A recent survey revealed that the investment in sponsorships in Canada has hit an all-time high. The Canadian Sponsorship Landscape Study indicated that a total of $4.68 billion was dedicated to 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 event held in Toronto.
The data for this year’s survey, which marked its 20th anniversary, was gathered through interviews with 114 brands, 50 properties, and 24 agencies by CSLS. The study highlighted a notable increase in spending on rights fees post-2022, largely due to the resurgence of live events following the impact of the COVID-19 pandemic. Additionally, the growth of major professional sports, the introduction of new leagues, and the rapid development of women’s professional sports were identified as contributing factors to the rise in sponsorship expenditure.