The SponsorshipX Changemakers Summit is a unique, collaborative platform that brings brand visionaries, business entrepreneurs, and global marketers together to explore how purpose, innovation, and culture is changing the game across sports, tech, and entertainment.
Hosted in partnership with the Northern Super League, this is a gathering of leaders determined to leave a legacy; leaders who are revolutionizing their industries and using commerce as a driver to expand global business and Make Change Happen.
Designed for Changemakers—entrepreneurs, innovators, and marketers—the Changemakers Summit is designed to connect you with like-minded peers who are ready to learn, lead, and launch what’s next. Together, you’ll build strong networks and new strategies for your business and the future of our industry.
• Join the movement • Join the movement • Join the movement • Join the movement • Join the movement • Join the movement • Join the movement • Join the movement • Join the movement • Join the movement •
As our industry continues to grow and change, we believe it’s important to foster our ability to listen and learn from each other. Over the course of three days, the Changemakers Summit will provide a series of interactive working labs that bring the most progressive minds in sponsorship, marketing, and entrepreneurship together.
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From building brands to movements, the Changemakers Summit will spark your imagination and satisfy your craving for discovering new approaches that ensure your vision reaches a global audience.
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When it comes to changemaking, what better host than the Northern Super League? Summit delegates will witness history by attending the first ever NSL Final on November 15. Experience a weekend of purpose-led sport through fan fests, sponsor activations, and a high-energy Pep Rally Brunch.
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Changemakers know that the power of impact starts with building a cohort of great collaborators. Dive into networking sessions where you will ideate how to bring your change-making ideas to life and provide you with endless chances to increase your bench strength with partners for the future.
From weekend passes to single day passes, you’ve got the flexibility to choose the perfect Changemakers Summit pass for your needs.
If you’re a Sponsorship Changemaker, this event is an opportunity for you to network, learn, teach, and advocate with like-minded brand and marketing leaders. Titles may vary, but being a Changemaker committed to growth, leadership, and innovation is the thread that unites.
If you’re ready to Make Change Happen, come take your place at the Changemakers Summit!
42%
SPX Delegates Work at an Organization Classified as a Brand
30%
SPX Delegates Work at an Organization Classified as a Property
28%
SPX Delegates Work at an Organization Classified as an Agency
Thursday
November 13
Friday
November 14
Saturday
November 15
Ryan Baillie is a fundraising leader with 20+ years of experience, building large-scale programs, events, and partnerships. He currently serves as Associate Vice President, Cycling Programs at The Princess Margaret Cancer Foundation, where he leads two of Canada’s largest cycling fundraising events, The Ride and Northern Pass, in support of world-leading cancer research. In this role, Ryan oversees strategy, fundraising growth, and participant engagement to raise over $22MM annually. Prior to returning to The Princess Margaret Cancer Foundation, Ryan has had the privilege of raising funds for a number of meaningful causes during his time at SickKids Foundation, The Canadian Cancer Society, Scarborough Health Network and as the executive director of Hockey Helps the Homeless. With a background spanning fundraising strategy, event management, marketing, and board relations, Ryan thrives at uniting diverse teams around a shared mission. He is passionate about leveraging sport and community to fuel social change and continues to seek opportunities that connect purpose-driven organizations with the resources and people they need to thrive.
Claire is passionate about education! After many years as a teacher, she turned to leading peer-to-peer groups for people to help them manage their challenges. Claire works at Park Street Education where she has the extraordinary honour of watching teachers and students thrive. She knows how important it is to teach, mentor and support others; it helps build the supportive community we all need. Claire is excited to hear your stories of how teachers have helped you thrive, and how you help people in your workplace.
Leanne Bernardo is President and General Manager of Salt XC, one of North America’s fastest-growing marketing agencies. After building her career at Molson Coors, Canada’s Olympic Broadcast Consortium, and top agencies, she co-founded Salt in 2019 with a vision to reinvent agency life around collaboration, speed, and people-first culture. Under her leadership, Salt has grown from five founders to over 400 employees, delivering award-winning work for brands including Kraft Heinz, RBC, adidas, Labatt, Rogers, and Shopify. Beyond Salt, Leanne is a founding board member of Women in Sports and Entertainment Toronto and serves on the Sponsorship Marketing Council of Canada, where she champions opportunities for women across the industry.
