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    Canada Basketball

    Matthew Thomson ; Tarak Saha

    • Reference: IVEY-9B10A014-E

    • Year: 2010

    • Number of pages: 12

    • Geographic Setting: Canada

    • Publication Date: Aug 19, 2010

    • Source: Ivey Business School (Canada)

    • Type of Document: Case

    • Industry Setting: Arts, Entertainment, Sports and Recreation;

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    Description

    The new chief executive officer (CEO) of Canada Basketball (CB) is looking back on a very successful 2009 - all four of the country's national teams qualified for their respective World Championships. CB is starting to enjoy serious on-court success, but the CEO is concerned about the program's long-term financial sustainability; he is faced with major cuts to his government funding and is seriously concerned about obtaining private sector funds in a year when both the World Cup and Winter Olympics have already accounted for so many potential sponsor dollars. He is faced with using marketing to create new and reliable revenue streams for CB to help its on-court success.

    Keywords

    Athlete Development Athlete Retention Brand awareness financial stability Government relations sponsorship