SESSIONS DESCRIPTIONS

The following are descriptions for our plenary sessions.

X Games Calgary: An Exploration of the Bid Process and Building the Case for Sponsorship

Speaker: Russell Reimer

Let’s go inside the bid that brought X Games to our country for the first time and how narrative, culture, history, inclusion, volunteerism shaped the story of how we were made for this moment and how sponsors can own the future of action sports in Canada.

Sponsorship Today – A New Landscape – What Has and Needs To Change?

Speaker: Brent Barootes

We all know the world of sponsorship and partnerships has changed dramatically and is forever evolving. More digital, more competition, new sponsor categories, and new needs. But still today too many properties and rights holders (not to mention brands) still think hanging a banner at a gala or putting a backlit sign above the front doors of a facility is all they need to do to be successful. And furthermore… there are still those that don’t know there is even a difference between a sponsorship and a donation. UGH!!!!

We are seeing a shift in the way sponsorships are bought and sold. We are seeing a shift in the way prospecting is done and why. And we still seem to think if we just count the number of people who come through the gate or doors, we can figure out the value of the assets. It is way beyond that now.

This session will look at the top three changes in the sponsorship marketing landscape today and how to leverage them with a roadmap for success. Whether you are in the arts, sport, post secondary, municipal, brand / sponsor or a charity… you will see what you need to do to survive and thrive in 2027 and beyond.

From Insight to Activation: Turning Data into Strategy

Speaker: Yoeri Geerits

In today’s sports sponsorship landscape, across both grassroots and professional properties, the difference between a good activation and a great one often comes down to insight. This session explores how data and audience understanding can move beyond reporting and into real strategic decision-making that elevates engagement and ROI. From fan behaviour at the grassroots level to scaled pro-sport environments, examine how insights can be translated into more targeted, relevant, and meaningful activations. Leave with a clearer understanding of how to connect insight to execution, and ultimately, how to build sponsorship activations that are not just seen, but leave a lasting impression.

The Canadian Sponsorship Landscape Study Data Presentation

Speaker: Norm O’Reilly

The 20th edition of the Canadian Sponsorship Landscape Study, shows a resilient and strong, but changing industry with brands, properties and agencies all impacted in how they approach sponsorship. In this session the lead research of the study will share the most recent results and insights into how to use the findings to best position, use or leverage sponsorship for organizational success.

Sponsorship Activations at Events: What Works, What Doesn't, and Why

Speaker: Victoria Mahoney

Sponsorship activations have evolved beyond branded tents, giveaways, and logo placement. Today's attendees expect experiences that are engaging, authentic, and worth their time, while sponsors and brands are under increasing pressure to demonstrate value and measurable results.

In this fast-paced session, Victoria will share real-world examples of sponsorship activations from events across North America, exploring both standout successes and those that missed the mark. Through storytelling and case studies from festivals, community events, sporting events, and experiential campaigns, attendees will gain insight into what separates memorable activations from forgettable ones.

Significance over Scale: Where Smaller Properties Fit, and Why

Speaker: Ian Malcolm

Smarter brand owners are building sponsorship portfolios around significance: how well each partnership in its portfolio contributes to brand and commercial objectives, not how many properties they hold. That doesn't mean cutting everything small or regional. Some smaller properties deliver outsized value for what they cost, especially when they enable powerful brand storytelling. Ian Malcolm, President & CEO of Lumency, shows where they fit and why, using three questions every brand asks:

  • Does this property deliver unique value we can't get elsewhere?

  • Are we spending more time managing it than activating it?

  • Can it fit with our broader brand strategy?