Industry News

Orange Jersey Project Grows to Further Promote Truth and Reconciliation

At rinks across the country, thousands of youth hockey players have been improving their skills while wearing orange jerseys. And when they get off the ice, these young people and their coaches have been having tough but necessary conversations about why those jerseys are on their backs. This is all part of the Orange Jersey Project, a grassroots truth and reconciliation initiative.

Sponsorship marketing: Evaluation and measurement

Sponsorship has been firmly established as an important element of the marketing mix for some time. According to figures reported in the 16th Annual Canadian Sponsorship Landscape Study (CSLS) from 2021, the portion of marketing communications budgets allocated to sponsorship has ranged from 15 per cent at the low end, to nearly 30 per cent at the high end over the course of the last 15 years or more.

A Letter from the 2023 Chair – Neal Covant

Milestone moments are tough to come by, which is why they are called ‘milestones’. Being entrusted with the Sponsorship Marketing Council Canada Chair of the Board position is a pinnacle achievement, that carries with it a substantial responsibility.

What social purpose means for brands

We are excited to share that Manpreet Pandha, SMCC and CMA member, has been published on the CMA website! Read her article to learn about "What social purpose means for brands."


SponsorshipX is a yearly event taking place in beautiful Whistler, BC, in partnership with Crankworx, the world's largest mountain bike festival.