If you want your marketing to connect with younger demographics, then your best bet is to make sure that your initiatives are indisputably authentic and aligned with your values – especially when it comes to sponsorships. That’s the advice of today’s guest, Shannon Cole, head of brand marketing and sponsorship at Royal Bank of Canada (RBC). She joins us today to discuss RBC’s dedicated approach to sponsorships and the transformative impact of the RBC Training Ground program. Designed to identify and support Canadian athletes who might otherwise be lost in the system, this initiative has uncovered talents like Kelsey Mitchell, a former soccer player who won a gold medal in track cycling at the Tokyo Olympics. Discover how this program goes beyond traditional sponsorship, aligning with RBC's values to create authentic, life-changing stories that resonate with audiences. Shannon also discusses common mistakes made by marketers new to sponsorship and offers advice for aspiring marketers, before sharing her thoughts on AI, influencer marketing, and more. Join us for a fascinating conversation on how RBC leverages sponsorship to build meaningful connections and drive brand equity!
 

Key Points From This Episode:

• Introducing Shannon Cole, head of brand marketing and sponsorship at RBC.
• Shannon’s background in soccer and how it influenced her choice of school.
• Finding the balance between brand marketing and performance marketing.
• The key role that branding plays for banks in setting themselves apart.
• How RBC is using sponsorship to connect with younger generations.
• RBC’s proud history of sponsorships and long-standing partners, including the Olympics.
• A breakdown of the RBC Training Ground program and its origins.
• How the program identifies and supports under-resourced Canadian athletes.
• A program success story: Kelsey Mitchell's journey from soccer to Olympic gold in cycling.
• Evaluating sponsorship opportunities: key criteria and metrics.
• How RBC adapts its strategies to the digital era and changing consumer behaviors.
• The importance of authentic, value-aligned sponsorships for RBC.
• Common mistakes made by marketers new to sponsorship (and how to avoid them).
• Advice to marketers interested in pursuing a role similar to Shannon’s.
• Lightning round: influencer marketing, AI-powered marketing, and agencies.

Links Mentioned in Today’s Episode:

Shannon Cole on LinkedIn

Royal Bank of Canada (RBC)

RBC Training Ground Program

Mary DePaoli on LinkedIn
Kelsey Mitchell

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