A recent survey revealed that sponsorship spending in Canada has reached an all-time high. According to the Canadian Sponsorship Landscape Study, a total of $4.68 billion was allocated towards sponsorships 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 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 post-pandemic, noting a 17% increase in brands committing to rights fees compared to the previous year. He emphasized the shift towards digital channels to effectively reach a younger audience, particularly those under 40, as live events and experiential marketing strategies continue to evolve.
The survey, which involved 114 brands, 50 properties, and 24 agencies, marked the 20th year of its annual data collection. It revealed that the average brand spent $10.2 million on sponsorships in 2025, with some respondents investing over $100 million. On average, brands engaged in 20.1 sponsorships that year.
O’Reilly attributed the sponsorship growth to the emergence of new leagues like the Northern Super League, Professional Women’s Hockey League, and the WNBA’s Toronto Tempo. He emphasized the increasing support from Canadian brands towards women’s professional sports, leading to higher sponsorship prices.
However, the survey raised concerns about stagnant activation spending despite the rise in rights fees, indicating a potential decrease in sponsorship effectiveness. O’Reilly expressed disappointment in the lack of growth in activation spending, highlighting the importance of maintaining a balanced sponsorship activation ratio for optimal results.