Canadians haven’t stopped accepting sponsors but their acceptance has become conditional. They recognize that sponsorship funds the festivals they attend and keeps admission free, while also feeling there are sometimes simply too many sponsors. That paradox is redefining the discipline: in 2026, sponsorship no longer buys visibility. It earns permission.
Drawing on a new national study of Canadian consumers, Elevent traces the full arc of the fan from the social licence of sponsorship all the way to the purchase itself. You’ll leave with: a picture of permission by generation and by market, a map of where fandom actually lives in 2026 (including the rise of women’s sport), a measure of how much passion multiplies sponsorship-driven purchase intent, the channels that genuinely reach this fan, and a read on 2026’s three marquee moments: Milan-Cortina, the Canadian Grand Prix and the FIFA World Cup.
Presenter: Jay Hébert, Co-founder and President, Elevent
Date: Thursday, September 10, 2026
Time: 11:30 a.m. – 12:30 p.m. EDT
Jay Hébert, Co-founder and President, Elevent
With over 20 years of experience in communications and marketing, Jay Hébert is a sponsorship expert who has collaborated with major brands and properties in Canada and abroad. After a career in agencies and as Director of Sponsorship at BMO Financial Group, he now leads Elevent—the only Canadian agency fully dedicated to sponsorship strategy, research, and evaluation. His work with more than 150 clients provides him with a unique perspective on industry trends and the future of sponsorship.
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