From presence to influence: a new era for partnerships

Following two days immersed in the world of SponsorshipX, one thing was crystal clear: sponsorship is undergoing a major transformation that is profoundly influencing the way brands interact with culture, communities and different audiences.

Here are some takeaways from the discussions I participated in, new research that’s emerging in the field, and conversations I had with stakeholders at the event.

Sponsorship as a lever for impact

Brands must do more than simply be present. The brands that perform well today are those that generate real impacts that can be measured through perception, a sense of belonging, and the value created on the ground.

Activations that stand out create a relevant and intentional experience, rather than just occupying space.

The winning combination: strategic rigour + unapologetic emotion

The industry is undergoing a big change: the most effective activations now combine a clear strategy (in terms of goals, targets and data) with an emotional experience (that makes audiences feel something).

Emotion is no longer considered a simple embellishment. It’s a performance booster.

Athletes as culture agents

Athletes are no longer just spokespeople, they are impact creators, value vectors and conversation catalysts.

Successful partnerships focus on authenticity, allowing athletes to share their stories and create a bridge between the brand, the community and the cause.

Human impact directly becomes brand impact.

Equity, inclusion and representation: expectations over angles

Today’s sponsorships are evaluated through a societal lens.

Whether it’s diversity, inclusion, economics, or women’s sports, audiences, especially young people, are paying close attention to consistency.
Doing the right thing is also a winning strategy.

The meteoric rise of women’s sports: a turning point

This is probably the most powerful insight I gained from my visit.

It’s not just a trend, but a historic watershed.

The report It’s Time: Pro Women’s Sport, published by Canadian Women & Sport, makes the following observations:

– The women’s sports market in Canada has doubled in just two years, reaching $400 million today, while its value is expected to reach $570 million by 2030.

– Brands that invest in women’s professional sports have seen a 25% increase in brand awareness, positive sentiment and purchase intention.

Companies that invest now in women’s sports leagues, teams, athletes, experiences, and ecosystems will have a head start that will be difficult to catch up with.

SponsorshipX highlights a shift in our industry that is clearly moving in the right direction.

Because sponsorship is no longer a marketing expense. It is a tool for cultural, social and emotional transformation.

The companies that succeed in the coming years will be those that use their partnerships as real drivers of impact.