New survey finds sponsorship spending in Canada reaches all-time high

A recent survey reveals that sponsorship spending in Canada has hit an all-time high. The Canadian Sponsorship Landscape Study estimates that $4.68 billion was spent on sponsorship in the country last year, with professional sports, grass sports and non-profit organizations reaping the benefits. The study, unveiled at SponsorshipX conference in Toronto, interviewed 114 brands, 50 properties and 24 agencies for its data.

Spending on rights fees saw a significant increase after 2022, as live events returned following the COVID-19 pandemic. The expansion of major professional sports, debut of new leagues and rapid growth of women's professional sports are also contributing factors to this surge in sponsorship spending.