Agenda

Sponsorship doesn’t fail because of budgets or proposals. It fails when people, purpose, and emotional intelligence are misaligned. Using the On Purpose Human Dynamics framework, this session explores how partnerships truly scale when the people behind them are aligned in behaviour, motivation, and emotional intelligence.

Because sponsorship isn’t just a strategy. It’s human alignment at scale.

Other lightning round keynotes TBA

3:30 – 4:00 pm

Nutrition and Networking Break

4:00-4:45 pm

Closing General Session

BLURRED LINES: How social purpose is changing the game and creating new opportunities in sponsorship

Christi Cruz

4:45 – 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

WSC After Dark: Dine Around or Celtic Woman

6:00 pm

Dine Around

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.

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 - 9:45 am

Day 2 Opening Keynote

Sponsorship in Canada - The Age of Optimization

Norm O’Reilly

BREAKOUT SESSIONS ROUND 1

10:00 – 10:45 am

Session 1A

Festival and Event Sponsorship

Victoria Mahoney

10:00 – 10:45 am

Session 1B

Brands are from Mars, Properties are from Venus - The Sponsor Relationship

Richard Kies

10:00 – 10:45 am

Session 1C

10 Hidden Numbers - Free, easy to find and use metrics right under your nose.

Sarah Hillifer

10:45 - 11:10 am

Networking & Nutrition Break

BREAKOUT SESSIONS ROUND 2

11:15 am – 12:00 pm

Break Out Session 2A

Integrating Sponsorship into your philanthropic world

Sarah Fedirko

11:15 am – 12:00 pm

Break Out Session 2B

Beyond the Big Markets: Winning Sponsorship Where Loyalty Lives

Chrystal Robert-Macey and Andrew Eastman

11:15 am – 12:00 pm

Break Out Session 2C

Business the NHL Way: Sponsorship Strategies Inspired by the Fastest Game on Ice

Norm O’Reilly

12:00 - 1:15 pm

Lunch

BREAKOUT SESSIONS ROUND 3

1:15 – 2:00 pm

Break Out Session 3A

Human Dynamics and Sponsorship

Nowshad Ali, On Purpose Leadership

1:15 – 2:00 pm

Break Out Session 3B

Getting More Than Market Value

Don Gersalitz, DCG

1:15 – 2:00 pm

Break Out Session 3C

Activating the Full Potential of Sport Sponsorship

Nick Mazurak, Saskatchewan Roughriders

2:10 – 2:45 pm

General Session

Building Enduring Partnerships: Lessons from the Roughriders’ Journey in Sponsorship and Relationships