Changemaker Spotlight: Leanne Bernardo, President and GM of Salt XC
At the SponsorshipX Changemakers Summit, we celebrate leaders who are driving progress with courage and creativity. Leanne Bernardo, President and GM of Salt XC, is one of those leaders. After co-founding Salt in 2019, she's built it into one of North America's fastest-growing agencies while championing a people-first culture and pushing the boundaries of sponsorship.
We caught up with Leanne for a Q&A that showcases her philosophy of change, her advice to emerging leaders, and her outlook on what's next for our industry.
SPX: What guiding philosophy or quote best reflects how you approach change?
LB: "Don't fight back. Fight forward."
– Ted Lasso
We all have way too many battles to fight, opinions to change, hurdles to overcome. What if we deprioritized the minutiae of "now" and started to build a structure today that would create a better future tomorrow?
With a close second of...
"Turkey's don't vote for Thanksgiving"
– English idiom modified by Stacey Allaster
I find this metaphor to be a helpful (and hilarious) reminder that if you are going to the same people to answer the same problem, we aren't going to create a creative or effective solution. People are not going to suggest outcomes that will potentially negatively affect them. We need to constantly seek different perspectives, and triangulate information to understand how to be proceed.
SPX: When you think about "making change" in your work, what does that look like in practice?
LB: We cannot underestimate the importance of seeking different perspectives when on a mission to drive change. I've been most effective in creating change by employing empathy and understanding for the wide variety of stakeholders that are inevitably impacted by change. Taking the extra few moments to not just understand, but empathize, with other people's perspectives and viewpoints helps to create potential solutions that not only make a positive impact but create long-lasting change.
SPX: For someone just starting, someone who wants to drive meaningful change in sport, business, or community, what would your advice be?
LB: Put yourself out there. If you have an idea, just get started. Don't wait for the circumstances or timing to be perfect—they almost never are. Passion, curiosity, and drive fuel 90% of initiatives.
SPX: Looking ahead, what excites you the most about the future of sponsorship and the opportunities for changemakers?
LB: This is the most exciting time I can remember in the sponsorship industry, for two reasons:
There is interest and passion amongst brands, properties, and agencies to change the way we look at valuing partnerships.
There are so many more unique and interesting properties to align our brands with. Having the foresight and courage to take risks will pay off now more than ever.
Leanne's words are a rallying cry for anyone ready to lead with empathy, courage, and curiosity. She reminds us that the future isn't something to defend it's something to build.
Hear more from Leanne and other changemakers shaping the future at the SponsorshipX Changemakers Summit, November 12–15, 2025, in Toronto at the Waterworks Food Hall.
Don't miss your chance to be part of this movement sign up today.