Record Sponsorship Spending in Canada Hits $4.68B

A recent survey indicates that sponsorship spending in Canada has reached record levels. The Canadian Sponsorship Landscape Study revealed 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 the primary beneficiaries. The study was presented at the SponsorshipX conference in Toronto. The data for this year’s survey were collected from 114 brands, 50 properties, and 24 agencies, marking the 20th year of the study. The study noted a significant increase in spending on rights fees post-2022, largely due to the resumption of live events following the COVID-19 pandemic. Factors contributing to this growth included the expansion of major professional sports, the introduction of new leagues, and the rapid development of women’s professional sports.