“Canadian Sponsorship Hits Record $4.68B in Investment”

A recent survey indicates that investment in sponsorship in Canada has reached record levels. The Canadian Sponsorship Landscape Study reveals that a total of $4.68 billion was allocated to sponsorship activities in Canada last year, with professional sports, grassroots sports, and non-profit organizations being the primary beneficiaries. The study was presented at SponsorshipX, a branding and sponsorship conference held in Toronto. In compiling the data for this year’s survey, CSLS engaged with 114 brands, 50 properties, and 24 agencies, marking the 20th edition of the study. Following the resurgence of live events post the COVID-19 pandemic, there was a notable increase in spending on rights fees after 2022. This growth can also be attributed to the expansion of major professional sports, the emergence of new leagues, and the rapid development of women’s professional sports.