Dairy Farmers of Canada – Fuelling Women Champions

Here’s a frightening fact: 99.6% of all sport sponsorship dollars go to men. Dairy Farmers of Canada set out to correct this with a fully integrated sponsorship platform designed to get – and keep – young Canadian women in sports.

The always-evolving program has included traditional media, “Champ Chats” where young girls meet their sports heroes, a national media partnership with TSN, and a first-of-its-kind research publication that fuelled the conversation online and in the news. It also led to the creation of the Champions Fund, which will provide twenty $5,000 grants to Canadian female athletes, teams, and organizations.