 2023, Hamas attack, the deadliest in the country's history, which sparked the war in Gaza and scarred Israelis indelibly.
DEVELOPING Milton increases to a Category 2 hurricane as Florida prepares for massive evacuations
Milton increased to a Category 2 hurricane early Monday as Florida gears up for what could be its biggest evacuation in seven years as the storm heads toward major population centres including Tampa and Orlando.
Madonna's brother, Christopher Ciccone, dead at 63
Christopher Ciccone, a multihyphenate artist, dancer, designer and younger brother of Madonna, has died. He was 63.
Beef jelly tongue products sold in London, Kitchener and southwestern Ontario recalled
The Canadian Food Inspection Agency has issued a recall due to possible Listeria contamination for more than a dozen brands of beef jelly tongue products sold in Ontario.
Timeline: What has happened in Canada since Oct. 7, 2023
The Oct. 7 attack by Hamas fighters on Israel last year, and the immediate Israeli retaliation that followed, sent shockwaves throughout the world that have shaken Canada culturally and politically.
Lawyers for Madeleine McCann suspect seek acquittal in his German trial on unrelated sexual offence charges
Lawyers for a man who is also under investigation in the 2007 disappearance of British toddler Madeleine McCann called on Monday for him to be acquitted in his trial on charges of unrelated sexual offences.
Rare cloud formations ripple the sky over Ottawa
A unique form of clouds made an appearance over the skies of Ottawa on Sunday evening.
Fighting in Sudan's North Darfur kills at least 13 children, UNICEF says
Fighting between the Sudanese military and its rival paramilitary in Sudan 's North Darfur killed at least 13 children and injured four others, UNICEF said.