Sponsorship spending hits $4.7B, brands flag key challenges

Canadian Sponsorship Landscape Study marks 20 years as sponsorship spending reaches $4.7 billion and is expected to grow further - CanadianSME Small Business Magazine

The Canadian Sponsorship Landscape Study (CSLS), Canada’s longest-running and only national-level benchmark of the sponsorship industry, is marking its 20th anniversary. The 2026 edition, released today by T1 and its partners IMI International (IMI), Sponsorship Marketing Council Canada (SMCC) and SponsorshipX, finds sponsorship spending in Canada has grown to $4.7 billion, with brands committing more to rights fees in a stable and balanced way …

Sports, causes boost Canadian sponsorship spending to $4.7B

Sponsorship spending in Canada has grown to $4.7 billion, with brands increasing their investment in rights fees across categories. Brands ...

Sponsorship spending hits $4.7B, brands flag key challenges

The CSLS finds brands are spending more on sponsorships, but rising costs and ROI pressure are changing how they invest.