Sponsorship Council
The Sponsorship Council, a joint strategic initiative between the CMA and the SMCC, helps raise the profile of sponsorship as an integral component of the marketing mix through thought leadership, best practices and networking opportunities.
Council Members
Recent Articles Authored by Council
Sponsorship and EDI: advancing representation and impact
As someone who is passionate about equity, diversity and inclusion (EDI), I’ve seen firsthand how the focus on these values has grown across all industries.
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Canada’s defining soccer moment
Passionate supporters, strong grassroots participation, and moments of international success existed but without the sustained platform to elevate the game into the national mainstream and public consciousness.
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Not every World Cup strategy starts from the same place
As the FIFA World Cup 2026 approaches, Canadians are going to be surrounded by soccer-focused brand activations and campaigns.
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Key themes from this year’s Canadian Sponsorship Marketing Awards
Each year, the Canadian Sponsorship Marketing Awards (SMAs) celebrate the campaigns and sponsorships that set new benchmarks for creativity, authenticity and impact in sponsorship marketing.
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4 Nations Face-Off
For two weeks in February, 4 Nations Face-Off (4NFO) dominated sports media across North America. With over 43.9 million viewers tuning in across the continent, best-on-best hockey brought unmatched competitive edge and cultural relevancy.
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