Question
In August 2017, Scotiabank agreed to a landmark 20-year sponsorship agreement with Maple Leaf Sports & Entertainment (MLSE) to rename the Air Canada Centre to
In August 2017, Scotiabank agreed to a landmark 20-year sponsorship agreement with Maple Leaf Sports & Entertainment (MLSE) to rename the Air Canada Centre to Scotiabank Arena, effective July 2018. The deal also secured Scotiabank as the Maple Leaf's official bank and Tangerine as the main sponsor of the Raptors.
How can Scotiabank extract value from this deal? Specifically, what revenue streams can the Bank generate, approximately how much can these revenue streams generate over the lifetime of the deal, and how would you approach capturing this value?
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Answer Scotiabank can extract value from the sponsorship deal with MLSE in several ways generating revenue streams and enhancing brand visibility Here ...
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Understanding Financial Accounting
Authors: Christopher Burnley, Robert Hoskin, Maureen Fizzell, Donald
1st Canadian Edition
1118849388, 9781119048572, 978-1118849385
