SESSIONS

Keynote Presentations

AI & the Impact on Sponsorship and Marketing

Artificial Intelligence (AI) is transforming how organizations attract partners, build sponsorship value, and execute marketing strategies. From audience insights and content creation to proposal development and sales enablement, AI is becoming a core tool in modern marketing operations. This keynote provides a practical, non-technical overview of how AI is being used today across marketing and sponsorship functions. Drawing on real-world examples, the session demonstrates how organizations can increase efficiency, improve targeting, and strengthen their sponsorship offerings in an increasingly competitive landscape.

Audience members will:

·       Understand what AI is and how it applies to marketing and sponsorship

·       See real-world examples of how organizations are using AI to attract sponsors and grow revenue

·       Learn how AI is reshaping content creation, audience targeting, and partnership development

·       Identify practical opportunities to integrate AI into their current marketing and sponsorship workflows

·       Gain clarity on where AI is heading and how to prepare their organization

Keynote Presentation Delivered by Carl Karamaoun (President, AIDAPT)

The Five Factors for a Successful Municipal Sponsorship Program

The Opening Summit keynote is designed to set the pace and content track for the next two days. With the focus on five key factors to ongoing success for your municipal sponsorship program, you will have a roadmap to triumph. You can apply these five pillars to your everyday role in municipal sponsorship back at the office as well as integrate them with the learnings you have at the Summit with panel discussions, other keynotes and breakout sessions. 

Key Takeaways

1.         Understanding the present landscape of the sponsorship industry within municipalities across Canada

2.         Learning the five key factors that are affecting the industry trending, changes in strategy and your day-to-day responsibilities

3.         Two key steps for success in generating incremental sponsorship revenues for the balance of 2027 and beyond

Keynote Presentation Delivered by Brent Barootes (President/CEO, Partnership Group –Sponsorship Specialists®)

Breakout Sessions

Asset Identification and Valuation: Turning Municipal Inventory into Strategic Sponsorship Value

Municipal sponsorship success begins—and often fails—at the asset level. This in‑depth breakout session equips participants with a structured, repeatable approach to identifying, cataloguing, and valuing sponsorship assets in a way that aligns with community priorities, governance frameworks, and market realities. Designed for municipal leaders, economic development professionals, recreation managers, and sponsorship practitioners, this session moves beyond “logo placement” to focus on defensible, value‑driven partnership frameworks.

Participants will explore a step‑by‑step methodology for identifying tangible and intangible assets across facilities, programs, events, and services—including naming rights, digital platforms, experiential opportunities, and community touchpoints. The session will address best practices for cataloguing assets into a usable inventory system, ensuring consistency, transparency, and scalability across departments. Emphasis will be placed on avoiding common municipal pitfalls such as undervaluation, asset duplication, and misalignment between sponsor objectives and public expectations.

The session will then dive deeply into valuation methodology, demystifying how sponsorship value is established and justified. Key topics include the use of applicable impressions, visibility and dwell time, audience relevance, asset quality, and contextual factors such as seasonality and exclusivity. Participants will learn how tiering structures are built, how bundled assets change valuation dynamics, and why not all impressions carry equal value.

Throughout the session, real‑world municipal examples and applied frameworks will be used to reinforce learning. Participants will leave with ideas around practical templates, evaluation lenses, and strategic questions they can immediately apply within their own organizations to strengthen pricing integrity, revenue sustainability, and community trust.

Key Takeaways:

  • A structured process for identifying and categorizing municipal sponsorship assets

  • Best practices for building and maintaining a defensible asset inventory

  • Practical valuation techniques using impressions, visibility, relevance, and tiering

  • Insights into sponsorship measurement tools and data‑driven reporting

Breakout Session Presenter - Chris Reed (Senior Consultant, Partnership Group – Sponsorship Specialists)

Beyond the Logo: Creating Impactful Sponsorship Activations at Municipal Events

This session explores how to turn sponsorship dollars into memorable experiences that deliver a true win-win-win for the host, the sponsor, and attendees.

