A recent survey reveals that sponsorship spending in Canada has reached record levels. According to the Canadian Sponsorship Landscape Study, an estimated $4.68 billion was invested in sponsorships in Canada last year, with professional sports, grassroots sports, and non-profit organizations being the primary recipients. The study was presented at SponsorshipX, a branding and sponsorship event 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 following the COVID-19 pandemic. Brands increased their commitment to rights fees by 17% compared to the previous year, despite a four percent inflation rate. O’Reilly emphasized the shift towards optimizing sponsorships through digital channels to effectively reach younger Canadians, especially those under 40.
The survey, which involved 114 brands, 50 properties, and 24 agencies, collected data for the 20th consecutive year. It revealed that the average brand allocated $10.2 million to sponsorships in 2025, with some respondents exceeding $100 million in spending. On average, brands engaged in 20.1 sponsorships during the year.
O’Reilly pointed out that 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, contributed to the surge in sponsorships. He emphasized the growing support for women’s professional sports among Canadian brands, leading to increased sponsorship prices.
However, the survey identified a concerning trend where activation spending has stagnated while rights fees have escalated. O’Reilly expressed worry about the effectiveness of sponsorships when activation spending remains flat, despite the rise in rights fees. He stressed the importance of achieving a balanced sponsorship activation ratio to maximize the impact of sponsorships.
