Sponsorship Trends 2026: Emerging Opportunities & Winning Strategies

As we close out the year, we’re releasing the Second Annual Unwrapped: Sponsorship Trends for the Year Ahead.

A sharp look at the 12 forces that will define sponsorship marketing in 2026. These are the shifts that matter for decision makers: where investment is moving, how fan expectations are evolving, and what it will take to build partnerships that actually drive brand and business impact.

Check back as we release the remaining trends, along with details about our live session on January 16th, where we’ll take a deeper look at what’s ahead.

1. Brands approaching sponsorship as long-term brand building strategies (versus short-term tactics)

Sponsorship marketing is having a bit of a glow-up. Sponsorship marketers have often treated sponsorships like short-term tactics, where they jump in for a season, grab some visibility, run a few activations, and move on. But today’s reality is very different.

Brands need efficiency and scalability more than ever. Budgets are tighter, expectations are higher, and no one can afford to be “in and out” of the market. That’s why sponsorships are increasingly being used as long-term brand-building platforms, not one-off plays.

And while we know that dedication and continuity lead to a deepening of engagement and return that builds over time, what will happen as brands streamline their portfolios to concentrate investment where it can scale most efficiently?  Where, and how much, will they divest?  Will rights holders be pushed (harder) to deliver deeper value, richer storytelling, and year-round integration?

2. Women’s Sports: Proof of Performance Year 2+

After several years of engagement momentum, and now reaching millions of Canadians, women’s sports are no longer a “rising trend.” They’ve matured into a strategic marketplace. And with women’s sports now in an era where the headlines are about record-breaking attendance and viewership, brand partners aren’t asking “should we be here?” anymore. They’re asking: Is the growth sustaining, and what does success look like beyond the first year.

The short answer: yes, the growth is real. But the more important answer is that year two and beyond look fundamentally different from year one. The metrics deepen. Expectations sharpen. And the brands who are winning are the ones shifting from opportunistic involvement to long-term strategy building. As the space evolves, the leaders are becoming more intentional with how they invest…which is why the next phase is so exciting.

If year one was about proving the opportunity, year two and beyond are about proving the model. Brands now have the data, tools, and case studies to make women’s sports a core part of their marketing architecture. Sponsorship performance will be defined not by who got in first, but by who commits with vision, depth, and discipline.

3. The Sponsorship Reset: Choosing the Right Places and the Right Presence

In a shifting economic climate, brands are taking a hard look at their sponsorship footprint and realizing that simply “being out there” isn’t enough. The days of scattered, tactical placements and quick-hit deals are fading fast. Instead, marketers are hitting reset, rethinking both where they show up and how they show up.

Brands want a fresh, purpose-driven strategy that aligns with what they stand for, who they serve, and the cultural or category spaces where they can genuinely matter. And with many teams rebuilding from the ground up, the need for end-to-end guidance has never been higher. They’re asking tougher questions:

• Does this environment reflect our values and ambition?

• Can we activate meaningfully here?

• Is this a place where our brand can add value - not just add a logo?

And with thousands of options across sport, cause, culture, music, entertainment, and lifestyle, the selection process has never been more complex or more critical. Relevancy is key- being where your customers are and where driving impact has the highest likelihood. For example, here are the lifestyle and entertainment properties with the strongest potential to drive impact (among those engaged) with total Canadians. Here is the list again but among Telecom switcher intenders. Notice the differences?

As brands continue their sponsorship reset, they face a pivotal question: Is your sponsorship portfolio built to make noise or to make sense?

4. Cultural partnerships in music, art, and entertainment are on the rise

From concert halls and gallery openings to sneaker showcases and community festivals, Canadians are gathering in record numbers around music, art, and entertainment experiences. Moreover, consumer spending trends in Canada show that despite ongoing economic headwinds, people are still prioritizing entertainment experiences. According to recent transaction data, spending on arts and entertainment by Canadian cardholders has accelerated significantly compared with earlier years, signaling continued resilience and appetite for cultural engagement

These cultural moments bring millions of Canadians together every year, creating shared experiences that extend far beyond ‘having a good time’ and into emotional connection and community impact. Cultural partnerships allow brands to become part of the tapestry of people’s lives rather than background noise.

As cultural events continue to attract Canadians’ time, attention, and spending - even amidst broader economic pressures - the sponsorship landscape is adapting. Marketers who invest in music, art, and entertainment ecosystems not only gain visibility but also trust, relevance, and community connection…performance metrics that brands are prioritizing more than ever before. Cultural partnerships are quickly becoming an integrated and long-term platform, where brands can show up in ways that feel meaningful, memorable, and genuinely connected to the hearts of Canadians.

How will your sponsorship strategy evolve as Canadians’ passion for cultural experiences continues to grow?

These are the first trends shaping 2026, check back as we update this page with the full set, and don’t forget to register for the January 16 webinar for the complete walkthrough. ⬇️