Drawing on examples from real activations and real events, Victoria will dig into how to help sponsors activate who've never done it before, and how to attract new sponsors with standout ideas. 

In the second half of the session, delegates will walk through a mock event, focusing on how to build an activation from concept to execution including: identifying and securing sponsors, developing activation ideas, collaborating with partners, and bringing it all to life. Attendees should leave with a practical framework they can apply regardless of their event's size or budget.

Key Takeaways

1.         Learn how sponsorship can enhance events and create greater value for attendees, sponsors, and the host.

2.         Discover how to develop standout activation ideas that attract and engage sponsors.

3.         Walk away with a practical framework for taking a sponsorship activation from concept to execution.

Breakout Session Presenter - Victoria Mahoney (Owner, Harmony Marketing)

Breaking Down Silos, From Internal Alignment to Community Impact

Many sponsorship professionals operate as an office of one, but the work is never done alone. A successful sponsorship program takes a village (hall), with alignment and support across the organization.

Rather than a traditional slide-led breakout presentation, this interactive fireside chat will bring together perspectives from the Town of Stouffville’s Sponsorship team, Mayor’s Office, and Economic Development department. Through a guided conversation, real examples, and audience participation, the speakers will explore how they work alongside operational teams to identify opportunities, engage corporate partners, and deliver community initiatives that make a meaningful impact.

The conversation will provide an honest look at what has worked, what they have learned along the way, and how strong internal collaboration has become one of their greatest competitive advantages. Delegates will also have the opportunity to engage directly with the speakers, ask questions, and contribute their own experiences throughout the session.

Whether you are launching a sponsorship program or looking to strengthen an existing one, you will leave with practical ideas you can apply right away.

Key Takeaways:

  1. Find the internal champions who can help move sponsorship opportunities forward.

  2. Create simple cross-department processes to uncover and deliver stronger partnerships.

  3. Use practical collaboration tips to improve sponsor value, internal buy-in, and community impact.

Breakout Session Presenter - Brandi Pickering (Sponsorship Development Officer for the Town of Whitchurch-Stouffville), Mayor Iain Lovatt (Mayor for the Town of Whitchurch-Stouffville), and Cristina Liu (Supervisor of Economic Development and Tourism for the Town of Whitchurch-Stouffville)

Municipal Sponsorship Strategy: Building a Strong Foundation for Revenue

A successful sponsorship program starts with the right strategy. This session explores how municipalities can build a strong, sustainable approach to sponsorship across events, programs, and facilities—while understanding the full scope of opportunities available, from community events to naming rights.

Learn how to establish clear partnership criteria, engage your community, and balance risk with opportunity, while exploring practical approaches to working with partners and attracting sponsorship investment. This session will also highlight how a well-defined strategy can unlock both tangible revenue and intangible community benefits, setting the foundation for long-term success.

Breakout Session Presenter - TBC

Sponsorship Procurement: From RFP to Right Partner

Securing the right partner is a critical step in building a successful sponsorship program. This session provides a practical walkthrough of sponsorship procurement processes, whether you’re engaging a consultant for strategy or IAV work, or onboarding a third-party sales agency to drive revenue.

Learn how to develop effective RFPs, establish clear evaluation criteria, and navigate the procurement process with confidence, while understanding what to look for in potential partners. This session will also cover key considerations to help ensure the right fit for your municipality, setting your program up for long-term success.

Breakout Session Presenter - TBC

The AI Advantage: Transforming the Future of Sponsorships

Discover how artificial intelligence (AI) is reshaping municipal sponsorship. This session offers a practical look at how AI can streamline proposal writing, enhance research, and boost efficiency. Explore top tools, prompts, and expert tips—alongside common pitfalls and limitations to watch for.

A live case study will compare a human-written proposal with an AI-generated version, revealing where AI excels and where the human touch remains critical. The session wraps with an interactive Q&A, giving attendees the chance to ask questions, share insights, and explore the future of AI in sponsorship.

