Sponsorship is a very big business in Canada. A recent Canadian Sponsorship Landscape Study estimates that in 2018, sponsors invested over $3 billion in this form of marketing. With so much money in the game, you might think that sponsorship is a clear-cut endeavour. Yet it's not. Every year, many sponsors are disappointed in their investment outcomes. Brent Barootes explains how you can make the most of your sponsorship program.
