The Activation Gap: What the 19th Sponsorship Landscape Study Is Really Telling Us.

The Activation Gap: What the 19th Sponsorship Landscape Study Is Really Telling Us.

Canadian sponsorship just hit $4.22 billion — the highest total ever recorded, with rights fees up 58% in a single year and brands reinvesting in women’s sport, evaluation, and fan experience at historic levels. SponsorshipX founder Mark Harrison sits down with Dr. Norm O’Reilly, Dean of the College of Business at the University of New England and a foremost authority on sponsorship data, to unpack the most actionable findings from the 19th Annual Canadian Sponsorship Landscape Study. The conversation turns to where activation dollars are actually going: social media leads at 19.9%, followed by hospitality, ancillary events, and advertising, and which categories represent the biggest opportunity for brands ready to differentiate. With 60.6% of brands planning to increase investment in women’s sport and evaluation spending at a 19-year high, the industry is making smarter, more intentional bets. The central question: with record investment flowing in, how do brands build activations that truly earn their audience? Join Norm and Mark at the SponsorshipX Activation Lab, Vancouver, June 16–18, 2026 - https://www.sponsorshipx.com/activationlab. [https://www.sponsorshipx.com/activationlab.] Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Heineken's Sponsorship Savant - Annamaria Fuzy

What does it mean to “be like water”? That was the advice Annamaria Fuzy received from a manager early in her professional journey. Without losing sight of the end goal, Annamaria learned to go with the flow and navigate the unexpected circumstances that come up in sponsorship marketing. What does it really take to build partnerships that last, across sport, music, and culture? In this episode of SponsorshipX Changemakers, Mark Harrison sits down with Annamaria Fuzy, Global Sponsorships at Heineken, a global marketing leader with 15+ years in FMCG and a career shaped by some of the world’s most influential passion points. From significant sports properties to cultural platforms, Annamaria has spent her career at the intersection of brand, partnership, and relevance. Get ready to hear about how she believes that sponsorship marketing is the perfect opportunity to use both the left and right side of your brain. She caught the bug for this industry in secondary school, working in hospitality at major events. The brands present and their motivations for participating in the action were intriguing and inspired her to learn more. It was from those early days of earning some money as a teenager that sparked her interest in this business. This podcast takes you through three chapters of Annamaria’s career, including a stint in purchasing. Her comments on this period of her career may surprise you as they defy your expectations of what a procurement expert would focus on. As global as Heineken’s sponsorship footprint is, this podcast takes another twist when Annamaria discusses the brand’s most recent investment in Padel. This fast-growing sport, its culture, and its participants represent a new approach for the brand giant in sponsorship, yet one that is still rooted in a simple strategic truth. A strategic truth that is non-negotiable for any Heineken partnership. Our host Mark Harrison “loved this conversation because not only did Annamaria dive deep and clearly into strategy, but she also shared essential leadership lessons and the people from whom she has learned them throughout her career” Pour yourself a beverage, sit back, and enjoy this conversation where the water and the beer are flowing. 🎧 Listen to SponsorshipX Podcast - Changemakers, Season 2 Featuring Annamaria Fuzy, Global Sponsorships at Heineken. Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Mark Harrison in Conversation with Mark Holland, CEO of CNE