Based in Vancouver, BC, Marianne Brooks is the Vice President, Partnerships at the Northern Super League (NSL), Canada’s first professional women’s soccer league. In her role, Marianne leads all facets of the league’s commercial partnerships strategy — from building the partnership marketing function from the ground up, to securing and activating purpose-driven, national brand relationships that align with the NSL’s mission to elevate women’s sport across Canada. She oversees partner sales, strategy, and servicing, working cross-functionally to ensure best-in-class collaboration and long-term value for both the league and its partners. Marianne brings 15 years of experience across the sports industry, spanning agency, rights holder, and technology. Prior to joining the NSL, she spent a decade with Canucks Sports & Entertainment, where she played a key role in partnership sales and retention for the Vancouver Canucks, Vancouver Warriors, and Rogers Arena. Most recently, she was the Senior Director of Account Management at StellarAlgo, where she specialized in Sports Partnerships, leading customer engagement and helping brand partners and rights holders unlock value through data-driven insights. A former university golf athlete at the University of British Columbia, Marianne is also a proud mom to a four-year-old and a six-year-old.
James Carver is Marketing Director, Cell Therapy, Multiple Myeloma at Johnson & Johnson, where he leads with a belief that true impact is achieved through both strategic alignment & genuine human connection. With rich experience in healthcare, James has championed partnerships that bridge business goals with purpose—most recently, helping drive the alliance between Johnson & Johnson and The Princess Margaret Cancer Foundation, which helped power the 2025 Ride to Conquer Cancer to record-breaking results. Drawing from his formative experience from over a decade of service in the Canadian Armed Forces Reserves, James brings a spirit of service, resilience, & teamwork to every collaboration. His career spans leadership roles at major healthcare companies like Pfizer & J&J, earning recognition for advancing patient outcomes & building values-driven teams. James is passionate about harnessing both data & empathy to inspire action—whether advocating for public funding for breakthrough therapies, mentoring emerging leaders, or engaging communities in the fight against cancer. An avid endurance athlete, James finds motivation & balance through marathons & triathlons. He believes every collaboration is an opportunity to create belonging, motivation, & hope. James is honoured to share stories & strategies at the Changemakers Summit, & grateful to learn from fellow leaders who are shaping a brighter future for all.
Ashima is the founder of FanVerse, redefining sports fandom by celebrating the women who power it: on the field, in the stands, and behind the scenes. FanVerse is what comes after the old playbook. It's fan-first, data-smart and tuned in. She is also a first-generation lawyer, startup advisor, and sports business strategist with experience across four continents in venture capital, tech, and business. Ashima is dedicated to designing ecosystems that unlock opportunities for underrepresented leaders, and advance women’s wealth generation by championing entrepreneurship and investment as tools for transformation.
Laura Cutsey is the Vice President of Marketing and Partnerships at the Coca-Cola Company. With over 27 years of professional experience at Coca-Cola she is known for her ability to develop actionable strategies that create authentic connections with consumers to build long term brand love and loyalty. She has experience across the marketing ecosystem having lead many brands and categories from incubation to household names. In addition to leading marketing in Canada she has responsibility for major markets in the North East US and is leading all pro-sports partnerships in both regions. Laura is a creative problem solver with a bias for action and agility. Her favourite beverage is hands down Diet Coke and she will never be caught dead without one.
Neill is a purpose led leader that has been on a mission for the last thirty years to transform the business of sport into a force for good. Working at the the intersection of sport, business and purpose, Neill has designed and delivered major transformational purpose led sports initiatives that have leveraged sports superpower to drive social, environmental and commercial outcomes. His latest venture is 17 Sport, a purpose led sports marketing, advisory and investment firm that works with some of the worlds most important brands, properties, athletes and non profits to help them do well by doing good.
Derrick Emsley serves as the co-founder and CEO of both tentree and veritree. From a young age, Derrick has been actively involved in environmental stewardship. At 16, he founded a tree planting company that sold carbon credits to businesses, a venture that saw over $1 million dollars in contracts, and planted 150,000 trees. This venture helped pave the way to the founding of tentree, a lifestyle brand that plants ten trees for every product sold. Today, tentree has set new standards in the sustainable apparel world, sold 10s of millions of units, and contributed to the planting of well over a 100 million trees. More recently, Derrick launched veritree, a technology platform purpose built to verify, report, and monitor global reforestation projects - aiming to set a new standard of restoration. veritree now offers "reforestation-as-a-service" to thousands of companies across the globe looking to integrate high quality sustainability and restoration actions into their business model. Collectively, Derrick’s businesses are now supporting the planting of >100MM trees per year and on pace to plant over 1B trees by 2030.
Allison Sandmeyer-Graves is a global leader in gender equity and sport, known for her impactful leadership as the CEO of Canadian Women & Sport. A passionate advocate, she is dedicated to advancing opportunities for women and girls in sport, striving to dismantle barriers and foster inclusivity. Under her guidance, Canadian Women & Sport is a driving force in championing gender equity by focusing on research, education, and collaborative solutions. With a vision of creating lasting change within the Canadian sports landscape, Allison's leadership is marked by her unwavering commitment to challenging the status quo and ensuring equitable representation and treatment for all.
