How brands can win in 2026’s sports-marketing boom
Originally published in Strategy
As an event marketer, 2026 has me both thrilled and skeptical. Between the FIFA World Cup landing on Canadian soil, the Toronto Tempo’s first season, the Winter Olympic and Paralympic Games and the 2026 Commonwealth Games in Scotland, Canadian brands face the most significant sports marketing moment in a generation. But … will Canadian brands deliver creative activations, or will it be just another “proud sponsor” slapping a logo on any surface, while counting impressions like sales? How do marketers make the most of their sponsorship dollars to deliver the experiences their audiences deserve?
Here are a few ways Canadian brands and marketers can make the most of the moment
Don’t just buy the logo. Build experiences that have impact.
The WNBA’s chief growth officer put it bluntly: “If you’re just looking to do a logo slap, you’re probably not the right partner.” Yet research shows this is exactly what most brands do: 43% of brands don’t track activation spending, and 39% spend less on activation than on rights fees.
According to a November 2023 report by the World Federation of Advertisers (WFA) and Lumency, the global average activation-to-rights fee ratio is approximately 0.81:1 when experts recommend at least 1:1.
The brands winning in sports right now prove experience trumps exposure. At the 2025 Australian Open, M&M’s launched a one of a kind pop-up store at Melbourne Park. The activation featured interactive installations where fans could create digital “Ace Shot” photos and customize their own M&M’s tubes with exclusive Australian Open colours. From character meet-and-greets, limited-edition merch, and a user-generated game where fans uploaded photos of M&M’s branding to unlock free product. The fan experience was so much more than a logo in the stadium.
The lesson: Your activation budget should equal or exceed your sponsorship fee. If you can’t afford both, skip the official partnership and create something memorable that enhances the current sport moment your audience is captivated by.
Early movers get more value
For brands targeting Canadian audiences, getting in early can make all the difference. Sephora Canada became the Toronto Tempo’s founding partner and official beauty partner, with its brand appearing on team jerseys and activations planned for retail outlets, social media and in-arena programming. The partnership launched with experiential activations including “Tempo Talks,” a series of conversations on the beauty of basketball culture alongside interactive fan experiences. The partnership aligns both brands’ values and we can’t wait to see the experiences they create.
Partner with complimentary brands to create local, cost-effective experiences
One of the smartest and possibly most underutilized strategies for smaller budgets is brand collaboration. Imagine a Toronto craft brewery partnering with a local pizzeria for World Cup watch parties. Or picture a Vancouver running-shoe store teaming up with a healthy snack brand for Commonwealth Games activations. With audiences that may overlap but offerings that complement, you pool resources and expand the potential for both brands. Look for partners who share your values and target similar demographics but offer different products or services. You might tap into a customer you didn’t even know existed.
What actually differentiates brands in a crowded 2026
In a year featuring a plethora of global-scale sporting events, cutting through requires a clear strategy, especially around activations and measurable impact beyond the data. Here is a look at some ways to differentiate:
● Create moments that give fans social currency. The best activations spread because fans want to share them. If your activation doesn’t naturally prompt someone to pull out their phone and share, redesign it.
● Show up consistently, not just at marquee moments. One-off activations can get lost. The brands that build lasting connections are those that fans see across multiple touchpoints throughout the season or event. Consistency builds trust and engagement that a single big bet never will.
● Track what actually matters, not just what’s easy to count. Measure brand lift, purchase-intent shifts and emotional resonance. Did your activation change how people feel about your brand? Did it move them closer to a purchase? If you can’t tie your experiential spend to business outcomes, you’re just throwing a party.
● Focus on authentic storytelling relevant to your audience. The truth is not everyone is a sports fan, and that’s okay. Know which moments demand your presence and which you should skip.
The bottom line
After watching the WNBA explode, the PWHL defy expectations, and the Toronto Blue Jays’ World Series run create cultural moments, 2026 has the potential to give brands an extended runway to have real impact. The brands that will win are those that ready to invest in experiences over logos, willing to move fast when opportunities arise and are smart enough to leverage creative solutions to punch above their weight. Don’t blow your budget on stadium signage and then wonder why no one remembers you were there.
It’s not just another year – it’s a once-in-a-generation moment to show the world what Canadian brands can do. Don’t waste it.
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