BREAKOUT SESSIONS

The following are descriptions for our breakout sessions.

Sponsorship Activations at Events: A Deep Dive

Speaker: Victoria Mahoney

Securing sponsorship for events is only half the challenge. The real opportunity lies in helping sponsors transform their investment into meaningful experiences that create value for the sponsor, the event, and attendees.

This session takes a deeper look at the planning, development, and execution of sponsorship activations at events. Using additional and more in-depth analysis of event examples from the main stage presentation Victoria will explore how event organizers can support sponsors at every stage of the activation journey, from first-time sponsors with limited experience to seasoned brands looking for fresh ideas.

Participants will learn how to identify activation opportunities within their own events, develop creative concepts that align with sponsor objectives, and build stronger long-term partnerships through successful activation strategies.

Topics will include:

  • What makes a sponsorship activation effective

  • Helping sponsors who have never activated at an event before

  • Working with experienced sponsors to elevate their presence

  • Matching activation concepts to different sponsor types and budgets

  • Avoiding common activation mistakes and missed opportunities

  • Practical tools, templates, and questions to guide sponsor conversations

Valuation Is the Number. Evaluation Is the Decision.

Speaker: Ian Malcolm

Too many sponsorship renewals are decided on relationship history rather than evidence. This brands-only session separates valuation (what a sponsorship's assets are worth) from evaluation (whether the deal is right for your business). It then walks through four lenses for renewal calls you can defend internally: role, impact, efficiency and fit. Come with one sponsorship in mind. You'll leave with a first read on it.

What's in a Name? Naming Rights Explained, and How to Sell or Acquire the Right Way

Speaker: Yoeri Geerits

A venue name is the most visible asset in sport, and the hardest to price. Canada's naming rights market is unlike any other. A few banks, telcos and insurers hold most of the major names, many venues are publicly owned, and deal values are rarely disclosed.

This practical session shows how to evaluate a naming opportunity from both sides of the table. It covers how to build a defensible value range using top-down (market-based) and bottom-up (asset-based) methods, and how to find exposure and activation that go well beyond the sign on the roof. You'll also learn how to agree objectives and ROI metrics before the contract is signed. The session closes with the deal terms that decide who wins over the long run: duration, category exclusivity, renewal rights, rebrand costs and escalators.

Ideal for rights holders, venue operators, brand and sponsorship leads, agencies, and municipal teams running naming processes.