Mike Geddes is VP USA at 17 Sport, an impact company (Bcorp) operating at the intersection of sports, business and purpose. He is part of the climate and sustainability practice at 17 Sport and is a Climatebase Fellow (Cohort 4) and Voiz Academy graduate. For 25 years Mike has been one of the leading voices in ‘sports and purpose’. As a reporter for the BBC he reported from five continents on topics like corruption, racism and hooliganism as well as from the world’s biggest sporting events before moving into non-profit leadership in underserved communities in the UK, South Africa, Colombia, Cambodia and many others. As a social entrepreneur he has co-founded several startups including Oakland Roots, the first, purpose-driven professional sports team in the United States. As the first ‘Chief Purpose Officer’ in American pro sports, he helped grow the Roots to a $80M valuation including leading the most successful community investment round in American pro sports history. He has written and spoken on the topic on CNN, MSNBC, Forbes and others and at many academic institutions, is an accomplished and experienced public speaker and moderator and has received numerous awards and commendations for social entrepreneurship and social impact.
Born and raised in Calgary, Alberta, Nathan Hayashi grew up chasing speed and precision. He ski raced at the FIS level until 19, a foundation that later carried him into amateur motorcycle racing and a lifelong passion for motorsport. The mix of discipline, competition, and curiosity for what’s possible has shaped everything he’s done since. Nathan is the founder of The Gear Shop Inc., a Calgary based workshop that blends automotive service, custom 4WD builds, and motorsport. What began as a small off-road community has grown into a full service facility in Inglewood Calgary, maintaining everything from daily drivers to rally prepped vehicles. His vision has always been to provide the highest level of service while creating a culture that values craftsmanship, responsibility, and adventure. Through The Gear Shop Racing Team, Nathan has extended this passion onto the international stage. With a dedicated team, they finished 2nd overall and 1st in class at the Sonora Rally and is now preparing for Dakar 2026. At the heart of it, Nathan sees his role as building not just vehicles, but also a culture that inspires learning and opens the door for more Canadians to experience motorsport on the world stage.
Over almost two-decades of actionable insight-driven thinking, Ryan has developed an innovative approach to beahviour-led strategic planning that has seen him working for agencies, start-ups, political campaigns, global brands and being the recipient of multiple national marketing awards. As Chief Strategy Officer & Head of Client Success at Toronto-based brand transformation agency, Humanity, Ryan works with clients across Canada to help transform their brands to play a more meaningful role in the wellbeing of their brand communities.
Marie-Pierre brings over 18 years of experience in Marketing and Digital, and with her strategic vision and collaborative spirit, Marie-Pierre is now leading IFC’s research, customer experience, data strategy and engagement team that supports both the broker network and the direct sales to customers. She plays crucial part in strengthening our competitive advantages and solidify Intact's position as a leader in the Canadian insurance market. Prior to joining Intact, Marie-Pierre gained valuable experience working with large-scale companies such as L’Oreal and Loto-Québec. She began her journey at Intact in 2014 within the belairdirect marketing team and has since held several key roles in the national marketing team, including building the first multi-brand marketing team and implementing digital marketing practices across IFC brands. She possesses extensive experience in leading brand growth strategies for a variety of direct-to-consumer brands and in building, evolving, and scaling digital ecosystems backed by a growing, talented team of marketing experts. Over the years, she oversaw the implementation, evolution and scaling of digital ecosystem and measurement strategy across all IFC brands. Most recently, she led the successful rebranding of Johnson Insurance and Anthony Insurance and had an important contribution in belairdirect growth acceleration and digital engagement.
Jessica Lisi is a colour commentator and analyst for the Northern Super League (NSL), Canada’s first-ever professional women’s soccer league. In this role, she provides deep insight and a player’s perspective to the coverage. A former Canadian youth international, Jessica represented Canada from 2013 to 2018 at the U-17 and U-20 CONCACAF Championships. She played NCAA Division I soccer at the University of Memphis and West Virginia University, and competed semi-professionally in League1 Ontario. Since transitioning into broadcasting, she has also provided expert analysis for OneSoccer’s coverage of the Canadian Women’s National Team and the Canadian Premier League.
