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
The Bricklayer, the Bot, and the Changemaker
The timeless craft of a bricklayer requires a rhythm for their craft, a keen eye for levelling and patience of Job. From the preparation of the site to the accumulation of tools to the all-important corner leads, there are no shortcuts in the process. Each buttered brick needs to be checked and double-checked, and the instincts of a master are earned, not learned.
Time for a Leadership Transformation
Leadership isn’t about climbing ladders. It’s about climbing higher in purpose, clarity, and capability.
That’s the mission of SPX BASECAMP, which will take place August 14–16 in Whistler. It is a leadership expedition designed to reset your mindset, expand your influence, and connect you to changemakers ready to lead the future.
This Is Why Brands Are Backing Women’s Sports
What does it take to build a sponsorship platform from the ground up and convince major brands to invest early?
Find out in one of the most compelling episodes of our ROI on Demand series:
🎥 “Building the Sponsorship Blueprint: Partnering with the Northern Super League”
Partnership with Purpose at the Changemakers Summit
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.
What to Expect at BASECAMP WHISTLER
Elevation for Leaders
That is the mission of BASECAMP Whistler, August 14-16, a leadership retreat covering everything from AI to Zero Ceilings for your future.
Designing for Magic: Leadership Through Experience
Most leadership programs teach people how to plan. How to decide. How to manage.
Very few teach people how to design for magic.
And yet magic might be the most underutilized force in leadership today.