CGI's corporate sponsorship

Who: CGI, global IT and business process services company
What: Worldwide sponsorship of Cirque du Soleil’s touring shows.
When: Began in March 2006 as part of a 10-year deal.
Why: “CGI and Cirque de Soleil are organisations that shares the same teamwork and entrepreneurial spirit,” says Stephen Bosic, CGI’s director, communications and events. “More than this, we share a common heritage, beginning from roots in Quebec, Canada, and growing into worldwide enterprises.”
He adds that CGI chose to associate itself with a brand of common values and strengths in return for worldwide brand association, visibility and corporate hospitality.
“CGI have measured the value of the sponsorship through the business development opportunities and activities that it generates,” says Bosic, “and the exposure has been tremendous.”