Christina is the President of the NSL where she oversees all soccer and business matters for the League. In the first season of the NSL, the league has secured significant broadcast and sponsorship partnerships and has one of the top match attendance records across the world of women's soccer. A seasoned sports and entertainment executive, Christina has held senior executive roles in commercial and strategy matters within sports including at True North, parent company to the NHL’s Winnipeg Jets and the AHL’s Manitoba Moose, as well as at Woodbine Entertainment Group and the Canadian Football League. Prior to sports, Christina workedat Canada’s biggest entertainment companies including Corus Entertainment, Rogers and TELUS. She currently sits on the Board of Directors for CAA Club Group and was previously on the Board of CARAS/The JUNOs. Christina is a graduate of the University of Manitoba’s Faculty of Law and briefly practiced law at Torys.
Matthew Logue-Lee has spent his career helping brands and properties realize the full strategic potential of partnership. Over more than a decade in sponsorship agency leadership, he has been directly involved in over $1 billion in sponsorship agreements, working across some of Canada’s most recognized organizations. He co-led the sale of S&E Sponsorship Group (now MKTG Canada) to Dentsu, where under his leadership as President the firm was twice named Agency of the Year by the Sponsorship Marketing Council of Canada. He was also recognized as one of Canada’s “5 to Watch” sport business leaders. Today, Matthew is the co-founder and Managing Partner of The Greater, a purpose-led sponsorship and strategy practice working with the Canadian Olympic Committee, Canadian Paralympic Committee, multiple National and Provincial Sport Organizations, MLSE, and the Toronto Tempo. Leaders at the intersection of sport, social impact, and business for good, The Greater is pioneering a new model that is part strategy firm, part social enterprise—committing 50% of annual profit to community initiatives that support charities, not-for-profits, and grassroots movements. Matthew also volunteers with Women’s Para Hockey of Canada, helping them work toward their ambition of having a Women’s division at the 2030 Paralympic Games.
Eric Martin is a seasoned Sponsorship Marketing professional with over two decades of experience driving strategic partnerships and brand activations across North America. As a key architect of BMO’s sponsorship strategy for more than ten years, Eric has played a pivotal role in shaping the bank’s presence across sports, arts, and community investment. Eric is known for his ability to forge meaningful relationships and deliver immersive brand experiences, bringing a unique blend of strategic insight and creative execution. His work spans grassroots initiatives with Provincial Soccer Organizations to major league partnerships with the Northern Super League, CF Montreal, Vancouver Whitecaps and many more. Through these partnerships he has helped elevate the sport and amplify its impact in communities nationwide. A passionate advocate for purpose-driven engagement, Eric believes in the power of sponsorship to create authentic connections and drive positive change. His perspective is grounded in experience, innovation, and a deep commitment to aligning brand values with community needs.
Diana Matheson is a two-time Olympic bronze medalist who was a member of Canada’s Women’s National Soccer Team from 2003-2021. During her career, Diana represented Canada over 200 times, played in four FIFA World Cups and three Olympic Games, and earned a bronze medal in both London 2012 and Rio 2016. Diana is perhaps best known for scoring the game-winning goal in the bronze medal against France in the London Olympic Games in 2012. Following her playing career Diana earned an EMBA from the Smith School of Business and a UEFA Master for International Players, and co-founded the Northern Super League (NSL), Canada’s first and only women’s professional soccer league. The NSL kicked off in April, 2025.
Farkhunda Muhtaj is an Afghan-Canadian professional footballer and social activist who bridges the worlds of sport, education, and humanitarianism. She captains the Afghanistan Women's National Football Team and competes for Calgary WILD FC, where she serves as both a footballer and Community Ambassador. As Co-Founder of the Scarborough Simbas, a non-profit organization, Farkhunda uses sport to support the settlement of refugees in Canada. She also founded Ayenda FC, the unofficial Afghan Youth National Football Team, in 2021, following her evacuation of over 300 Afghans, including members of the Afghanistan Youth National Team, to Portugal after the Taliban's return to power. She holds two degrees from York University, earning a BSc in 2019 and a B.Ed in 2021 and currently serves on the Canadian Child Rights in Sports Advisory Committee, Canada Soccer's Women's Development Advisory Committee, the FIFA World Cup 2026 Toronto Advisory Body and the FIFA Women's Refugee Team Advisory Committee while representing Penny Appeal and UNHCR Canada as a humanitarian Ambassador.
Hannah Parish is the Country Manager for Canada at Airbnb, where she brings passion for Canadian communities, hosts and guests to the world. Hannah is an advocate, innovator and mentor, striving to make the lives of others, especially women, better. Previously the Regional Director of Canada at Lyft and Director of Global Strategy and Operations at Oura Health, she has proven expertise in strategically scaling businesses, especially with a global lens. Hannah holds a Bachelor’s degree in Philosophy from McGill University and an MBA from the Schulich School of Business. She sits on boards and committees across the sports, business and transportation industries. When not working to move health and women forward, Hannah can be found on her bike or running the local Collingwood, Ontario trails with her dog, Rio. Hannah was born and raised in Nova Scotia.
