For the past 19 years, the Canadian Sponsorship Landscape Study (CSLS) has told an annual story of trends, changes, investment, and capacity for the well-known marketing tactic of sponsorship in Canada. Over the years, the study has provided some key insights for a growing and formalizing industry, including ‘festivalization’ – coining the term around the rise of festivals and ‘festival-like’ actions in sponsorship in the early to mid 2010’s. The CSLS also observed the rise of professional sport (twice) as it took more and more of the pie with big jumps twice in the past decade. The study has also provided direction to the industry on key tactical areas such as activation and servicing, which needed advancing or more attention.
The 19th annual results were no different, in that important insights and observations were provided to Canadian brands, properties and agencies on sponsorship. Notably, the results were the most positive we have seen in years, themed as ‘the age of optimization’ in a year where estimated total spend exceeded $4 billion for the first time, and tools, tactics, investments, and activities advanced to never-before-seen levels.
You’ll have the opportunity to ask Dr. Norm O’Reilly your questions during the Q&A.
Presenter: Norm O’Reilly, Partner, The T1 Agency & Dean College of Business, University of New England
Date: Tuesday, Februart 3rd, 2026
Time: 11:30 a.m. – 12:30 p.m. ET
If you have any questions or have difficulty registering, please contact Capucine Printemps: 416-991-2297
Norm O’Reilly, Partner, The T1 Agency & Dean College of Business, University of New England
Dr. Norm O’Reilly has been a partner with the T1 Agency for more than 15 years. Over that time, he has worked on more than 250 client projects, ranging from Fortune 100 companies to small amateur sport properties and causes. He has generated insights as lead author of research studies, blog posts, and white papers, and has participated on the organization’s leadership team. He speaks often, including keynotes to industry.
Dr. O’Reilly is also a sought after academic and is recognized as one of the leading scholars in the business of sports. He is currently Dean of the College of Business at the University of New England. He has authored or co-authored 20 books, 14 case studies in the Harvard/Stanford series, and more than 170 peer-reviewed journal articles.