A recent survey reveals that Canada’s spending on sponsorships has hit a record high. The Canadian Sponsorship Landscape Study indicates that a total of $4.68 billion was allocated 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 conference in Toronto.
Dr. Norm O’Reilly, a professor at the University of Florida and one of the survey’s authors, mentioned that inflation has become a key consideration post-pandemic. Despite a four percent inflation rate annually since the onset of COVID-19, brands have increased their commitment to rights fees by 17 percent compared to 2024.
The survey highlights a trend towards optimizing sponsorships, especially through digital channels to engage younger Canadians under 40. CSLS collected data from 114 brands, 50 properties, and 24 agencies for this year’s survey, marking the 20th year of its conduct.
On average, a brand spent $10.2 million on sponsorships in 2025, with some investing over $100 million. Each brand typically engaged in 20.1 sponsorships that year.
The rise of new leagues such as the Northern Super League and Professional Women’s Hockey League, along with the introduction of the WNBA’s Toronto Tempo, has fueled the sponsorship surge. O’Reilly emphasized the growing interest from Canadian brands in supporting women’s professional sports, leading to increased sponsorship prices.
However, the survey uncovered a concerning trend where activation spending has stagnated despite the surge in rights fees. Activation spending refers to additional investment beyond rights fees to enhance the impact of sponsorship. O’Reilly expressed disappointment in the flat activation spending, as it indicates a potential decrease in sponsorship effectiveness compared to previous years.