Nicole is one of the sports & gaming sectors’ most-respected experts, boasting 20+ years of experience in consulting, custom research, brand tracking, and sponsorship measurement in the space. She has built her career collaborating with major industry players to build meaningful data streams and insights, in turn shaping industry standards for measurement. In her role at YouGov, Nicole leads the company’s dynamic sports practice area globally, working with her team and clients to expand the value of some of the industry’s deepest and most sophisticated research tools
Norm O'Reilly is a Canadian academic, chartered professional accountant and researcher. He is currently the inaugural dean of the University of New England's College of Business and for 20 years a Partner in the award-winning T1 Agency. O'Reilly has authored or co-authored 22 books and more than 165 peer-review publications in the areas of marketing analytics, sponsorship, social media, sport finance, social marketing, tourism marketing, and management education. His books include the recent releases "Business the NHL Way" and "The Rise of Major League Soccer". O'Reilly was awarded the Career Achievement Award by the American Marketing Association's Sport Marketing Special Interest Group in 2015. He is a lifetime research fellow of the North American Society for Sport Management. His T1 clients including Nike, UFC, Pepsi, Nissan, Esso/Exxon, Mondeles, Canadian Hockey League, Shell, Gatorade, Canadian Olympic Committee, Canadian Paralympic Committee, Hockey Canada, UFC, Thorne, and many others. Dr. O’Reilly was ‘Assistant Chef de Mission’ for the Canadian Paralympic Team at the 2016 Games in Rio, Brazil and was a member of the 2004, 2008 and 2010 Mission Staff for the Canadian Olympic Team.
Carolyn Shaw is the Co-Founder, President, and Chief Creative Officer at Humanity—a full-service marketing agency that helps Changemakers and purpose-driven brands connect with the people who matter most. With over 20 years of experience in branding, advertising, and design, Carolyn brings together strategic thinking and creative storytelling to build brands that are insightful, impactful, and emotionally resonant. She’s worked across sectors—from health to sustainability to culture—helping organizations find their voice, grow their presence, and inspire action. Carolyn co-founded Humanity to create more space for empathy, authenticity, and representation in the industry. Her work is grounded in the belief that powerful ideas, when backed by purpose and clarity, have the potential to shape culture and drive change.
Nagma Siddiqui is a purpose-driven strategist who has built a career turning insight into impact. As Senior Director of Strategy at Humanity, she leads transformative brand and communications strategies that help organizations define their voice, inspire communities, and drive social change. Before joining Humanity, Nagma spent nearly a decade shaping some of the world’s most loved brands at Nestlé and Revlon, leading portfolios across Nescafé, Starbucks, Coffee-Mate, and Almay. Her work has consistently bridged commercial growth with human connection: bringing together creativity, empathy, and strategic clarity to build brands that truly resonate. A changemaker at heart, Nagma is passionate about using the power of storytelling and strategy to spark action, shift perspectives, and move organizations toward purpose-led impact. She’s known for her ability to distill complexity into clarity and to build alignment across diverse teams to make big ideas real. When she’s not shaping brands or mentoring emerging strategists, she’s a proud mom, explorer of new ideas, and believer in progress that begins with people.
With over 20 years in events, Sarah’s career has spanned several industries from broadcast, to sports, to retail, now to gaming as the Global Events Head for EA SPORTS. In this role Sarah oversees the team responsible for bringing iconic EA SPORTS franchises to life including FC, Madden, College Football, F1, and NHL. Creating fan-centric experiences that blur the lines between the physical and the digital are at the core what she does. When she is not at an event, you’ll probably find her on her road bike or singing karaoke. Fun fact, Sarah has sung the national anthem at several NFL, NHL & MLS games!
Helen Stoumbos is a former Canada Soccer national team midfielder and Hall of Fame athlete who scored Canada’s first ever World Cup goal. She is the founder and CEO of The GOOD Games, Canada’s biggest Festival of Sport, blending traditional, adaptive, and Indigenous programming with a high energy community festival. In 2025 the event welcomed more than 1,300 athletes and over 20,000 attendees and was showcased on CBC Sports Online. The GOOD Games expands nationally in 2026 with a winter edition in Calgary during Chinook Blast at the BMO Centre. Helen leads with heart, purpose, and a clear mission to make sport for life and sport for all.
Jorge is a marketing professional with experience in analytics, valuation, business development, and partnership strategy. He has worked with top global brands across sports, entertainment, and technology, supporting corporate acquisitions and excelling in partnership creation, negotiation, and execution.
