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
Indian envoy warns of 'big red line,' days after charges laid in Nijjar case
India's envoy to Canada insists relations between the two countries are positive overall, despite what he describes as 'a lot of noise.'
Stormy Daniels describes meeting Trump during occasionally graphic testimony in hush money trial
With Donald Trump sitting just feet away, Stormy Daniels testified Tuesday at the former president's hush money trial about a sexual encounter the porn actor says they had in 2006 that resulted in her being paid to keep silent during the presidential race 10 years later.
U.S. paused bomb shipment to Israel to signal concerns over Rafah invasion, official says
The U.S. paused a shipment of bombs to Israel last week over concerns that Israel was approaching a decision on launching a full-scale assault on the southern Gaza city of Rafah against the wishes of the U.S.
Former homicide detective explains how police will investigate shooting outside Drake's Bridle Path mansion
Footage from dozens of security cameras in the area of Drake’s Bridle Path mansion could be the key to identifying the suspect responsible for shooting and seriously injuring a security guard outside the rapper’s sprawling home early Tuesday morning, a former Toronto homicide detective says.
Northern Ont. woman makes 'eggstraordinary' find
A chicken farmer near Mattawa made an 'eggstraordinary' find Friday morning when she discovered one of her hens laid an egg close to three times the size of an average large chicken egg.
Susan Buckner, who played spirited cheerleader Patty Simcox in 'Grease,' dead at 72
Susan Buckner, best known for playing peppy Rydell High School cheerleader Patty Simcox in the 1978 classic movie musical 'Grease,' has died. She was 72.
Jeremy Skibicki has 'uphill battle' to prove he's not criminally responsible in Winnipeg killings: legal analysts
Accused killer Jeremy Skibicki could have a challenging time convincing a judge that he is not criminally responsible for the deaths of four Indigenous women, a legal analyst says.
Bye-bye bag fee: Calgary repeals single-use bylaw
A Calgary bylaw requiring businesses to charge a minimum bag fee and only provide single-use items when requested has officially been tossed.
Alcohol believed to be a factor in boating incident after 2 men die: N.S. RCMP
Two Nova Scotia men are dead after a boat they were travelling in sank in the Annapolis River in Granville Centre, N.S., on Monday.