Session Descriptions

The following are descriptions for our plenary sessions.

From Awkward to Awesome: Real Talk on Networking

Speaker: Christi Cruz & Jennifer Bishop

Let’s be honest—walking into a room full of strangers isn’t everyone’s idea of fun… or is it? Join two seasoned professionals, known for their powerful networks and their uncanny ability to land a meeting with just about anyone. This candid, high-energy session will show you how to confidently work a room, build meaningful connections, and turn casual conversations into real opportunities. Whether you’re an introvert, extrovert, or somewhere in between, you’ll walk away with practical tips, fresh perspectives—and maybe even a few new contacts.

Real talk. Real strategies. Real results.

What Sponsors Want Now - Moving Beyond Basic Branding/Logo Visibility

Speaker: James O’Connor

Sponsorship is back! Brands are investing more than ever; however, they’re changing the way they approach sponsorship and getting smarter in how they spend their dollars. While the overall sponsorship spend in Canada has increased, the right fees paid out by sponsors has decreased.  What’s happening? Outside of sports, non-profit/non-sport properties know the challenge all too well of retaining sponsors, increasing their investment, or let alone attracting new sponsors.

This session will explore:

·       What is actually happening in the current sponsorship marketplace

·       What does it mean for you and your organization

·       How you can take advantage of the situation and create even deeper relationships with sponsors to ensure they stay

Building a Canadian Story

Speaker: Bart Given

Recent years have brought significant shifts in how Canadians express patriotism and sovereignty. Traditional symbols have given way to more inclusive, community-rooted narratives, reflecting a deeper and more complex understanding of national identity. These changes - shaped by social, cultural, and political challenges - have prompted a collective re-examination of what it means to be Canadian.

While these changes have challenged long-held assumptions, they also present a powerful opportunity: when approached thoughtfully, storytelling can help organizations build genuine, lasting connections with Canadians. This session explores the key elements and considerations for crafting narratives that resonate in today’s Canada - stories that are grounded in insights, shaped by lived experience, and capable of inspiring pride and unity.

In this session, Bart will share how brands and organizations can tap into the power of storytelling to build meaningful relationships with Canadians. From coast to coast to coast, TORQUE Strategies has helped shape campaigns that reflect the heart of the nation, whether through brand campaigns, national celebrations, or major events.

The Art & Science of Sponsorship Valuation

Speaker: Neal Covant

SponsorPulse's Neal Covant will walk through the practical methods top brands use to assess sponsorship performance with clarity and confidence, including a live case study on valuing the opportunity for a professional sports team. We’ll break down how brands can accurately assess and maximize the impact of their sponsorship investments. Learn key valuation methods, data-driven measurement techniques, and strategies to ensure your sponsorships deliver a real strong value to investment ratio.

Here's what we discussed:

  • How to assess sponsorship value using real performance data

  • What benchmarks matter and how to use them in negotiations

  • Examples of brands turning insight into smarter decisions

 The presentation will include a live case study on valuing the opportunity for a professional sports team, where you can see exactly how to quantify what a sponsor should expect to invest and why. Whether you're a marketer, sponsorship manager, or brand strategist, this session will equip you with the tools to make investment decisions that drive your business forward.

The Good, The Bad and The Ugly – A Sponsorship Year in Review and Forecast for 2026

Speaker: Brent Barootes

2025 began with a powerful surge in sponsorship, fueled by post-COVID recovery and the explosive growth of women's sports shifting beyond 2024 into 2025. Leaving 2024 with record levels of activation and a promising 2025. It was very exciting for all categories, non-profits to municipalities; charities to the arts; pro and amateur sport.  Then by the end of January a lot had changed!

The following months have presented unforeseen hurdles in our sector in many areas. Join this opening session for a candid review of 2025's key moments – the successes, the setbacks (perhaps even a few surprises in naming rights!), and the crucial lessons learned. More importantly, we'll equip you with a clear forecast for 2026 and actionable strategies to capitalize on emerging opportunities.

What You Really Sponsor

Speaker: Carolyn Shaw

Sponsorship is rarely about what’s on the surface. You’re not just sponsoring an event, a cause, or a logo—you’re sponsoring a feeling, a need, a human truth. This provocative talk unpacks what brands are really buying into when they partner with a property—and what properties are truly offering in return. Through real-world, client-side insight and behavioural thinking, this talk reveals how great partnerships tap into deeper drivers like identity, belonging, and personal growth. This session will challenge your thinking and sharpen your storytelling—so you can build partnerships that resonate deeper and matter more.

The Canadian Sponsorship Landscape Study Data Presentation

Speaker: Norm O’Reilly

The 19th 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.