A recent survey reveals that sponsorship spending in Canada has reached record levels. The Canadian Sponsorship Landscape Study indicates that a total of $4.68 billion was invested in sponsorships in Canada last year, with professional sports, grassroots sports, and non-profit organizations being major beneficiaries. This 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 on sponsorship spending. Despite a four percent inflation rate since COVID-19, brands increased their commitment to rights fees by 17 percent compared to 2024. O’Reilly emphasized the shift towards optimizing sponsorships through digital channels to effectively reach younger demographics, especially those under 40.
The survey, in its 20th year, gathered data from 114 brands, 50 properties, and 24 agencies. It reported that the average brand allocated $10.2 million to sponsorships in 2025, with some spending over $100 million. On average, brands invested in 20.1 sponsorships that year.
O’Reilly attributed the sponsorship surge to 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. These developments have boosted sponsorship interest in women’s professional sports, leading to increased support from Canadian brands.
However, the survey highlighted a concern regarding activation spending, which has stagnated despite the rise in rights fees. O’Reilly expressed worry that the effectiveness of sponsorships might be compromised due to the lack of growth in activation spending. He emphasized the importance of maintaining a balanced sponsorship activation ratio to maximize impact.
Overall, the study underscores the evolving landscape of sponsorships in Canada, with a growing emphasis on digital channels and the increasing significance of women’s professional sports in the sponsorship arena.
