Continuing with a century-old partnership, BMO Financial Group hitched part of its marketing hopes for the next decade on the Greatest Outdoor Show on Earth.
In the new deal announced yesterday at Calgary Stampede headquarters, BMO wrangled the naming rights of the newly expanded Roundup Centre for the next 10 years, with the name changing to the BMO Centre.
“We’re very excited that BMO has deepened its relationship with the Calgary Stampede — this is the largest corporate sponsorship in Stampede history,” said Vern Kimball, Calgary Stampede CEO.
Though no financial terms were disclosed, the sponsorship deal elevated BMO into the highest level of Stampede sponsorship — the Champion level — which comes with a minimum price tag of $375,000 annually, according to Stampede officials.
It’s an ambitious partnership in lackluster economic times, admits Ted McCarron, BMO senior VP, Prairies division, but he said his organization is looking far beyond the immediacy of today’s economic landscape and to the future.
“One can’t think of the current economic conditions and make decisions based on just one or two years,” McCarron said, acknowledging the tremendous brand value a partnership with the Stampede brings to the financial institution.
“I think we think of this sponsorship and our relationship and our marketing opportunities over a long, long period of time.”
BMO has been the banker for the Calgary Stampede since 1912, and has been a major sponsorship partner of such Stampede events as the Farm Family Awards for the past three decades.
The Calgary Stampede recently scored 93 out of a possible 100 points in the International Event Group’s ranking scale, making it one of the highest ranked sponsorship properties in North America.