Sponsorship is gaining momentum. The latest edition of the Annual Canadian Sponsorship Landscape Study (covering the 2024 calendar year) reveals industry growth attributed to new entrants, digital efficiencies, AI, improved ROI, and brands expanding their rights fees and activation across more product categories and tactics.
TOP RIGHTS FEES PROPERTY MIX
23.4% Professional Sports
14.6% Festivals, Fairs, Annual Events
13.1% Cause Marketing
11.9% Olympic, Grassroots, Amateur Sports
8.9% Entertainment, Tours & Attractions
| $2.56B + $1.66B = $4.22B | rights fees activations total Canadian industry spend |
TOP CONCERNS
Brands: Measurement & ROI; changing markets; inflation; working with the right properties
Properties: Measurement & ROI; competing for sponsorship dollars; cluttered market
Agencies: Measurement & ROI; international activations and delivery capabilities; turbulent environment
PROPERTIES: SPONSORSHIP INDUSTRY EXPECTATIONS
| 24% | Growth of Canadian-centric sponsorship and pride |
| 13% | Rise and recognition of women’s sports |
| 13% | Innovation, creativity and new technology |
| 11% | Increased strategic sophistication of brands and properties |
| 11% | Community and cause-driven investment |
Published March 2026