Matt Yonan is President and Founder of Tigris Sponsorship & Marketing: an agency predicated upon excellent client service and a wholehearted investment into client relationships. He has more than 30 years of experience on the front lines, providing strategic counsel to top tier corporate and property clients on all areas of sponsorship marketing. He has been able to put his sponsorship expertise to work for a host of prestigious clients in the municipal, cultural, sports, and entertainment industries. These clients include Charles Schwab, Lumen, Mayo Clinic, Transamerica, The Rose Bowl, Phillips 66, TIAA, Vail Resorts, Western Union, Chick-fil-A, the LPGA, Subaru, Red Robin, Ecolab, Medtronic, Ford, and the NHL, among others. At Tigris, Matt continues to be committed to his involvement in client work. He provides strategic counsel to clients on all areas of sponsorship marketing, as well as leads negotiations on their behalf.
I was recently appointed to quarterback L’Oréal Canada’s Beyond Beauty agenda, which consists of helping our brands tap into sports, music, entertainment, and culture to create desirability, love, and trust. Prior to this, I spent my entire career in procurement, managing commercial relationships with marketing and digital agencies. This new role is an exciting challenge—a true blank slate for the L’Oréal group. Everything needs to be built, and I’m super excited to help the company and our portfolio of brands break into this space.
Featured Sessions
Opening Doors to Economic Empowerment
Economic empowerment is more than financial independence—it's the foundation for thriving communities, equitable opportunities, and sustainable growth. Join Hannah Parish, Country Manager for Canada at Airbnb, to discover how Airbnb is more than just a travel and accommodation platform—it's a powerful engine for economic empowerment. Learn actionable strategies to foster economic inclusion, uplift local entrepreneurs, amplify community impact, and help individuals take charge of their financial futures. Discover the pivotal role of partnerships in advancing economic empowerment through compelling case studies from Airbnb's collaborations with FIFA and the Olympic and Paralympic Games, and see how global events can unlock opportunities both locally and globally. Leave inspired with practical insights and a renewed vision for opening doors to a more inclusive, empowered, and economically vibrant future.
Official Release: 19th Annual Canadian Sponsorship Landscape Study
Since 2006, the Canadian Sponsorship Landscape Study (CSLS) has become the standard and the go-to resource for Canadian sponsorship industry information. Now in its 19th annual edition, the bilingual study captures the latest findings from the 2024 sponsorship year and forecasts 2025 and beyond. Join the study's lead author, Norm O'Reilly, Dean, College of Business, University of New England & Partner at T1 as he presents its results and summarizes the reality and trends facing brands, properties, and agencies. This year's study clearly demonstrates how much sponsorship has changed in Canada since the pandemic, and its role as a sophisticated and innovative tool in the marketing mix, driving both impact and results. Come and learn about sponsorship to be ready for our ever-changing environment.
Exploring the Intersection of Rational and Emotional Partnership
James Carver, Johnson & Johnson
The 2025 Ride to Conquer Cancer drew nearly 5,000 registered riders and raised an astonishing $20.61 million for life-saving research at The Princess Margaret Cancer Centre. Behind this achievement lies a powerful partnership between Johnson & Johnson and The Princess Margaret Cancer Foundation — one built on both rational alignment and emotional connection. Join Ryan Baillie, AVP, Cycling Programs, The Princess Margaret Cancer Centre, and James Carver, Marketing Director, Cell Therapy, Multiple Myeloma, Johnson & Johnson, as they explore the dual forces driving their collaboration. On the rational side, hear how the collaborators anchored their work in a shared mission to improve the lives of people facing cancer. Learn how they built internal momentum, approached collaboration strategically, and advanced outcomes through a values-driven alliance. On the emotional side, discover how personal stories, employee engagement, and community connections fuel passion and purpose. With two in five Canadians expected to face a cancer diagnosis, this cause resonates deeply — creating belonging, motivation, and the belief that every rider's action can shape a brighter future.
It's Time: Unlocking the Next Chapter of Women's Sport
Women's sport in Canada is on the rise — are you ready to be part of it? Join Allison Sandmeyer-Graves, CEO, Canadian Women & Sport (CWS), for an inside look at driving gender equity in sport. Get early insights from the new It's Time research, explore how Canada's women's sport sector has nearly doubled in size, and learn why fan engagement is stronger and more valuable than ever. Explore strategies for driving the next era of growth and gain insights on the intersection of achieving profit with purpose. Don't miss this chance to explore where the growth is heading and how you can help drive it forward.
