A recent survey reveals that sponsorship spending in Canada has hit a record high. The Canadian Sponsorship Landscape Study indicates that a total of $4.68 billion was invested in sponsorships in the country last year, with professional sports, grassroots sports, and non-profit organizations being the primary beneficiaries. The study was introduced at SponsorshipX, a branding and sponsorship conference held in Toronto. The data for this year’s survey, the 20th edition, was gathered through interviews with 114 brands, 50 properties, and 24 agencies by CSLS. Following the return of live events post-COVID-19, there was a notable increase in spending on rights fees post-2022. This surge can be attributed to various factors including the growth of major professional sports, the emergence of new leagues, and the rapid expansion of women’s professional sports.
