Fiona Morgan - From the Court to Sport’s First Podium for the Planet
Before she was building brands, Fiona Morgan wanted to be Chris Evert. In this episode of The SponsorshipX Podcast, Fiona, Chief Brand Officer at Whisper Group and the former Chief Purpose Officer at SailGP, joins us for a career-spanning conversation that runs from a junior tennis dream, a law degree, her Jerry Maguire moment, all the way to steering one of the most talked-about ideas in modern sport.
Leaning In with Lisa Ferkul
It is very fitting to be staging our SponsorshipX event with Lisa Ferkul of the Toronto Tempo next week, as we first met when she was a delegate at our forum some fifteen years ago.
Does Your Brand Have Lovers?
I have been thinking a lot about fandom lately, and not just because I need to go write an opening Keynote for our upcoming summit.
The CPL Playbook: How a Cricket League Became a Media Company
The Caribbean Premier League calls itself the Biggest Party in Sport. But behind the scenes, it’s building something far more strategic and far more interesting to sponsors.
26 Creator Highlights from the 2026 FIFA World Cup
I am not the only commentator who believes that creators won the 2026 FIFA Men's World Cup from a marketing standpoint.
Creating a Legacy of Fandom
How long after the FIFA World Cup leaves North America will we understand its legacy?
Your 2027 Cannes Plan
Has your FOMO maxed out from reading all the "what I learned at Cannes" posts?
I know it's no consolation, and somewhat bougie of me to say, but I was there for the entire glorious week, and I have FOMO for all the stuff I missed.
Activation Love
Last week in Vancouver, I fell in love. Again.
In love with Vancouver? Maybe.
Sponsorship Transformation in Cricket
I was recently in Trinidad for the CPL Partner Summit and witnessed a transformation in sport sponsorship.
The World Cup Lab
Later this week, across the three countries currently known as North America, but some may call the Divided Americas, the largest and most important sporting event in the world will descend for the second time.
Laughter Really Is Medicine
June will mark my last days on the Foundation Board of the country’s largest mental health teaching hospital.
The Foundation, which supports the Centre for Addiction and Mental Health, is a force for change, dedicated to raising awareness and funds to build a new hospital, hire talented new medical practitioners, and reduce the stigma around mental health.
The World’s #1 World Cup City is a Force of Nature
It seems every day, Vancouver is getting closer to proving out its official FIFA World Cup slogan.
I am in town this week for some of our son’s graduation from UBC and am squeezing in a few SponsorshipX prep meetings and feeling it on the ground. Industry media is also feeling it.
What the 19th Sponsorship Landscape Study Is Really Telling Us
Canadian sponsorship just hit $4.22 billion — the highest total ever recorded, with rights fees up 58% in a single year and brands reinvesting in women’s sport, evaluation, and fan experience at historic levels.
Canada Needs to Save the Caps
Last November, I attended the inaugural Northern Super League Final, game 1 (and 7 - boo) of the World Series, the Grey Cup, Vancouver Goldeneyes' home opener, and even a Steelers game in Ireland. But that wasn't the most exciting sports event of the year for me.
The NFL Draft was All Business
If you were one of the 805,000 record-setting fans who attended the NFL Draft in Pittsburgh last weekend, you experienced much more than a sporting milestone.
Put Your Business Hat On: Entrepreneurship Can Save the Arts
I spent two and a half days at the 2026 Canadian Arts Summit, organized by Business/Arts and the Banff Centre for Arts and Creativity. I was a panellist and by default, an avid attendee. I love immersing myself in conferences. One delegate asked me why I stuck around after my talk. I said to learn!
Building Future Fans: What Girls Say They Need from the Industry
The last few years have been extraordinary for women's sport. From record‑breaking attendances to soaring broadcast numbers, we've seen proof that when visibility and investment align, audiences respond.