Keynote Sessions
Plenary (Keynote) Sessions
Sponsorship for Today and Tomorrow – A Road Map To Success
Speaker: Brent Barootes
The world of sponsorship and partnerships has changed dramatically over the past 5 years. With AI, data segmentation for prospecting, technology in activations, data collection, gamification, the changing landscape who are the players in sponsorship – both changing landscape of buyers sand sellers and also what assets are important now and going forward.
This Western Sponsorship Congress® Opening Keynote will look at all of those scenarios and more and then summarize how each affects you and your organization. It will provide a roadmap for success whether you are a local pizza joint sponsoring community events or a national financial institutions looking to name a key facility; whether you are a small independent local charity, pro or amateur sports team, municipality trying to add revenue to the bottom line or a member association, event, festival or tournament this session will deliver the steps to driving positive ROI for your sponsorship program.
This session will set the stage for the next day and a half of learning and engaging and being immersed in sponsorship marketing and partnership insights and opportunities.
BLURRED LINES: How social purpose is changing the game and creating new opportunities in sponsorship
Speaker: Christi Cruz
With guests:
- Amanda Pick, CEO, The Missing Children’s Society of Canada
- Jessica Dirom, Executive Director, Advancement & Campaign, STARS
Social purpose is here to stay! This engaging and interactive keynote session will highlight how social purpose has further blurred the lines between sponsorship, philanthropy and corporate community investment. Using an innovative learn and apply methodology, Christi Cruz, Vice President Sponsorship & Corporate Engagement, Global Philanthropic Canada will lead this discussion helping to increase your knowledge of social purpose and providing some real life examples from experts in the field who have changed their pitch to maximize success using non-traditional methods. Hear how Jessica Dirom, Executive Director, Advancement & Campaign, STARS and Amanda Pick, CEO, Missing Children Society of Canada (MCSC) leveraged their technology and partner relationships to create new and innovative streams of funding. With easy-to-implement ideas, insights and examples, this session will help you understand the newest reality in sponsorship – social purpose – and inspire you to rethink your current strategy. And, most importantly, you will be very hip and cool as you share these new approaches with your team.
Sponsorship in Canada - The Age of Optimization
Speaker: Dr. Norm O’Reilly
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.
Dr. O’Reilly will reveal:
- What’s driving change in the sponsorship industry
- The trends you can’t afford to ignore
- How leading organizations are getting smarter and more strategic
- What these shifts mean for your business or cause
You’ll walk away with actionable insights you can put to work immediately—and the chance to ask your own burning questions. If sponsorship plays any role in your success, this is the session you can’t miss.
Building Enduring Partnerships: Lessons from the Roughriders’ Journey in Sponsorship and Relationships
Drawing on his experience leading the Saskatchewan Roughriders and serving as Co-Chair of the 2022 Grey Cup, Craig Reynolds will share insights on how the Roughriders have built one of the most recognizable brands in Canadian sports. He will highlight the importance of brand, community, and relationships in driving long-term success, as well as how those pillars have kept partners engaged and vibrant over the years. Craig will also explore the evolving landscape of sponsorship and how it has impacted the Roughriders’ strategy and approach. Most importantly, he will connect these lessons back to smaller charities and properties, showing how the same principles of brand strength, community connection, and trusted partnerships can create enduring impact at any scale.