The Grassroots Advantage

Grassroots can be defined as “an essential foundation or source”.

In a Canadian sports context, grassroots refers to minor hockey, youth soccer, softball, swimming lessons and all other organized recreational activities that involve participants and their families.

All grassroots sports programs that are organized for children and adults at the amateur level lay the foundation for the enjoyment of the sport, skill level development, interest in long term participation and healthy living.

As an essential part of Canadian sports, the grass roots level is an untapped environment for advertisers that brings forth a lot of passion, feeling of commitment and tons of positive energy from many members of each community. This passion, commitment and positivity are not only derived from the sport, but also from the association it has with family and friends. A parent that watches their child score their first goal, or a grandparent who gets to spend the day with their loved ones while cheering on their grandchildren, are going to have this positive connection with the sport and everything surrounding it (including sponsors!).

Parents, grandparents, coaches and even players become very loyal to and appreciative of their sponsors…not only because of the connection between the sponsor and the sport that they spend their time with, but also because they know that when a company sponsors a team or an event, it helps their family directly, by keeping costs down.