SponsorPulse Acquires TTG Canada and Torque Strategies

Sponsorship is built on partnership. The strongest partnerships are rooted in shared values, trust, and collaboration. When that foundation is paired with shared ambition and vision, it can deliver exceptional outcomes.

Over the past several years, SponsorPulse, TTG Canada, Torque Strategies, and IMI International have worked together to blend insight, valuation, strategy, and in-market representation. That collaboration has consistently delivered outsized returns for partners, moving seamlessly from insight to impact.

IMI International, a full-service consulting firm founded in 1971, launched SponsorPulse in 2018 to bring greater clarity, credibility, and consistency to sponsorship through insight. That ambition continues to accelerate with the acquisition of TTG Canada and Torque Strategies, uniting people, capabilities, and market presence into a more connected sponsorship ecosystem.

Sponsorship continues to benefit from significant tailwinds, driven by its ability to capture consumer attention, build brand relevance, and deliver measurable business results. Yet more than one in two sponsorship professionals agree that sponsorship remains difficult to value, difficult to measure, and challenged by a lack of trust between buyers and sellers. This acquisition strengthens our ability to address those challenges, reinforcing the foundation of the industry, while elevating how insights translate to in-market impact.

What does it mean for our clients?

• A larger, best-in-class team operating coast-to-coast, including the leadership of Bart Given, Managing Partner of Representation, IP & Brand Programs

• Enhanced insight and valuation capabilities across the full sponsorship lifecycle

• An expanded portfolio of top tier properties that we represent in-market

• Access to the creative teams behind some of the most impactful campaigns and proprietary IP

• Deeper proprietary data, deal intelligence, and local market expertise

• Proven synergies that will deliver immediate benefits to our partners

Will integration cause disruption?

• No. Our teams already collaborate across more than a dozen client partnerships, seamlessly delivering consumer insight, valuation, strategy, and in-market representation.

• This integrated model has been tested, optimized, and validated repeatedly. We’re ready, and our partners will feel the benefits immediately.

What does it mean for our industry?

• Canada is a global leader in sponsorship, home to world-class talent, innovation, and impactful sponsorship marketing. We know because we continuously measure it.

• The scale and growth of our domestic sponsorship industry demands more integrated offerings, greater innovation, and a willingness to challenge legacy approaches. This combination strengthens the industry's foundation and raises the standard for how sponsorship is valued, measured, and activated.

This step reflects our belief that it’s time to build stronger platforms and lead from the front.