Athletes & Celebs Canadians Are Loving in 2025 (And Why That Matters for Brands)
There’s a lot of factors that go into athlete and celebrity endorsements, but it doesn’t hurt to start with three questions: Does my target market know who this person is? Do they like them? Are these metrics on the upswing?
We track hundreds of personalities every quarter to help brands gut check - and cut through the noise of social followings - before they deep dive on potential partnerships. And the data from the first half of 2025 reveals some fascinating shifts in who Canadians are connecting with most.
The challenge: Recognition doesn’t equal brand affinity
Many brands make the mistake of equating high recognition with endorsement gold. But our data consistently shows that being known and being liked are two very different metrics. Even more crucial? Understanding when a celebrity’s popularity is gaining momentum versus plateauing.
The most successful brand partnerships happen when recognition, likeability, and positive trajectory align. When we look at the numbers from Q1 to Q2 2025, three personalities stand out as having made the biggest gains in both being recognized AND liked by Canadians.
Who’s winning hearts and minds across Canada
Here’s who made the biggest jumps in our likeability rankings - and why these metrics matter for your next endorsement strategy:
Shai Gilgeous-Alexander dominates on and off the court
What else can we say - MVP, FMVP, NBA Champion. And this data is from before he hoisted the Larry O’Brien trophy. Kudos to whomever made sure his signature Converse shoes were draped around his neck within moments of the final buzzer (the real MVP?). The numbers show Shai made significant gains in both recognition and likeability among Canadians from Q1 to Q2 2025.
Ryan Reynolds somehow gets even more likeable
Seriously. Don’t know how he could still gain likeability (already #1), but partnering with Tim Hortons on a signature breakfast seems to have converted the last few Canadians who weren’t already fans. Reynolds continues to show that maintaining momentum while staying authentically Canadian makes him a standout choice for brands.
Emma Maltais rises with the PWHL
Rookie sensation, gold medalist, Sceptres star - as the PWHL ended its second season, Emma’s recognition and likeability climbed. Pizza Pizza Limited, Mattel, Inc., and BIC should be happy to hear their partner has strong momentum based on our Q1 to Q2 tracking data.
If you’re wondering who just missed the podium, it’s Vlad Jr! Signing the deal with the Blue Jays surely helped surge Canadians’ affinity for Vladdy.
What our data reveals about successful partnerships
Our tracking from Q1 to Q2 2025 shows that these three personalities made the biggest gains in both recognition and likeability among Canadians. What makes their success particularly noteworthy is the combination of authentic Canadian connections and strategic timing around major moments - championship wins, brand partnerships, and league milestones.
Practical takeaways for your next endorsement decision
Our quarterly tracking data shows that the most effective celebrity partnerships start with measurable factors: current recognition levels, genuine likeability scores, and positive trajectory indicators. Rather than chasing follower counts, focus on personalities who are demonstrably gaining ground with your target audience - like these three standouts from our Q1 to Q2 analysis.
Ready to make data-driven endorsement decisions?
These insights represent just a snapshot of what our quarterly celebrity tracking reveals. When it comes to endorsement strategy, the difference between a good partnership and a great one often comes down to timing and authentic audience connection.
Want to explore how these rising stars - or other personalities in our database - align with your brand’s target market? Let’s have a conversation about how SponsorPulse can help you make endorsement decisions based on real audience data, not just social media metrics.
