Agenda
Day 1: Wednesday, April 8, 2026
8:00 - 8:45 am
Coffee & Continental Breakfast
8:45 - 11:45 am
8:45 - 11:45 am
Pre-Congress Workshop 2
12:00 - 1:00 pm
Lunch (for Pre-Congress Workshop Guests)
1:00 pm
Conference Opening Remarks
1:15 - 2:00 pm
2:10 - 3:10 pm
Keynote
Sponsorship in Canada - The Age of Optimization
In this session Dr. Norm O’Reilly will present the results of the 19th annual Canadian Sponsorship Landscape Study (CSLS), the preeminent study of sponsorship in Canada. The most recent results depict a growing, formalizing and improving industry with important insights, trends and directions for brands, properties, and agencies alike.
3:10 – 3:40 pm
Nutrition and Networking Break
3:40 – 4:05 pm
General Session
From Fit to Force: How Purpose-Aligned People Create Powerful Sponsorship Partnerships
Nowshad Ali
4:10-4:55
Closing General Session
BLURRED LINES: How social purpose is changing the game and creating new opportunities in sponsorship
4:55 – 5:00 pm
Closing Comments
5:00 pm - 6:00 pm
Guest Reception
6:00-6:30 pm
Free Time
6:30 - 9:00 pm
It’s all about connection. Enjoy a complimentary networking reception after Day 1 and experience the incredible local restaurants in an intimate, local Dine Around Program, expertly curated by our local ambassadors. Or check out Celtic Woman: A New Era live in our theatre!
Day 2: Thursday, April 9, 2026
8:00 - 8:45 am
Continental Breakfast
8:45 - 9:00 am
Opening Comments
Brent Barootes and Tammy Sweeney
9:00 - 9:40 am
Day 2 Opening Keynote
Building Enduring Partnerships: Lessons from the Roughriders’ Journey in Sponsorship and Relationships
BREAKOUT SESSIONS ROUND 1
9:50 – 10:35 am
9:50 – 10:35 am
9:50 – 10:35 am
Session 1C
10 Hidden Numbers - Free, easy to find and use metrics right under your nose.
10:35 - 11:00 am
Networking & Nutrition Break
BREAKOUT SESSIONS ROUND 2
11:00 am – 11:45 am
11:00 am – 11:45 am
Break Out Session 2B
Beyond the Big Markets: Winning Sponsorship Where Loyalty Lives
11:00 am – 11:45 am
Break Out Session 2C
Business the NHL Way: Sponsorship Strategies Inspired by the Fastest Game on Ice
11:45 am – 1:00 pm
Lunch
BREAKOUT SESSIONS ROUND 3
1:00 – 1:45 pm
1:00 – 1:45 pm
1:00 – 1:45 pm
Break Out Session 3C
Activating the Full Potential of Sport Sponsorship
Nick Mazurak, Saskatchewan Roughriders
2:00 – 2:45 pm
General Session
Keynote: The Power of Brand and Marketing in Sponsorship
Ryan Townend, CEO William Joseph
2:45 – 3:10 pm
Networking & Nutrition Break
3:15 – 4:45 pm
4:45 – 5:00 pm
Closing Remarks
Announcement of 2027 Dates, EB Registration
Tammy Sweeney