We are your sponsorship specialists.

Find out how we can help you put more revenue in your bottom line or strengthen your existing sponsorship investments.

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2015 Western Sponsorship Congress

Attend one of Canada’s largest sponsorship focused events located in Calgary, Alberta, Oct 19 – 21, 2015.


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Municipal Workshop

This workshop will offer insights and case studies in Canadian municipal sponsorship programs.  Learn how to get in the business, build a case for support and engage procurement across all areas of a municipality.

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Activation Workshop

Sponsorship without an activation strategy is like a car with no motor.  This workshop will help you to establish measurement and get creative with activation.

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Learn More About Sponsorship

View our White Papers & Tools here

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New to Sponsorship?

We define the industry terms you need to know.

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About Us

The Partnership Group – Sponsorship Specialists® develops innovative sponsorship programs for corporate sponsors and sponsorship selling properties. With 15 years of experience, we are leaders in our field and we want to help you maintain leadership in yours.

Whether you’re a brand, non-profit, sport organization, municipality, government agency, charity, event, member association, tournament or conference, we can help you put more revenue into your bottom line or strengthen your existing sponsorship investments.

Reality Check - Straight Talk about Sponsorship Marketing Book

New book: Reality Check-Straight Talk about Sponsorship Marketing

Sponsorship is a very big business in Canada.  The 2013 Canadian Sponsorship Landscape Study estimates that sponsors invested $1.57 billion in this form of marketing in 2012 with each sponsor that participated in the survey sponsoring, on average, 42 properties (recipients of sponsorships).

Every kind of business incorporates sponsorship in its marketing strategy.  With so much money and effort in this industry, you might think that sponsorship is a successful, clear-cut endeavour.  But it is not.  Every year, many sponsors are disappointed in relationships, implementation and investment outcomes.  And every year, properties overlook what they have to offer, what their audience, members or supporters are worth, and what their sponsors and potential sponsors really need.

The “secret” to a successful sponsorship isn’t really a secret at all.  Learn how to achieve far better, long-lasting results by selling solutions rather than begging for support.  Order your copy of Reality Check-Straight Talk about Sponsorship Marketing today!

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Tuesday Morning Commentary

Every Tuesday, President and CEO, Brent Barootes, shares his expertise and industry insights to help you succeed in sponsorship.  To receive these directly to your inbox, be sure to subscribe to our Tuesday Morning Commentary.  Click Join Our Mailing List above to get started!


The Value of Relationships

There are true relationships and artificial relationships. Through my work at the Partnership Group – Sponsorship Specialists® and in my personal life, I see both daily. An artificial relationship is one where somebody reaches out to you to connect (be it in...

Winning at Cold Calls

There are very few people that like making cold calls, but those who do thrive and are really successful. When I was chatting with a client recently, they asked me for tips on cold calling. I thought I would share a few with you. It is far easier to cold call today...