Sponsorship marketing sits at the intersection of brand, performance, emotion, and culture, yet it remains one of the hardest areas to measure with confidence and clarity. As live Sports remains one of the three main reasons consumers tune into live broadcasts, it remains very relevant as an upper-funnel marketing channel for brands.
This session brings together 2-3 senior marketing leaders from online gaming (Betty), CPG (Maple Leaf Foods, P&G, or GSK), and retail (Home Hardware) to explore how complex, multi-source research can be translated into clear, decision-ready guidance for the C-suite, without sacrificing rigour in the race for speed.
Through three real-world case studies, and the latest Canadian Industry ROI norms, the panel will unpack:
• How diverse data sources (media, brand tracking, sales, sponsorship assets, audience data) are integrated to tell a coherent ROI story
• Where AI meaningfully supports sports sponsorship today, from planning and optimization to impressions measurement and effectiveness modeling
• How organizations balance fast insights with methodological depth to support high-stakes investment decisions
The session will move beyond theory, focusing on what actually works, what remains challenging, and how research teams can elevate their influence when sponsorship dollars are under greater scrutiny than ever.
Speakers: