News Releases

CALGARY, ALBERTA--(Marketwire - July 7, 2011) - Cowboy fashion may hit a new level as William and Catherine, the Duke and Duchess of Cambridge, prepare for their next stop on the Royal Tour - the Calgary Stampede. The Royal Couple will be in Friday's Stampede Parade and take part in the official opening ceremonies. According to a new survey from BMO Financial Group, the couple has picked an iconic event considered to be one of the most important in Canada.

The new survey, conducted by Leger Marketing, shows the Calgary Stampede (10 per cent), the Grey Cup (13 per cent), the Canadian National Exhibition (12 per cent), and the Toronto International Film Festival (11 per cent) are considered to be the most important annual events in Canada to attend.

Albertans are the most likely to say the Stampede (27 per cent) is the most important Canadian event to attend. However, the positive sentiment around the event does not stop in Alberta, with nearly half of Canadians (44 per cent) saying that if money were not a factor, they would likely attend the Stampede in the next five years.

"Our study tells us that Canadians see the Stampede as a great Canadian tradition, one that BMO is proud to have had a relationship with for nearly a century," said Sandy Bourne, Vice-President, Sponsorships, BMO Financial Group. "This year, we will be celebrating Alberta's ever-important agriculture industry with the BMO Farm Family Awards, and continuing the fun with families on BMO Kids' Day. The Stampede is an important event for us to connect with our customers and visitors from around the world."

The survey also shows that if money were not a factor:

• 62 per cent of Albertans say they would likely attend the Calgary Stampede over the next five years
• Those under 65 (47 per cent vs. 33 per cent of those 65+) are more likely to visit the Calgary Stampede in the next five years
• Those with children under 18 living at home (55 per cent vs. 39 per cent with no children) are more likely to visit the Calgary Stampede in the next five years.

About BMO's Sponsorship of the Calgary Stampede

BMO has been the official bank of the Calgary Stampede since the first Stampede in 1912 and a sponsor for 31 years. This year, BMO will host family-fun events such as the BMO Farm Family Awards, BMO Kids' Day and the 10-day BMO Kids' Zone. The partnership includes the title sponsorships of the Farm Family Awards, honouring the contribution of those working in the agriculture industry, and BMO Kids' Day on July 13, which welcomes more than 25,000 people annually for a free pancake breakfast and plenty of fun family entertainment. BMO Centre in Stampede Park is one of the largest consumer/trade show facilities in Western Canada, and was awarded the Consumer's Choice Award as the city's favourite banquet and reception hall.

The BMO survey was completed on-line from June 27 to 30, 2011, using Leger Marketing's online panel, LegerWeb. A sample of 1576 Canadians, 18 years of age or older were surveyed with a margin of error of +/-2.5%, 19 times out of 20.