As TIFF celebrates its 50th anniversary, it marks a significant milestone in the world of cinema and strategic partnerships. The festival's enduring strength is built around a blend of legacy sponsors and new voices, all woven into an immersive experience that spans screens, lounges, and the heartbeat of Toronto. This 50th anniversary is not just a number, but a testament to the festival's commitment to showcasing the best in film and the power of collaboration.

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.

I wanted to share this partnership, as it is a proper fit between a brand and a rights holder....

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.

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.

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.

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.

SponsorshipX is curating the Changemakers Summit with impact-focused partners such as YouGov, Northern Super League, T1, and Humanity. Here is how to join the roster and demonstrate your leadership and advocacy with the marketing community. 

TikTok Canada has been forced to abruptly withdraw millions in sponsorships from major Canadian arts organizations due to a federal order requiring the company to cease operations there.

Exactly 365 days before the opening whistle in Mexico City kicks off the most ambitious FIFA World Cup ever, host cities across North America have transformed the symbolic "one-year-out" milestone into a living, crescendo campaign.

Heineken® 0.0 has been announced as the official partner of F1® THE MOVIE, the upcoming global release starring Brad Pitt and Damson Idris.

Sometimes, in sports sponsorship, being in the right place at the right time can be just as important as having the right strategy.

At SponsorshipX, we’re constantly scanning the global landscape for fresh thinking in sponsorship. Whether it’s new ROI data, bold category crossovers, or culturally charged brand moves, here are some stories our team thinks every sponsorship marketer should select one or two of to read this week!

This week, the sponsorship world saw sharp contrasts: record-breaking investments in sports and entertainment and, at the same time, troubling retrenchments around social impact. Let’s dive in:

Ben Shelton Partners with Thorne for Performance Campaign

 U.S. tennis standout Ben Shelton has partnered with Thorne to launch a high-performance supplement campaign

NBA jersey patch deals have emerged as one of the league’s most prestigious assets, priced at an average of $10.9 million per deal.