Out & About Fall 2024
Sport Events Congress 2024March 13-15, 2024Winnipeg Jackalope MississaugaJuly 12-14, 2024Mississauga, ON Fan Expo TorontoAugust 21-24, 2024Toronto Canadian Gaming SummitJune 18-20, 2024Toronto Published October 2024
Inside Track
How Wagering is Driving Sport Event Strategies
Fan engagement with live sports is evolving at lightning speed. Canadian leagues are harnessing data from their partnerships with licensed betting operators to capitalize…
How a new cricket fundraiser taps into a growing sport and diverse fan base
By Angela Kryhul, Adrenalin editor On May 31, 2025, cricket enthusiasts of all ages and skill levels will pick up their bats and gather…
How HockeyFest pairs Canada’s favourite sport with a festival experience
By Angela Kryhul HockeyFest, founded in 2018, is a travelling street hockey festival blending Canada’s beloved sport with a family-friendly festival vibe. With a…
Drive Engagement: Why Activations Matter in Sponsorship Agreements
Sponsor partners are asking sport event hosts for more branded and social media content as well as hospitality and advertising opportunities to help drive…
Artificial Intelligence Roundup
How AI Impacts Associations and Not for Profits Ottawa Tourism and The Hague & Partners Convention Bureau surveyed associations and not-for-profit organizations to better…
Business Highlights from the 2024 NHL All-Star Weekend in Toronto
$54M estimated economic impact 35% rise in hotel accommodation demand 3K+ game contest entries 390K+ social reach from NHL content 20+ clients and media…
Canada can’t afford to fall behind
If Canada fails to address the critical shortage of hospitality workers, inadequate air access throughout the country and a shortfall in hotel accommodations, we…
How to Build a Female Fan Base
For sport organizations wishing to build their female fan base, Deloitte’s Sports Fan Insights study reveals that sports fandom and engagement among women is…
Out & About Spring 2024
Hyundai NHL Fan Fair 2024February 1–4, 2024Toronto Las Vegas FAM TourJanuary 22–26, 2024Las Vegas, Nevada PrimeTime Sports Management Conference 2023November 12–14, 2023Toronto Sponsorship Marketing…
How to Organize a Content Car Wash
With some planning, you can create batches of original video, audio and images for your sport organization. All in one day! By Wendy Helfenbaum…
Heart & Stroke Foundation’s Innovative CardiacCrash
Heart & Stroke Foundation’s innovative CardiacCrash program is an interactive, gamified approach to teaching basic CPR/AED skills. The fast-paced, teambuilding program provides enough practical…
Pickleball Meets Pedicures
A hilarious new Destination Canada campaign, promoting wintertime vacations, pairs the pickleball craze with an exclusive pop-up spa experience. The DinkDunk Pickleball Spa—named after…
AI in Event Planning: Insights from Industry Professionals
Everyone’s talking about artificial intelligence (AI), but how much do event planning professionals really know about it and the opportunities for using this tool…
STRATEGIES TO ENGAGE FANS AND GROW REVENUE YEAR-ROUND
From digital offers to partner collaborations, a panel of experts share advice for making your sports marketing budget work harder. The panel discussion took…
OUA Impact Study
University athletic events make significant economic contributions to communities in Ontario, with total annual impact estimated to be more than $637 million, according to…
Canada in the Global Sports Media Landscape
TOP THREE WAYS THAT ENGAGED FANS CONSUME SPORTS54% Watch live on TV27% Social media27% Reading print or online PREFERRED LENGTH AND FORMAT OF SPORTS…
Stoll Report on Canadian Sport Event Funding
Sport Tourism Canada has published The Stoll Report on Canadian Sport Event Funding in partnership with Dr. Jennifer Stoll, Grant MacDonald and Dr. Blake…
Abuse-free Sport Year One
Eighty-six organizations joined the Abuse-Free Sport program in its first year of operation, including all federally-funded national sport organizations and several multisport service organizations,…
EDI Path Forward
Hockey Canada’s new Equity, Diversity and Inclusion (EDI) Path Forward strategy details a commitment to driving sustainable change. The document outlines 13 objectives and…