Breakout Session Presenter - TBC

The Business of Valuation, Packaging and Selling of Municipal Assets

Every municipality wants more sponsorship revenue, but where do you start?

Successful municipal sponsorship starts well before the sales process. It begins with understanding the value of your assets, strategically packaging those opportunities to meet the needs of potential sponsors, and then identifying and approaching the right prospects.

Join Judy Haber, Founder of Performance Sponsorship Group, as she walks through the business of valuing, packaging and selling municipal sponsorship assets. From understanding what your assets are worth and developing customized sponsorship packages, to identifying qualified prospects, preparing for meetings, negotiating and ultimately closing the deal, this session will provide a practical roadmap you can immediately put into practice.

Whether you're new to municipal sponsorship or looking to improve your current approach, you'll leave with a better understanding of how valuation, customized packaging and a proven sales process work together to turn municipal assets into meaningful and sustainable partnerships.

Key Takeaways

  1. Understand the importance of properly valuing municipal sponsorship assets and how valuation helps establish a strong foundation for packaging and sales.

  2. Learn how to build customized sponsorship packages that align municipal assets with the objectives and needs of potential partners.

  3. Follow a proven, step-by-step sponsorship sales process, from identifying and researching qualified prospects to meetings, negotiations and closing the deal.

Breakout Session Presenter - Judy Haber (Founder, Performance Sponsorship Group)

The Prospecting Playbook: How to Get in the Door and Make It Count

This breakout session is designed to help municipal professionals identify, approach, and engage the right sponsor prospects for their community. Learn practical strategies for securing meetings, conducting discovery sessions, and tailoring your outreach based on asset type and community size.

Whether you're pitching naming rights in a major city or seeking sponsors for a small-town Canada Day event, this session offers tools, case studies, and data-driven insights to help you prospect more effectively—and make every meeting count.

Breakout Session Presenter - TBC

Transitioning Away From a Naming Rights Partner – A Case Study From the City of Mississauga

Ending a naming rights partnership can be just as complex as securing one. This session will explore the key considerations involved in transitioning away from an established naming rights partner, including stakeholder management, media relations, public perception, and the operational realities that accompany such a change.

Using the recent naming rights transition at the Mississauga Sports and Entertainment Centre as a case study, attendees will gain insight into how municipalities can manage a highly visible transition while taking the appropriate steps to assess the market, confirm valuation, engage internal stakeholders, and establish a clear path toward securing a new naming rights partner. The session will focus on the importance of process, governance, and timing in supporting informed decision-making.

Attendees will also learn best practices for future naming rights partnerships, including the role of third-party valuations, transparent procurement processes, sponsorship policies, and stakeholder communications in building confidence, protecting public value, and positioning opportunities for long-term success.

Rather than focusing on speed alone, the case study will demonstrate why municipalities are best served by taking the time to complete the proper work in advance, including valuation, internal alignment, procurement planning, and communications readiness.

Key Takeaways

  1. Understand Why a Structured Naming Rights Process Matters

  2. Manage Naming Rights Transitions With Transparency, Timing, and Stakeholder Alignment

  3. Apply Best Practices to Support Future Naming Rights Partnerships

Breakout Session Presenter - Tim Sullivan (Manager, Marketing & Sponsorship, City of Mississauga)

Working with Agencies: Extending Your Sponsorship Team

Recent Canadian municipal sponsorship research found that 68% of municipal staff responsible for sponsorship also manage responsibilities beyond sponsorship, including marketing, communications, event management, and other related functions.

This session will explore how agencies and specialized partners can help fill capacity and expertise gaps in areas such as naming rights, sponsorship activations, advertising sales, strategy, and fulfillment. Attendees will learn when agency support makes sense, what services can be outsourced, and how to build successful partnerships that help maximize sponsorship results.

Key Takeaways

1.        Identify when agency support makes sense

2.        Understand what sponsorship functions can be outsourced to offset current workloads

3.        Leverage specialized expertise to unlock new opportunities

Breakout Session Presenter - Troy Sedgwick (President/CEO of Rec Media Inc.)