I think from a sponsor point of view that corporations today are looking for relationships that they can extend in community. In the 1980s and 1990s, it was all about events, but now corporations want to be able to talk to their 500 Canadian Tire stores. We in sport need to be better, and government needs to help encourage our sports to create programs that can live in every community where we have clubs, and against the learn-to space versus the elite space. If you construct it right, corporations are looking to support this.
On November 26th, 2013. See this statement in context.