2024 SMCC Sponsorship Marketing Award Winners Announced

TORONTO, Canada (September 19, 2024) – The Sponsorship Marketing Council Canada (SMCC) announced the recipients of the 2024 Sponsorship Marketing Awards (SMAs)  at the Atrium @ Ricarda’s in Toronto last night. The annual awards ceremony honours top tier properties, brands and agencies who have positively shifted the landscape of sponsorship marketing across Canada through elevating industry standards. 

“From community-driven initiatives like RBC PGA Scramble to groundbreaking diversity efforts such as Scotiabank’s ‘Pride Tape for All,’ the awards celebrated projects that not only achieved business success but also made a lasting impact on society.” – Chris Sandre, Senior Leader at Mark Anthony Group, 2024 SMA Judge 

“The caliber of work we saw from brands and properties at the SMAs this year was outstanding. The winning campaigns resonated with audiences and enhanced the cultural fabric in Canada which exemplifies the true power of sponsorship marketing.” – Heather Nobes, Vice President of Marketing & Sponsorships at Visa, 2024 SMA Judge 

“The Sponsorship Marketing Awards are a great celebration of Canada’s best-in-class corporate partnerships.  The programming, venue, food and most of all, the people made this evening very memorable.” – Justin Hasan, Vice President of MKTG Sports + Entertainment, 2024 SMA Judge 

 

The 2024 SMCC Sponsorship Marketing Award winners are as follows:   

BEST NEW INITIATIVE   

Gold: Women’s Sport Initiative (WSI) (Canadian Tire Corp.) 

Award of Distinction: Quaker Breakfast Bar (RSM, Sportsnet)

  

BEST NEW INNOVATION   

Award of Distinction: Arena Showdown (MLSE) 

 

SUSTAINED SUCCESS 

Gold: RBC PGA Scramble 

Award of Distinction: First Up with RBCxMusic 

 

PURPOSE-LED 

Gold: Pride Tape for All (Scotiabank) 

Award of Distinction: Dream Chaser: The Emily Mandamin Story (OLG) 

 

REGIONAL 

Gold: Dream Barbie (Diamond) 

Award of Distinction: Rogers Together with Shaw presents Darius Rucker 

 

EVENTS AND FESTIVALS 

Gold: Summer of Winner! Gagnant! (W!G!) (OLG) 

Award of Distinction: RBC Canadian Open 

 

MUSIC 

Gold: Summer of Winner! Gagnant! (W!G!) (OLG) 

Award of Distinction: October’s Very Own Arena (Scotiabank) 

 

SPORTS UNDER $500K 

Gold: 190 Goals for Goals (CIBC) 

Award of Distinction: Hometown Hidden Gems (Canadian Tire Corp.) 

 

SPORTS OVER $501K 

Gold:  Tylenol: Score on Pain (Kenvue and UM) 

Award of Distinction: RBC Canadian Open 

 

DIVERSITY, EQUITY, & INCLUSION 

Gold: Pride Tape for All (Scotiabank) 

Award of Distinction: Women’s Sport Initiative (WSI) (Canadian Tire Corp.) 

 

TALENT OR AMBASSADOR 

Gold: Yesway (Subway) 

 

AGENCY OF THE YEAR 

Gold: Wasserman 

Award of Distinction: Rogers Sport & Media – Sportsnet

 

PROPERTY OF THE YEAR 

Gold: WNBA 

 

BEST IN SHOW 

Gold: Pride Tape for All (Scotiabank) 

 

For more information, please contact:   

Sponsorship Marketing Council Canada    

647.748.3615 x 1     

info@sponsorshipmarketing.ca      

 

About Sponsorship Marketing Council Canada (SMCC):    

The Sponsorship Marketing Council Canada (SMCC) was created in 2004 to drive advancements in the field of sponsorship marketing. The SMCC’s mission is to help brands, agencies and properties unleash the power of sponsorship marketing through education in best practices, networking and celebrating success.    

 

Twitter: @SMCC_CCC, #SMAs2024  

Instagram: @SMCC_CCC   

LinkedIn: SMCC – Sponsorship Marketing Council Canada    

Web: www.sponsorshipmarketing.ca