A recent survey has revealed that the expenditure on sponsorships in Canada has reached an all-time high. The Canadian Sponsorship Landscape Study indicates that a record $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 conference 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 have shown a 17% increase in commitment to rights fees compared to 2024, despite a four percent yearly inflation rate. The focus has shifted towards optimizing sponsorships through digital channels to effectively engage with younger Canadians under 40.
The survey, which involved input from 114 brands, 50 properties, and 24 agencies, marked the 20th year of its annual data collection. It was discovered that the average brand spent $10.2 million on sponsorships in 2025, with some respondents investing over $100 million. On average, a brand engaged in 20.1 sponsorship activities that year.
O’Reilly pointed out that the rise of new leagues such as the Northern Super League, Professional Women’s Hockey League, and the introduction of the WNBA’s Toronto Tempo has contributed to the sponsorship surge. The increasing interest from Canadian brands in supporting women’s professional sports has led to higher sponsorship prices, indicating a growing market for women’s sports in the country.
Despite the growth in rights fees, the survey identified a concerning trend where activation spending has remained stagnant. Activation spending refers to additional investments made to promote sponsorship beyond rights fees. O’Reilly expressed concern over the lack of growth in activation spending, stating that without a proportional increase, the effectiveness of sponsorships may be compromised.
Overall, the survey underscores the evolving landscape of sponsorships in Canada, emphasizing the importance of adapting to digital channels and the increasing significance of women’s professional sports in the sponsorship market.
