Sponsorship spending across Canada has reached $4.7 billion, according to the 2026 Canadian Sponsorship Landscape Study (CSLS), which marks the 20th anniversary of the national industry benchmark. Brands are planning to increase their sponsorship investment further next year, the study found. The annual study found that brands are committing more money to rights fees across categories while placing greater emphasis on evaluating whether sponsorship spending is delivering measurable results. Professional sport continues to account for the largest and most…
