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
Poilievre will do 'anything to win,' must condemn Alex Jones endorsement: Trudeau
Prime Minister Justin Trudeau is ramping up his attacks on Conservative Leader Pierre Poilievre as he promotes his government's federal budget.
'My stomach dropped': Winnipeg man speaks out after being criminally harassed following single online date
A Winnipeg man said a single date gone wrong led to years of criminal harassment, false arrests, stress and depression.
Ukraine uses long-range missiles secretly provided by U.S. to hit Russian-held areas, officials say
Ukraine for the first time has begun using long-range ballistic missiles provided secretly by the United States, bombing a Russian military airfield in Crimea last week and Russian forces in another occupied area overnight, American officials said Wednesday.
'One of the single most terrifying things ever': Ontario couple among passengers on sinking tour boat in Dominican Republic
A Toronto couple are speaking out about their 'extremely dangerous' experience on board a sinking tour boat in the Dominican Republic last week.
All Alberta wildfires to date in 2024 believed to be human-caused: province
There are 63 wildfires burning in Alberta's forest protection area as of Wednesday morning and seven mutual aid fires, including one in the Municipal District of Peace.
7 surveillance videos linked to extortions of South Asian home builders in Edmonton released
The Edmonton Police Service has released a number of surveillance videos related to a series of extortion cases in the city now dubbed 'Project Gaslight.'
Suspects waving weapons, smashing glass in Toronto jewelry store robbery caught on video
Arrests have been made after five men were captured on video rampaging through a jewelry store in Toronto, waving weapons and smashing glass display cases.
New evidence challenges the Pentagon's account of a horrific attack as the U.S. withdrew from Afghanistan: CNN exclusive
New video evidence uncovered by CNN significantly undermines two Pentagon investigations into an ISIS-K suicide attack outside Kabul airport, during the American withdrawal from Afghanistan in 2021.
Pilot proposes to flight attendant girlfriend in front of passengers
A Polish pilot proposed to his flight attendant girlfriend during a flight from Warsaw to Krakow, and she said yes.