Changemakers Spotlight: Sarah Simpson- Global Events Head, EA SPORTS
With over 20 years in events, Sarah’s career has spanned several industries, from broadcast to sports to retail, and now to gaming as the Global Events Head for EA SPORTS. In this role, Sarah oversees the team responsible for bringing iconic EA SPORTS franchises to life, including FC, Madden, College Football, F1, and NHL.
Get Ready for the Changemakers Summit in Toronto!
I wanted to take a moment to give you a rundown of what is happening at the SponsorshipX Changemakers Summit. It will be an action-packed few days, so get ready to soar!
S2 E2 | From Red Bull to Grow Cycling: Eliot Jackson’s Ride to Impact
Recorded outdoors in Whistler — complete with a soundtrack of mountain wind and laughter — this conversation brings Mark Harrison together with Eliot Jackson.
5 Key Takeaways from the Sponsorship Mastery Summit: Culture, Community, and Connection
I left the Sponsorship Mastery Summit reminded of one simple truth: sponsorship is not about money changing hands, it’s about connection. We’re in the relationship business, and when done well, sponsorship can be one of the most direct routes between brands, communities, and culture.
The FIS Freeride World Tour by Peak Performance Returns to Alaska in 2026
FWT and YETI join forces to bring freeride’s elite back to the legendary spines of Haines for the YETI Alaska Pro in March 2026
Waterworks, Where Changemakers Gather
The SponsorshipX Changemakers Summit is about creating conversations that spark movements.
We’re excited to announce that Waterworks Food Hall will be our hub for content, meals, registration, business development, and collaboration.
S2 E1 | Changemaker on the Mountain: Chris King of Outdoor Research
Join us for a dynamic conversation between Mark Harrison and Chris King, VP of Brand at Outdoor Research, recorded live at Crankworx Whistler during its momentous 20th anniversary.
TIFF 50th Strikes Gold with Partners
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.
Help Raise $ 20,000 to Celebrate 20 Years
SponsorshipX is donating $100 from every Changemakers Summit registration and a percentage of net partnership revenue to Park Street Education, a charity that aims to close the equity gap in Education, one student at a time.
Driven by Disruption
Changemaker Spotlight: Rachel Pinnock
Rachel Pinnock’s title at the Canadian Paralympic Committee is Director of Commercial Strategy and Impact, which may seem at first glance like a moniker at odds with itself. However, that very dichotomy is why we asked Rachel to speak at the SponsorshioX Changemaker Summit this November in Toronto.
$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.