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We are excited to unveil our first-ever SPX Academy @ 2023 Grey Cup Festival Hamilton! 

We aim to provide you with a full-on SponsorshipX engagement in a sixteen-hour window. The SPX Academy @ Grey Cup Festival 2023 is affordable, educational, and memorable. Along with our partners at the Grey Cup Festival, we will jam, not jelly, all of our magic into a one-day experience. 

Here is how it is going to work. 

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The first part of the day is at Tim Hortons Field in Hamilton, the site of the 110th Grey Cup. Remember that the SPX Academy is on Saturday, November 18, 2023 - the day before Grey Cup. After registering, you can take a stadium tour, enjoy a hearty breakfast, talk to innovative partners in the Xperience Zone, or network. Get ready for a few surprises!

Most of our formal sessions - keynotes, workshops, classrooms, seminars and behind-the-scenes classes - are in rooms and venues throughout Tim Hortons Field. Amongst the backdrop of wicked Grey Cup branding, You will learn, be inspired, and think differently. The SPX Academy content is curated to accelerate your professional development as a marketer. 

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Mid-afternoon, the scene shifts to Downtown Hamilton. The first stop will be the Grey Cup Street Festival, where the activations and activity will be at a fever pitch. We will break into units and tour several sites, where Festival corporate partners will hold "tent-side" chats to explain their strategies and creativity. It sounds like Xperiential learning to us! 

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To close out the day, you will attend the SPX Team Dinner, where we will celebrate a great day of learning and connecting. You have heard that the food scene in Hamilton is one of the fastest developing anywhere, and now you will get a chance to savour it firsthand. 

So there you have it.

It will be an intensely fun and worthwhile day. It is the first time we have done a one-day SPX Academy, and we are excited for your feedback. We will have more information regarding transportation recommendations, options to buy Grey Cup event tickets and other vital information over the next few weeks, so join our mailing list - to receive our newsletter or follow us.

Your first step besides enrolling? Get in SponsorshipX shape!

Revisit SponsorshipX Montreal

Grow Your Game!

Be Informed. Build Your Skills

It is time to get your thinking hat on again after three years of pivoting, transforming, and dealing with supply chain issues and staffing shortages. After learning and unlearning participant safety protocols until you thought it would never end, we are all ready for a reset. 

Finally, you can exhale and spend some time studying your craft. An opportunity to hear the latest trends, dive deep into best-in-class case studies, and debate with your peers what works and what does not.

Session Types

Session Types

C-Suite Keynotes

These sessions, delivered by changemakers, c-level executives, and collaborators, occur on our two main stages in theatre-style rooms in the Caretakers Club and the City Lounge. Expect big thinking and big ideas explored in new and engaging ways. 

Activation Zone

Time to hit pay dirt in the SponsorshipX Activation Zone featuring our leading-edge partners who will help make your next campaign a winner. The Zone is not a trade show; no ten-by-ten booths here; this is a chance for you to be entertained and educated!


Time to go back to school is your chance to roll up your sleeves and dive deeply into a particular subject or topic. In small, intimate groups, these sessions occur in Club Rooms 1, 2, 4 and 5 and are curated to provide the professional development you need to help advance your career. 

Festival Xperiences

SponsorshipX will show, not just tell, from the stadium to the city center, through hands-on experiences held at various locations across the Grey Cup Festival site. Brand and property stakeholders will provide insights on stadium tours, behind-the-scenes production, and brand activation tours. Enjoy your opportunity to see the festival in action.


Session Types

Mind Games

The personal development race is on between you and ChatGPT? Or is it? The Mind Games track, filled with hands-on training sessions, allows you to build your competency and capacity.  

The Scoreboard

The truth hurts. But we can’t live without it. The Scoreboard will share the stats, latest data, analytical tools, and landscape information to inform your next campaign.  

Scouting Report

What is next, what is now, what is new, and how it is all utilized. More than just trends, the Scouting Report is going to help you understand the innovations you want to be leveraging today.  

Brand Fans 

At the end of the day, every brand is after the same thing. More fans. More high-value customers, consumers, and clients. Case studies from B2B, B2C, and B2B2C examples will illustrate achieving record numbers of Brand Fans.


A BIG thanks to all of you who attended the SPX Academy in the Hammer!​

I still need your energy, vibe, and eagerness to learn. Boy, was that fun. You made this event what it was. ​

I also want to give a massive shoutout of appreciation and gratitude to our friends at the Hamilton Sports Group and Grey Cup Festival team for your unbelievable collaboration and support throughout the process.​

Kudos to the Montreal Alouettes for a well-deserved Grey Cup victory! La Coupe Grey is yours.​


SPX Academy Instructors