A recent study revealed that sponsorship spending in Canada has reached record levels. The Canadian Sponsorship Landscape Study indicates that a total of $4.68 billion was allocated to sponsorship in Canada last year, with significant contributions going to professional sports, grassroots sports, and non-profit organizations. The unveiling of the study took place at SponsorshipX, a branding and sponsorship conference in Toronto.
Dr. Norm O’Reilly, a professor at the University of Florida and one of the survey’s authors, highlighted the impact of inflation on sponsorship discussions following the pandemic. He noted that brands had increased their commitment to rights fees by 17% compared to the previous year, despite a four percent annual inflation rate since the onset of COVID-19.
The study emphasized the shift towards digital channels as the primary means of reaching younger Canadians, particularly those under 40. The rising costs of digital assets continue to drive the optimization of sponsorship strategies in marketing.
The survey data was collected from 114 brands, 50 properties, and 24 agencies. On average, a brand spent $10.2 million on sponsorship in 2025, with some respondents investing over $100 million. The typical brand engaged in 20.1 sponsorships during the same year.
O’Reilly pointed out that the rise of new leagues like the Northern Super League and Professional Women’s Hockey League, along with the introduction of the WNBA’s Toronto Tempo, has contributed to the surge in sponsorship interest. The increasing support for women’s professional sports from Canadian brands has led to higher sponsorship prices due to the growing traction and permanence of these leagues.
Despite the growth in rights fees, the study identified a concerning trend where activation spending, an additional investment to promote sponsorships, has remained stagnant. O’Reilly expressed disappointment in the lack of growth in activation spending, emphasizing the importance of maintaining an effective sponsorship activation ratio for optimal results in the industry.