Session Descriptions

The following are descriptions for our plenary sessions.

From Awkward to Awesome: Real Talk on Networking

Speaker: Christi Cruz & Jennifer Bishop

Let’s be honest—walking into a room full of strangers isn’t everyone’s idea of fun… or is it? Join two seasoned professionals, known for their powerful networks and their uncanny ability to land a meeting with just about anyone. This candid, high-energy session will show you how to confidently work a room, build meaningful connections, and turn casual conversations into real opportunities. Whether you’re an introvert, extrovert, or somewhere in between, you’ll walk away with practical tips, fresh perspectives—and maybe even a few new contacts.

Real talk. Real strategies. Real results.

What Sponsors Want Now - Moving Beyond Basic Branding/Logo Visibility

Speaker: James O’Connor

Sponsorship is back! Brands are investing more than ever; however, they’re changing the way they approach sponsorship and getting smarter in how they spend their dollars. While the overall sponsorship spend in Canada has increased, the right fees paid out by sponsors has decreased.  What’s happening? Outside of sports, non-profit/non-sport properties know the challenge all too well of retaining sponsors, increasing their investment, or let alone attracting new sponsors.

This session will explore:

·       What is actually happening in the current sponsorship marketplace

·       What does it mean for you and your organization

·       How you can take advantage of the situation and create even deeper relationships with sponsors to ensure they stay

The Good, The Bad and The Ugly – A Sponsorship Year in Review and Forecast for 2026

Speaker: Brent Barootes

2025 began with a powerful surge in sponsorship, fueled by post-COVID recovery and the explosive growth of women's sports shifting beyond 2024 into 2025. Leaving 2024 with record levels of activation and a promising 2025. It was very exciting for all categories, non-profits to municipalities; charities to the arts; pro and amateur sport.  Then by the end of January a lot had changed!

The following months have presented unforeseen hurdles in our sector in many areas. Join this opening session for a candid review of 2025's key moments – the successes, the setbacks (perhaps even a few surprises in naming rights!), and the crucial lessons learned. More importantly, we'll equip you with a clear forecast for 2026 and actionable strategies to capitalize on emerging opportunities.

The Art & Science of Sponsorship Valuation

Speaker: Neal Covant

SponsorPulse's Neal Covant will walk through the practical methods top brands use to assess sponsorship performance with clarity and confidence, including a live case study on valuing the opportunity for a professional sports team. We’ll break down how brands can accurately assess and maximize the impact of their sponsorship investments. Learn key valuation methods, data-driven measurement techniques, and strategies to ensure your sponsorships deliver a real strong value to investment ratio.

Here's what we discussed:

  • How to assess sponsorship value using real performance data

  • What benchmarks matter and how to use them in negotiations

  • Examples of brands turning insight into smarter decisions

 The presentation will include a live case study on valuing the opportunity for a professional sports team, where you can see exactly how to quantify what a sponsor should expect to invest and why. Whether you're a marketer, sponsorship manager, or brand strategist, this session will equip you with the tools to make investment decisions that drive your business forward.