A recent survey reveals that sponsorship spending in Canada has reached record levels. The Canadian Sponsorship Landscape Study indicates that a total of $4.68 billion was allocated to sponsorship in the country 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, mentioned that inflation has become a significant factor post-pandemic, with brands committing 17% more to rights fees compared to the previous year. He highlighted the shift towards optimizing sponsorships through digital channels to engage younger Canadians effectively.

The survey, conducted for the 20th consecutive year, involved interviews with 114 brands, 50 properties, and 24 agencies. On average, brands invested $10.2 million in sponsorships in 2025, with some spending over $100 million. The typical brand engaged in 20.1 sponsorships during the year.

O’Reilly attributed the surge in sponsorships to the rise of new leagues like the Northern Super League, Professional Women’s Hockey League, and the WNBA’s Toronto Tempo. He emphasized the growing support for women’s professional sports in Canada, leading to increased sponsorship interest and higher prices for sponsorship assets.

However, the survey highlighted a concerning trend where activation spending has plateaued while rights fees have escalated. O’Reilly expressed worries about the effectiveness of sponsorships in such scenarios, noting the importance of balanced activation investments to maximize sponsorship impact.