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.
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.