This article discusses the transition from one sponsorship to another.

Getting Started

Introduction to the article (perhaps by having everyone read it):

Survey the class to see if they watched any of the Olympics or Paralympics during the summer. Ask them what their favourite event was. Also, did they notice the athletes’ clothing and do they recall who was the official clothier of the athletes for the Tokyo games?

Subject Area(s) covered

Marketing, sponsorship

Study and Discussion Activity

Key things students can learn from this lesson

Students will learn the value of sponsorship to an overall marketing plan.

Action (here’s how we’ll do it)

  • Tell the class that Lululemon is now going to be the official clothier to the Canadian Olympic and Paralympic teams. Using a Think-pair-share, have students discuss why Lululemon would be interested in this sponsorship role.
  • Ask them if they know what it means to be the official clothiers of the teams.
  • Distribute the article for reading.
  • In small groups, either in meeting rooms online, or in class, have students discuss how this sponsorship would fit within an overall marketing strategy for Lululemon.
  • See if the students understand why the company would want to do this.
  • Lululemon has launched the Future Legacy Bag as a retail give back item. Why would they do this?

Consolidation of learning

  • The Hudson Bay Company was the official clothier of the games for 16 years. Discuss how they might have benefitted from this.
Success and Additional Learning

Success Criteria:

  • Students understand that sponsorship is one more marketing tool that a company can use to get its name out in a positive way.

Confirming Activities:

  • Many Canadian companies sponsor various not-for-profit groups and activities. Have students identify two in their community and do a brief write-up on the value this sponsorship could bring to the organization.

Activities to do together

  • In addition to sponsoring not-for-profit groups and activities, many Canadian companies also sponsor buildings.  Students should look around their community and identify as many buildings as they can that are named for a sponsor.  What do they think the value is in that?