The Influence of Athletes: Driving Change and Connecting with Fans
In today's dynamic sports and media landscape, individual athletes are not just representatives of their teams; they are powerful personal brands with the ability to drive meaningful change. Their voices carry weight, especially when they speak out on social issues, and their platforms often rival those of the organizations they play for. Join Nicole Pike, Global Head of YouGov Sport, to examine the growing impact of individual athletes on fandom, consumer purchasing behaviour, and brand engagement - with deep dives based on age and gender. Discover how organizations can strategically partner with athletes to amplify social impact, build fan trust, and create authentic, lasting connections that deliver what fans truly value.
Building Different
We're all builders—in our personal lives and professional journeys—shaping relationships, careers, and communities with every choice we make. For Matthew Logue-Lee, Managing Partner, The Greater, that meant creating an agency built to be different from day one: reinvesting 50% of its net profit back into the community and working exclusively with socially conscious organizations. Join Matthew as he takes us behind the scenes of social entrepreneurship—sharing what The Greater has done right as well as the lessons learned along the way. Using insights drawn from pop culture and even memes of the day, he'll challenge you to rethink conventions and discover new ways to deliver on business and partnership strategies. Whether you represent a property, agency, or brand, Matthew's insights will help you hone in on ways you can think differently about what you're building.
The New Playbook on Fandom
Fan strategy is evolving—and it's time to retire the old playbook. Join Ashima Chopra, Founder of FanVerse, a cultural engine reshaping sports fandom by centering women, as she unveils a new playbook on fandom: a framework for how brands, leagues, and organizations build and engage with fans in a more inclusive and meaningful way. In this interactive workshop, you'll explore three transformative pillars of this new approach:
- Community-first engagement: Creating spaces where fans feel a true sense of belonging.
- Data-driven insights: Understanding fan behaviour to turn isolated individuals into vibrant social fans who spend, share and return.
- Content that resonates: Using powerful content and storytelling to spark emotional connections and transform passive followers into passionate fans.
Don't miss this opportunity to discover how to rethink fan strategy and help shape the future of fandom.
The Changemaker Journey
Ryan Hughes, Humanity
Nagma Siddiqui, Humanity
Step into the action at the Changemaker Challenge Labs! Led by Humanity's Carolyn Shaw, Co-Founder, President, and Chief Creative Officer, Ryan Hughes, Co-Founder, CSO & Head of Client Success and Nagma Siddiqui, Senior Director of Strategy, you'll join forces with brilliant minds from across industries as you dive into real-world challenges submitted by nonprofits, startups, and grassroots organizations. In just one dynamic session, your team will brainstorm, innovate, and craft a game-changing solution. It's your chance to spark real impact, expand your network, and show the world what changemakers can do. Are you ready to make your mark?
Catalysts for Change
Rachael Pinnock, Canadian Paralympic Committee
Claire Barron, Park Street Education
Nathan Hayashi, The Gear Shop Technical Motorsport
Pull up a chair and be part of the movement! The Changemaker Tables bring together visionary leaders and industry disruptors for dynamic, interactive discussions centred around growth, equity, and innovation. Hear firsthand from those reshaping industries, communities and culture as speakers share their background, their changemaker mindset and focus, and the impact of turning ideas into measurable results. Contribute your own insights and engage in thought-provoking dialogue that transforms ideas into action. This is a space where bold thinking becomes a catalyst for real-world impact, and every conversation leaves you inspired to lead change. Meet the changemakers and topics that will drive the conversation forward:
Helen Stoumbos, Founder/CEO, The GOOD Games Festival Inc - From Spectator to Participant: Reimagining the Sports Experience
Claire Barron, Manager of Learning and Development, Park Street Education - Unlocking Potential: Partnering to Empower Underserved Youth
Rachael Pinnock, Director, Commercial Strategy & Impact, Canadian Paralympic Committee - Redefining Partnerships with Impact: Grow and Attract
Nathan Hayashi, Founder, The Gear Shop Technical Motorsport - Creative Alchemy: Transforming Ideas into Reality
The Changemaker Summit is perfect for brands, agencies, and properties to demonstrate their innovation and impact through live event integration, such as hosting or speaking, and amplification through content, publicity, and social channels.
We provide significant opportunities, including:
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“Be the name behind the movement.”
Partner Role: Anchor the entire Summit. Open each day. Own the main room and the Pep Rally Brunch. Take the lead in storytelling and stage presence.
Activation
Main room naming rights.
Daily welcome + lead panel.
Host of the Pep Rally Brunch.
Top billing in podcast, video, eBook.
Complete integration across all promotions.
Amplification
Feature in pre- and post-event content.
Front-of-room visibility with 300 industry leaders.
Original content and legacy placement.
Branded media clips, photos, and curated moments.
