Sponsor Spotlight: C100 FM & 101.3 THE BOUNCE
Originally printed in Sport Quarterly, September 2009
When the opportunity arose for CHUM Group radio stations C100 FM and 101.3 The BOUNCE to become the official media partner of Sport Nova Scotia earlier this year, the group jumped at the chance to get involved.
“It’s something we’ve wanted to be involved with for a long time,” says Matt Cleveland, marketing director for the two popular metro radio stations. “We were aware of the many great events that Sport Nova Scotia is a part of. It just so happened that there was an opening, so we jumped on it.”
For Cleveland, working with Sport Nova Scotia was a ‘no-brainer’. The Cole Harbour native says he knows first-hand how sport can play a huge role in a young person’s life.
“I came from a background that wasn’t great, and the opportunity to get involved with sports put me on the right path,” says Cleveland, who grew up playing baseball, basketball and football.
“I do credit organized sports in our province for helping me become the person I am today,” he says. “I think there are a lot of stories out there like (mine). That, to me, is the first good reason to get involved with something like Sport Nova Scotia and help the youth in our province.”
As official media partner of Sport Nova Scotia, C100 FM and 101.3 The BOUNCE are heavily involved in Sport Nova Scotia programs and events including KidSport™, the Manulife Dragon Boat Festival, the IKON Sport Awards, Sport Makes a Difference, Milk Sport Fair, Sportscape and Sport Sunsweep. They’re also the official sponsor to Team Nova Scotia at the Canada Games.
It’s a hands-on partnership: the radio stations provide airtime to generate publicity and traffic for the Sport Nova Scotia events as well as to thank partnering sponsors publicly. They’ll also often supply MCs for events or volunteers to help out.
For example, 101.3 The BOUNCE co-hosted the IKON Sport Awards in June, while C100 entered a boat in the Manulife Dragon Boat Festival and also provided MCs for the opening and closing ceremonies.
“Basically we do whatever the sponsorship requires,” Cleveland says. The radio stations have long played an active role in the community. C100 FM hosts the annual IWK Radiothon to raise money for the children’s hospital, and the three-day event generated more than $360,000 this past February.
The station is also a major sponsor of the Canadian Breast Cancer Foundation. They’re hosting an event called ‘Bras across the Bridge’ on September 19. All funds raised from that event will benefit Team Moya from the C100 Breakfast Club who will be taking part in the Run for the Cure on October 4.
“When we sponsor something, it makes sense for us as a radio station and for our community,” says Cleveland. “It’s a two-way street. We give our resources to an event and in return we get the satisfaction of being able to give back.”