If you care about how big ideas become real change, you’ll want to hear this one. For our Changemakers season, Mark Harrison sat down with Mark Holland, the new CEO of the Canadian National Exhibition, and the energy in this conversation is unmistakable. Holland brings the urgency of someone who knows the CNE is more than a summer tradition. In his view, it can become a 365-day destination: a place Toronto can be proud of and one visitors from around the world will want on their itineraries. What makes the episode stand out is how clear and practical Holland is about how to get there. He talks about listening first, building consensus, and using the political instincts he honed over years in public service to unite people around a shared vision. He also speaks as a fan. His love of music runs deep, and you can hear the excitement in his voice when he imagines a more ambitious, more surprising live-music experience at the fair. A few moments you’ll want to catch: * A fresh vision for the CNE’s future. Holland lays out why the fair should feel alive year-round and how the grounds could evolve into a hub for culture, innovation, and community. * A CEO who leads by listening. He’s clear that transformation only works if Torontonians see themselves in it. He talks openly about inviting community ideas and keeping the CNE anchored in what people love. * Partnerships that actually break through. Holland understands what modern sponsors want: experiences they can build, not just logos on signs. He explains how the CNE can co-create those moments and why the right title partner will help shape the next era. * A milestone in sight. With the 150th anniversary coming in 2029, Holland shares what a globally relevant celebration could look like. Spoiler: he’s thinking big. * A leader with serious drive. His vision is bold, his energy feels endless, and his commitment to transforming a Canadian icon comes through in every answer. If you want a look inside the mind of someone preparing to reshape one of Canada’s most beloved institutions, this conversation is worth your time. It’s about leadership, community, creativity, and what it takes to refresh a legacy brand without losing its heart. Listen to the episode now and get inspired by what’s ahead for the CNE and for the city it reflects. Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Building Brands, Running Marathons with Justin Mountstephens of MSM Global Group

Transcript [https://drive.google.com/file/d/1jcNlO4vBxBVyh9NKcjjD_gEzkWs8oKx7/view?usp=drive_link] In this episode, we sit down with Justin Mountstephens, founder of MSM Global Group and a true changemaker in the world of partnership marketing and commercial rights. Justin shares how his career accelerated in the high-octane world of Formula 1, where he learned the actual value of commercial rights, brand partnerships, and the business behind the spectacle. From the F1 paddock to launching his own agency, he opens up about the leap into entrepreneurship and what it took to start a business just before the world shut down during the COVID-19 pandemic. We dive into the challenges of launching MSM Global, how he’s built a team, and what he’s learned about resilience, leadership, and finding the right clients. He also pulls back the curtain on where MSM is headed next and how he’s thinking about the future of partnership marketing. Oh, and training for a marathon? Not just a fitness goal. Justin explains how the mindset, discipline, and endurance from marathon training have shaped the way he builds and leads a business. This episode is packed with insights for anyone in the partnerships, sports, or brand space, especially those Changemakers in our industry looking to connect with people who are moving the needle. 🔗 One to watch. One to connect with. Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

From Fairways to Fairness: Marianne Brooks on Values, Belonging, and Bold Moves in Sport Marketing

Season 2 of the SponsorshipX Changemakers podcast keeps pushing boundaries, and in this episode, we’re joined by someone doing just that in women’s sports: Marianne Brooks of the Northern Super League. Marianne’s journey from competitive golf to the boardrooms of sports marketing isn’t just a career pivot. It’s a lesson in how discipline, humility, and values-driven leadership can reshape an entire league. In this episode, listeners will learn how the Northern Super League isn’t just talking about values; they’re living them. From every meeting to every handshake, their approach is built on authenticity, inclusion, and accountability. Marianne breaks down how those values aren’t just corporate buzzwords but guiding principles that shape real behaviour and decisions. We also delve into why calling herself a “boring golfer” was never a put-down, but rather a quiet flex. It’s a glimpse into the mindset of someone who traded personal trophies for collective wins and found her drive amplified, not dimmed, in the process. One of the most powerful moments? Marianne’s take on leadership and belonging. She opens up about the deep connection that forms when you’re in rooms with others who’ve faced the same walls, fought the same fights, and found ways through. There’s a shared strength in that, and Marianne captures it with rare clarity. And if you’re looking for inspiration, you’ll find it here as Marianne shines a light on the trailblazing women in marketing who are rewriting the rules and the ones to watch as the next wave of changemakers. This isn’t just a podcast episode. It’s a must-listen for anyone serious about the intersection of sports, leadership, and values. * Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.