Imagine a 31% increase in your revenues year over year! Who would not want to see that in the P&L statement. Well, you know what… that is the growth of the sponsorship industry in Canada last year. According to the Canadian Sponsorship Landscape Study 2025, we saw a 31% increase in sponsorship spending (rights fees + activation) which truly exemplifies that sponsorship is a critical part of the Canadian brands marketing mix!
The study goes on to speak to the fact that almost 50% of the brands surveyed are expecting to spend more in sponsorship this year! There has also been a significant increase in national and multi-provincial partnerships. It seems brands are seeking efficiencies in their partnerships with properties who can truly deliver reach to all parts of the country versus just a single market.
The sector is very healthy and to all those naysayers who keep saying that the dollars are shrinking… look at the data versus your own coffers. Maybe the decline in sponsorship revenues has to do with your sponsorship program not the brands investing in sponsorship! For the last three years since COVID, the sponsorship industry growth has continuous. In fact, it has now surpassed the 2019 record numbers to topple the $4B market for sponsorship annual rights fees and activations here in Canada. If your share is getting smaller than it was, take a look in the mirror versus blaming the brands!
Dr Norm O’Reilly, the lead author for the past 19 years of this important study for our sector delivered a great presentation at both the 2025 Western Sponsorship Congress® – Alberta Forum last November, then again at the 2026 debut SMCC Breakfast Forum in Toronto in January. If you have not seen this presentation yet and want to get the insights explained further than just reading the report, come join me and dozens of other speakers and delegates at the Western Sponsorship Congress® – Saskatchewan Forum this April in Saskatoon. Register now for the best available rates.
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