A recent survey revealed that the expenditure on sponsorships in Canada has reached an all-time high. According to the Canadian Sponsorship Landscape Study, a total of $4.68 billion was dedicated to sponsorships in the country last year, with professional sports, grassroots sports, and non-profit organizations being major beneficiaries. 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, emphasized the impact of inflation on sponsorship decisions post-pandemic. Despite a four percent inflation rate since the COVID-19 outbreak, brands increased their commitment to rights fees by 17 percent compared to 2024.
The survey highlighted a shift towards optimizing sponsorships, particularly targeting younger Canadians through digital channels. CSLS gathered data from 114 brands, 50 properties, and 24 agencies for this year’s survey, marking the 20th consecutive year of conducting the study.
In 2025, the average brand spent $10.2 million on sponsorships, with some investing over $100 million. On average, a brand engaged in 20.1 sponsorships that year. The rise of new leagues like the Northern Super League and the Professional Women’s Hockey League, along with the introduction of the WNBA’s Toronto Tempo, contributed to the surge in sponsorships, especially within women’s professional sports.
Despite the positive trajectory in rights fees, the survey raised concerns regarding stagnant activation spending. O’Reilly noted that while rights fees have substantially increased, activation spending has not seen a proportional growth, potentially impacting the effectiveness of sponsorships. The goal of achieving a one-to-one sponsorship activation ratio, established in 2023, has regressed, posing a challenge for the industry.
