$100 Million – The Price of Priceless
When McLaren steps onto the Formula 1 grid for the 2026 season, it will carry a new identity: McLaren Mastercard Formula 1 Team. The move ends a 13-year gap without a title sponsor, the last being Vodafone, whose deal with the team ran from 2007 to 2013, as reported by news.com.au.
BREITLING Named Official Timepiece Partner of the National Football League
I wanted to share this partnership, as it is a proper fit between a brand and a rights holder....
SponsorshipX Adds More Speakers to Roster for 2025 Changemakers Summit in Toronto
Toronto, ON—SponsorshipX is proud to unveil the following speakers for the 2025 Changemakers Summit, which will occur November 13–15, 2025, in Toronto. The summit will conclude with a landmark event: the inaugural Northern Super League Final at BMO Field on November 15, marking a new chapter in Canadian professional women’s soccer.
Canada Life Steps Up as Sponsor of NAVIGATE 2025 – An Invitation for Companies to Join
On October 2, 2025, the Black Talent Initiative (BTI) will host NAVIGATE, a brand-new Corporate Leaders Summit in Toronto designed to empower Employee Resource Groups (ERGs) and the leaders who guide them. This inaugural event receives a major boost from Canada Life, whose sponsorship underscores their commitment to building inclusive workplaces and advancing Black professionals across the country.
Three Decades in Sponsorship and Matt Yonan is Not Done Yet
After graduating from the University of Illinois, Matt Yonan packed his suitcase and headed to Colorado with nothing but an unpaid internship at a sponsorship agency waiting for him. After five years of doing everything from client service, cold calling, evaluating partnerships, and drumming up new business, he was a Vice President at the agency, The Bonham Group. The success still felt hollow; the agency’s business model was transactional, and the dog-eat-dog culture and lack of personal investment left him disillusioned.
The Debate - Qualitative vs. Quantitative Metrics
Join Armaan Ahluwalia, Former Head of Strategic Commercial Solutions, Alpine Formula One Team, in a hands-on workshop that dives deep into the art and science of qualitative and quantitative metrics.
Powering Black Talent: How Strategic Partnerships Drive Impact Across Canada and Beyond
Black professionals need more than jobs—they need mentorship, networks, and growth opportunities. The Black Talent Initiative (BTI) delivers on all three, connecting Black talent with career pathways while helping organizations build inclusive workplaces.
Join SponsorshipX at the Sponsorship Marketing Awards
The Countdown is On: 2025 SMAs are Almost Here!
The 2025 Sponsorship Marketing Awards are fast approaching. Join us on Thursday, September 18th at TIFF Lightbox in Toronto for the biggest night in Canadian sponsorship marketing. It’s your chance to honour the partnerships, ideas, and activations that made an impact in 2024.
Diana Matheson Heads Speaker Roster for Changemakers Summit
SponsorsorshipX is thrilled to announce that Diana Matheson, founder and chief growth officer of the Northern Super League, will speak at the Changemakers Summit in Toronto from November 13 to 15, 2025.
Level Up with Dr. Norm O’Reilly
Sponsorship measurement isn’t standing still, and neither should you. In one of our most in-demand sessions, “Modernizing Sponsorship Measurement: Upping Your Game on Evaluation and Valuation,” industry leader Norm O’Reilly (Dean, University of New England & Partner, T1 Agency) discusses modernizing your approach.
BASECAMP 1.0 Completed
Our first-ever SPX BASECAMP was a climb we took together.
For three days in Whistler, we shared ideas, pushed boundaries, and stood shoulder to shoulder as leaders redefining what it means to show up. We left with new friends, new visions, and a reminder that leadership is a brand we build every day.
Sponsorship: It’s Not Just for the Big Leagues
When most of us think about sponsorship, giant banners at a major league baseball game or a corporate name on an arena probably come to mind.
But can sponsorship be used effectively in a more nuanced way by a brand looking to demonstrate its capabilities, build its credibility, inspire its employees, and impact an audience beyond its industry?
🚨 SXSW PANEL PICKER PITCH! 🚨
We’re pitching to be on the SXSW 2026 agenda, and this is our Pitch about the Pitch.
🌎⚽ The World’s Biggest Event. The Future of Brand Building.
Lollapalooza 2025: Comfort, Creativity and Culture on Full Display
Lollapalooza 2025 turned sponsor marketing into unforgettable experiences, and here are some standout Brand Moments.
Crankworx at 20: From Volunteer Days to Global Stage
This week in Whistler, the world's biggest mountain bike festival turns 20. Crankworx has evolved from a local celebration of the sport into a global brand with stops in New Zealand, Australia, Europe, and Canada. I had the chance to sit down with the man steering the ride, Darren Kinnaird, Managing Director of Crankworx Events Inc.
SRAM Calls for Global Cycling Changemakers
Whistler, BC — At Aspire 2025, an evening hosted by the Grow Cycling Foundation and Crankworx on August 9, SRAM announced that applications for its enhanced Community Partnership Program will open on September 1, 2025. The event at the Squamish Lil’wat Cultural Centre during Crankworx Whistler’s 20th anniversary brought together some of the most influential voices in cycling’s inclusion movement.
Partner as a Cohort Changemaker at the SponsorshipX Changemakers Summit
Be the Catalyst!
At SponsorshipX, we’ve seen the power of opening doors for the next generation of leaders. We’ve done it at the Grey Cup with TELUS, at the JUNOS with TD, and through multiple events with the PNE, the Black Talent Initiative, and others.
From Coffee Lines to Blue Lines: Barbie Stars in the PWHL
Tim Hortons, Mattel, and the Professional Women's Hockey League unite for a cause-driven collaboration that puts Sarah Nurse and Marie-Philip Poulin in the toy aisle and on a mission to grow the game.
Savvy Sponsorship Marketers Watch This Session. The Great Ones Share with Their Team.
This is sponsorship marketing at its most strategic.
In this high-impact session from the SponsorshipX ROI Forum, Kristin Crawford and Yoeri Geerits of YouGov Canada showcase how brand tracking and audience insights are being used to power winning partnerships