A recent survey 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 sponsorships in Canada last year, with professional sports, grassroots sports, and non-profit organizations being the primary beneficiaries. The study was presented at the SponsorshipX 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 investments post-pandemic. While inflation rates have been around four percent annually since the COVID-19 outbreak, brands have increased their commitment to rights fees by 17 percent compared to 2024.
The survey emphasized the shift towards optimizing sponsorships, especially through digital channels to reach a younger demographic, particularly those under 40. The cost of these digital assets continues to rise, reflecting the evolving marketing landscape.
The study collected data from 114 brands, 50 properties, and 24 agencies. It marked the 20th year of conducting this survey. On average, brands spent $10.2 million on sponsorships in 2025, with some allocating over $100 million. The typical brand engaged in 20.1 sponsorships that year.
O’Reilly noted that the rise of new leagues like the Northern Super League, Professional Women’s Hockey League, and WNBA’s Toronto Tempo has contributed to the sponsorship surge. The increased interest from Canadian brands in supporting women’s professional sports has led to higher sponsorship prices.
While rights fees have seen a notable increase, the survey raised concerns about activation spending remaining stagnant. Activation spending refers to additional investments beyond rights fees to enhance the impact of sponsorship. O’Reilly expressed disappointment in the lack of growth in activation spending, as a balanced sponsorship activation ratio is crucial for effectiveness.