A recent study reveals that sponsorship spending in Canada has hit record levels. The Canadian Sponsorship Landscape Study reported a total of $4.68 billion invested in sponsorships in the country 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.
The research involved 114 brands, 50 properties, and 24 agencies, marking the 20th year of the annual survey. It was noted that spending on rights fees saw a significant surge post-2022, attributed to the resurgence of live events post-COVID-19. The growth in major professional sports, the emergence of new leagues, and the rapid development of women’s professional sports were identified as contributing factors to the increase in sponsorship spending.