{
  "id": 2193298,
  "title": "New survey finds sponsorship spending in Canada reaches all-time high",
  "url": "https://urgent.news/2026/08/20/new-survey-finds-sponsorship-spending-in-canada-reaches-all-time-high",
  "topic": "world",
  "section": "World",
  "published": "2026-08-20T18:10:27.000Z",
  "source": {
    "name": "Winnipeg Free Press",
    "slug": "winnipeg-free-press",
    "url": "https://www.winnipegfreepress.com/business/2026/08/20/new-survey-finds-sponsorship-spending-in-canada-reaches-all-time-high"
  },
  "original_language": "en",
  "account": "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.",
  "summary": null,
  "key_points": [
    "Canadian sponsorship spending reaches $4.68 billion all-time high",
    "Professional sports, grass sports, and non-profits benefit most",
    "Rights fees increase post-2022 due to live events returning"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}