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Canadian Brands Rethink Sponsorship ROI | Toronto News
Canadian brands are pouring record-breaking cash into sponsorships—$4.7 billion this year, with even bigger plans for next—with a major shift toward proving ROI and building real community impact. While pro sports still dominate, cause-related sponsorships are surging to second place, especially ahead of the 2026 FIFA World Cup. Despite rising spending, sponsorship’s share of the marketing budget has shrunk, as brands demand better performance from partners and invest heavily in measuring success. The future belongs to sponsorships that resonate emotionally and deliver tangible value—not just…
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