A new survey has found that sponsorship spending in Canada hit an all-time high of $4.68 billion in 2025, with brands investing heavily in professional sports, grassroots initiatives, and non-profits. The Canadian Sponsorship Landscape Study, unveiled at SponsorshipX in Toronto, highlights a 17% surge in rights fees despite 4% inflation since the pandemic. Dr. Norm O'Reilly, a study co-author, noted brands spent an average of $10.2 million on sponsorships in 2025, with five companies allocating over $100 million. The rise is attributed to new leagues like the Northern Super League and Professional Women’s Hockey League, as well as the WNBA’s Toronto Tempo, which have solidified women’s sports as a viable market. However, the study warns that activation spending-investment beyond rights fees to boost brand visibility-remained flat, raising concerns about sponsorship effectiveness. O'Reilly emphasized that while rights fees soared, the lack of growth in activation spend has pushed the ideal 1:1 activation ratio seen in 2023 back down.