A recent survey indicates that sponsorship spending in Canada has reached record levels. The Canadian Sponsorship Landscape Study reveals 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 SponsorshipX, a branding and sponsorship conference held 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 and the increase in brands committing more funds to rights fees since the onset of the pandemic. He emphasized the shift towards optimizing sponsorships through digital channels to effectively reach younger demographics, particularly those under 40.
The survey, which included insights from 114 brands, 50 properties, and 24 agencies, marked the 20th annual edition. It revealed that the average brand allocated $10.2 million towards sponsorships in 2025, with some respondents investing over $100 million. On average, brands engaged in 20.1 sponsorships during the year.
O’Reilly credited the rise in sponsorship activity to the emergence of new sports leagues like the Northern Super League and Professional Women’s Hockey League, as well as the introduction of the WNBA’s Toronto Tempo. He emphasized the growing support for women’s professional sports among Canadian brands and noted the upward trend in sponsorship prices due to heightened interest.
Despite the increase in rights fees, the survey uncovered a concern regarding stagnant activation spending. O’Reilly expressed worry over the lack of growth in activation spending compared to the significant rise in rights fees, emphasizing the importance of effectively leveraging sponsorships for maximum impact.