Madam Chairman, there are various purposes that are served by a sponsorship initiative. One purpose is to support the event or activity to which the sponsorship is committed. Another purpose is to promote and explain the programs and services of the Government of Canada across Canada. Exposure at major national sporting events or cultural events can be a good way to communicate with a large number of people in a concentrated area.
There are a variety of purposes to be served here. I do not think there is one single purpose or one single formula that would suit the sponsorship initiative in all cases. There has to be a little flexibility. As we identify the problem areas and move forward in a way that is constructive for the future, I would look forward to having the advice of members of parliament, in terms of the kind of activities or the magnitude of activities that would be appropriate in terms of future terms and conditions.
I take it the hon. member is suggesting that there is more merit in a sponsorship program focusing on smaller, more community oriented activities than larger and more commercial types of activities. That is a representation that I am happy to take into account. It perhaps goes to the credibility of the program and I would want the program to be credible.