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“Own a full day of learning, networking, and innovation.”
Partner Role: Own your day. Your brand leads the energy from the opening keynote to your afternoon experience.
Activation
Morning welcome, and panel seat.
Branded breakout room.
Ownership of afternoon activation (soccer, media lab, etc.).
Dedicated content track + promotion.
Spotlight throughout the day.
Amplification
Rich media storytelling.
Pre- and post-event engagement.
Content co-creation + hosted interactions.
Exclusive platform alignment with one key theme.
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“Host the night. Elevate the vibe.”
Partner Role: Underwrite one of three evening events—dinner, music, or celebration—to bring the Summit’s social soul to life.
Activation
Naming rights for your night.
Custom delegate invitation.
Branded guest experience or gift.
Photos, signage, and on-site storytelling.
Amplification
Curated connection with VIPS and speakers.
Stunning recap visuals and social moments.
Experience design that puts your brand in every conversation.
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“Invest in future leaders.”
Partner Role: Fund 11 rising changemakers to attend the Summit. Build an opportunity where it matters most.
Activation
On-stage recognition.
Logo on cohort materials.
Access to the cohort and their stories.
Inclusion in “Meet the Changemakers” content.
Amplification
Brand story rooted in impact.
Purposeful employee and customer content.
Talent pipeline visibility.
Social value with authenticity.
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“Lead with ideas. Share what you know.”
Partner Role: Host a breakout, table talk or working lab. Be featured in our podcast or share insights in our eBook.
Activation
Session leadership or facilitation.
Podcast or webinar feature.
Branded presence in the eBook.
Strategic integration in learning tracks.
Amplification
Position as a go-to expert.
Storytelling across channels.
Post-event clips, quotes, and delegate feedback.
Business development through content and collaboration.
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“Guide the journey. Be everywhere—naturally.”
Partner Role: Own the experience touchpoints: the app, signage, volunteers, and wayfinding. Help people feel seen and supported.
Activation
Registration desk + directional signage.
Event app branding + notifications.
Volunteer shirt branding.
Physical and digital placement.
Amplification
Reinforced memory through experience.
Visibility in all candid delegate content.
Alignment with service, precision, and care.scription.
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“Give people something to take home.”
Partner Role: Sponsor the Summit eBook and contribute research, case studies, or frameworks that live beyond the event.
Activation
Naming rights on the eBook.
Content contribution (article or case).
Highlight in post-event comms and recap.
Premium positioning in learning content.
Amplification
Long-term digital footprint.
Brand credibility in thought leadership.
Internal and external share value.
Alignment with education and empowerment.
We love Changemakers and look for voices we may not encounter daily.
You might be a brand marketer driving real change, a rights holder turning tradition on its head, a founder disrupting the model, a creator blending culture and commerce in new ways, or someone quietly doing extraordinary work that deserves to be seen. We’re not after polished perfection—we’re after real stories, fresh ideas, and bold perspectives that challenge the norm and point toward what’s next.
If you have something to say or someone to recommend, please reach out.
HOST CHANGEMAKER
CHARITY PARTNER
Park Street Education is a national registered Canadian charity providing free, high-impact virtual after-school programs for students in Grades 4–12.
Our mission is to close the equity gap in education by supporting underserved youth including those facing socioeconomic barriers, rural isolation and systemic challenges. We combine academic tutoring with peer-to-peer learning and social-emotional support, guided by a Whole Child approach.
ADVANCE PASS ENDS OCTOBER 20TH
Register now and save
Pass Overview
Teammate Passes Available - Bring a Colleague and save $200 more
Advance Pass | $1,895
Full Price: $2,225
Full Summit Access
Bring a Colleague & Save $200 More!
Content Sessions (November 13, 14, 15)
Lunch (November 13)
Changemaking Activity (November 13)
Networking Reception (November 13)
Lunch (November 14)
Changemaking Activity (November 14)
Evening Mixer / Dinner (November 14)
Game Day Brunch (November 15)
NSL Final Ticket (November 15)
Summit Networking App
Post Summit E-Book
Day Passes | $1,135
Full Price: $1,335
Benefits Match Your Selected Day
Bring a Colleague & Save $100 More!
Content Sessions (November 13, 14, 15)
Lunch (November 13)
Changemaking Activity (November 13)
Networking Reception (November 13)
Lunch (November 14)
Changemaking Activity (November 14)
Evening Mixer / Dinner (November 14)
Game Day Brunch (November 15)
NSL Final Ticket (November 15)
Summit Networking App
Post Summit E-Book
Exclusive for SMCC members — save $200 on the Changemakers Summit.
Get in touch with SMCC today for your discount code.