Page 21 - 2016 Year In Review

EDMONTON OILERS, NHL: After a fractured collarbone shortened Connor McDavid's rookie-season, McDavid
will no doubt look to usher in a new era in Edmonton as the Oilers move into their new downtown arena,
Rogers Place. The arena and surrounding district promotes itself as the new “era of entertainment” in
Edmonton and represents a rare opportunity for sponsors like Rogers, Scotiabank, Canadian Tire, Molson,
Boston Pizza, and Ford to become founding partners and enablers of economic growth in a region. In
addition to the young stars, the hiring of head coach Todd McLellan provides optimism for a better on-ice
product this season. Over the last seven years, Edmonton has had six coaches, forcing the team to
constantly adopt new systems. However, McLellan, along with the addition of Wayne Gretzky as Partner and
Vice Chairman to the Oilers Entertainment Group, brings stability and a consistent message to the club. If
the team can stay healthy, McDavid, McLellan, and Gretzky could lead Edmonton to its first NHL playoff
appearance in over 10 seasons, translating to increased interest in the Oilers as a sponsorship property.

CHICAGO CUBS, MLB: Under the ownership of the Ricketts family
(known for handing out baseballs to kids at the stadium on gamedays),
the Cubs put together one of the most impressive seasons in the
team’s history, winning the World Series in extra innings of Game 7.
While brands like Anheuser-Busch and Under Armour have been Legacy
Partners since 2014, the Cubs have recently announced plans for
enhanced activations with partners like American Airlines. The Cubs'
recent success on the field has also translated to endorsement
opportunities for star players. This year, Arrieta was unveiled as the
latest ambassador for men's clothing brands Mizzen+Main and Saxx
Underwear, and Kris Bryant has been prominently featured in
campaigns for adidas and Express.

TORONTO MAPLE LEAFS, NHL: With the Chicago Cubs ending their
championship drought, many people in Toronto are looking to the Maple
Leafs and hoping their team will be able to accomplish the same. The
Maple Leafs have always been a top property in Toronto, but optimism
has been rising due to first overall pick Auston Matthews who scored four
goals in his first NHL game. The Leafs are also in the midst of celebrating
their centennial season, which will have them host the Scotiabank NHL
Centennial Classic in Toronto, and they have also unveiled the top 100
Maple Leafs of all time presented by Canadian Tire. The Maple Leafs
currently have a new campaign titled “Stand Witness,” which focuses on
the team's bright future. With a renewed interest in Toronto and a bright
future, the Maple Leafs provide sponsors with a valuable opportunity to be
present for future winning seasons in Toronto.

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