In 2007 Canon celebrated the 20th anniversary of their famous EOS camera and the launch of the revolutionary Canon DSLR. Canon New Zealand approached Sports Inc with the desire to create an event to celebrate the occasion in style while at the same time winning over a key group of the company's key clients - sports photographers.

Sports Inc's solution was to invite Neil Leifer, the world's most celebrated sports photographer, to New Zealand to exhibit his famous Muhammad Ali collection. The enue for the exhibition was the Southern Hemisphere's tallest building, Auckland's iconic Sky Tower.

With over 200 Sports Illustrated and Time Magazine covers to his name including the Sports Illustrated 'Photo of the Century' (Ali vs. Liston). Neil and his exhibition
proved an overwhelming success helping to over deliver on Canon's marketing objectives.

Over NZ$600,000 media value of publicity was generated for the event, visitation numbers to the Sky Tower were up 7% year on year and over 100 sports photographers from around the country travelled to Auckland to take part in Neil Leifer's photography workshop.

The event was nominated as a finalist in both the International Sports Marketing Event Awards (United Kingdom) and the New Zealand Sports Sponsorship Awards.