SESSIONS
The Changing Sponsorship Landscape – What to Expect in 2026 and Beyond
2025 has been a tumultuous year. With national divides, a federal election, Trump tariff war and so much more that left our economy unsettled. In addition, the federal and provincial governments have changed the landscape on how municipalities operate which limits their monies to provide services without raising taxes even higher. Corporate sponsorship has shifted from a “sideline” to a “must have” revenue channel.
This engaging opening keynote will look at what is in store for the remainder of the year and what to expect beyond. It will address technology, the new prospects for municipal partners, AI, naming rights dilemmas, the growing importance of activation and more.
More importantly, this opening keynote will equip you with a clear forecast for 2026 and actionable strategies to capitalize on emerging opportunities.
Opening Keynote Presentation Delivered by Brent Barootes (President/CEO, Partnership Group – Sponsorship Specialists®
Keynote Presentations
Municipal Sponsorship & Developers – The Challenges and Opportunities
This session will explore how you can work with a developer effectively to offer the most successful path forward for both your municipality and the brand partner.
Over the last decade, municipal sponsorships have grown year over year, primarily for two reasons:
Municipal governments are much more open to partnering with brands.
Brands are looking for new platforms/properties to directly engage consumers that are cost effective, add value to the experience, and provide greater reach.
As much as municipalities are open to brand partnerships in principle, there can still be many obstacles and challenges within a bureaucracy that impede the full realization of a municipal sponsorship property.
Increasingly however, on major municipal sponsorship properties, it’s the developer with control/oversight of all marketing, commercial and retail assets through a long-term headlease, which provides the best path forward to implementing a successful sponsorship program of the property.
In-Depth Breakout Session Delivered by James O’Connor (Vice President, Partnerships at A&C Inc.) and Ryan Mackenzie (Account Director, Partnerships at A&C Inc.)
In-Depth Breakout Sessions
How to build a Municipal Sponsorship Program
Is your Municipality thinking about how sponsorship can increase revenues? Should you be thinking about this? Join municipal sponsorship industry leader Scott Elliott for an in-depth break-out session to identify various decision points, costs, and infrastructure needs to develop a successful and sustainable sponsorship program. Learn about sponsorship program structures, financial models, sponsorship tools, resources, and processes that every Municipality should consider.
In-Depth Breakout Session In-Depth Breakout Session Delivered by Scott Elliott (Manager, Corporate Sponsorship Program at the City of Peterborough)
Name It Right: A Deep Dive into Municipal Naming Rights Deals
Get an inside look at how naming rights deals are secured and managed in the municipal sector.
Using real-world case-studies, this session walks you through the entire process of securing a naming rights deal— from initial prospecting and discovery sessions to negotiations and final execution. Learn best practices, avoid common pitfalls, and gain the tools you need to confidently navigate high value naming right sponsorship deals that deliver lasting impacts for your community.
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 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