Sponsorship is now worth $4.7-billion in Canada, with an estimated $2.99 billion spent on sponsorship rights fees in 2025.
According to the 20th Canadian Sponsorship Landscape Study, professional sport still houses the biggest and most impactful sponsorships, but brands are expanding across more categories. Cause marketing is now the second-largest category for sponsor spending after professional sport.
Brands are also spending more on rights fees in a stable, balanced way, while the use of value-in-kind and contra versus cash sponsorship continues to rise.
Source: Canadian Sponsorship Landscape Study
Published October 2026
