Activation Love
Last week in Vancouver, I fell in love. Again.
In love with Vancouver? Maybe.
If so, that’s a love affair that started in 2005, when we held our first-ever sponsorship forum with the Canadian Football League and the Grey Cup. My love was nurtured through many client events in this gorgeous city, such as the HBC Run for Canada, the Nike Human Race, and another SponsorshipX event in 2025 (the ROI Forum). The podium topper was, of course, the 2010 Vancouver Olympics & Paralympics.
My love for Vancouver is activated every time I visit, and my heart goes especially aflutter when it is the host site of major events.
Last week was special, having an opportunity to experience how Vancouver showed out for FIFA. Vancouver leveraged every blessed and unique asset they possess to celebrate this global experience, from the local nail salon (yes, I got a mani-pedi) to the FIFA Fan Fest at the PNE. The good vibes were like a volcano erupting through the stadium roof as the Canadian side convincingly secured its first-ever men’s World Cup win with a 6-0 drubbing of Qatar.
For the third time, SponsorshipX hosted an event in Vancouver, the Activation Lab, and we were thrilled to have a front row seat to the action. It was the perfect setting for our workshops, field trips, and connection events.
My flame also burns brightly for the multiple subject-matter experts leading the discourse on the future of activation. I am sharing special affection for the speakers who took a hydration break from their tournament duties to treat our delegates to FIFA insider insights. I am looking at you- Jessie Adcock (Vancouver Host Committee Lead), Kevin Blue (Canada Soccer CEO), Diana Brenchley (Director, FIFA WC 26 Activation for Coca-Cola), Karen Massicotte (PNE VP Marketing - Host City Partner), Zach Gordensky (Innocean - agency for Kia), and RJ Carlos (Partner - Inventa / Fan Fest co-producer).
The content and conversations were as bright as the sunny three days we enjoyed. My heart and brain truly love the lessons I personally took away.
Here are three faves from my roster of learnings
1. AI may be having its moment, but it is no match for human connection.
2. Global platforms like the World Cup may provide the fuel for creative activation, but the match that lights the fire is best in the hands of local talent.
3. Competing agencies can collaborate and co-create for the betterment of our industry when the world is watching.
The answer to my opening question, though? The people.
The aforementioned speakers, plus the many others not on the list above. Our winning SPX team. A talented side of earnest volunteers. Every partner we activated. They are all part of the community who made the trek to the Left Coast to dive deep into the Activation Lab. You could hear my heart pound as I was watching delegates go from perfect strangers to seafaring best friends in minutes. My goosebumps are real when I witness ideas being shared as joyfully as the laughs, hugs, and contact information. My emotions run high when I read the love in the conference app.
This is a people business; that’s the part I love so much, and that’s why I love nothing more than hosting you all.
So while I know we witnessed world-class marketing activation, thank you, FIFA Vancouver, I also know we cultivated, created and activated a lifetime of professional friendships.
MH3