Most conferences talk about ideas.
This one shows how ideas actually become experiences.
Over three immersive days, participants will explore the full lifecycle of brand activation, from strategic insight and creative development to real-world fan engagement.
Hosted alongside one of the largest global soccer celebrations, the city becomes the classroom.
You won’t just hear about activations.
You’ll study them, test them, and experience them in real time.
Operators, creators, and builders working where sponsorship meets the real world.
Activation Lab brings together delegates from global markets who are responsible for turning strategy into a lived fan experience.
This is not a conceptual audience. These are people judged by what shows up on-site, on-screen, and in culture.
PARTNERS
Position your brand as a leader in activation strategy and execution. Connect with decision-makers responsible for fan engagement, brand storytelling, and experiential marketing while showcasing your expertise in bringing ideas to life.
DELEGATES
If you’re responsible for planning, producing, or optimizing brand activations, this is where you belong. Learn how leading teams move from insight to execution and gain practical strategies you can apply to your next major event.
SPEAKERS
Join the industry’s most creative minds and experienced operators as they share how standout activations are started, built, and amplified — from the earliest idea to the final fan experience.
Learning that translates directly to execution.
clear frameworks for how leading teams move from concept to build
what truly moves audiences, and how to design experiences around it.
ideas designed to stand out during major events
lessons from professionals managing activations on the ground
Activation Lab takes place during one of the world’s largest global celebrations.
Throughout the week, Vancouver becomes a living case study for brand activation — from fan environments and sponsor installations to live content and experiential storytelling.
Participants will explore activations, environments, and fan engagement strategies in real time.
For Activation Lab, Rolla Skate Club will serve as our home base, where sessions, discussions, and working moments take place in a setting designed for energy and interaction.
Located at 2901 E Hastings St, Vancouver, BC, the venue sits directly beside the PNE Grounds and within walking distance of the FIFA Fan Festival.
But the Activation Lab doesn’t live in a single space.
Throughout the conference, Activation Lab will extend across Vancouver, with select moments taking place in and around the city’s fan environments. From on-site exploration to live activation analysis, delegates will experience how brands show up in real time during one of the world’s largest sporting moments.
Rolla Skate Club
We do not have an official hotel block for Activation Lab in Vancouver. However, we’ve curated a few recommended options based on proximity and experience:
Need support? Contact guestservices@sponsorshipx.com
Seaside Hotel
130-125 Victory Ship Way
North Vancouver, BC
V7L 0G5
Located in North Vancouver with easy access to the city. Guests can use code SPX26 when booking. Select “Rate Access/Corporate Code” in the code type dropdown to apply the discount.
Atrium Hotel
2889 E Hastings St
Vancouver, BC
V5K 2A1Conveniently located adjacent to the PNE Grounds, making it a strong option for proximity to the event.
Airbnb
Various locationsThere are a wide range of Airbnb options across Vancouver, particularly in East Vancouver and North Vancouver, offering flexibility depending on your preferences.
Registration Open
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for a full day of testing, learning, and discovery.
Pre-Event Networking & Futsal Competition
Bring your runners and join us at Rolla Skate Club for a unique networking experience that combines meaningful connections with futsal games and skills activities. Whether you’re showing off your footwork or simply joining the fun, this energetic session is designed to bring delegates together in a relaxed and interactive setting.
Welcome Lunch
Fuel up before the action begins! Enjoy a delicious meal while making new connections, catching up with colleagues, and setting your sights on a successful conference experience.
From Hypothesis to Highlight: Creating Moments that Matter
Every great fan experience starts with a spark — an idea, a question, a bold experiment. In this session, you’ll see how those sparks can turn into unforgettable moments when strategy, creativity, and fandom come together. Learn how to test, iterate, and refine activations so they don’t just engage fans — they move them, surprise them, and leave a lasting impression.
Canada Soccer: The Road to 2026 and Beyond
Canada Soccer is entering a defining era in its history. With the FIFA World Cup ahead, this session reflects on the journey that has brought the organization to this moment and the opportunities that lie ahead. As the governing body of the largest participatory and fastest growing sport in Canada, Canada Soccer has supported the game’s growth from grassroots to the global stage, with nearly one million registered participants across 1,200 clubs in 13 provincial and territorial member associations. This conversation explores that journey while also examining how the FIFA World Cup 2026™ is reshaping the sport’s landscape in Canada. As visibility and interest continue to grow, so too do partner engagement, commercial activity, and a more intentional focus on activation, transforming how brands show up around the game. From Canada Soccer House to immersive fan experiences that blend sport, culture, music, and entertainment, a clear shift is underway toward deeper, more meaningful engagement with Canadian fans. Join us for a look at how Canada Soccer got here, and where it is headed next.
From Insight to Activation: Turning Data into Strategy
In today’s sports sponsorship landscape, across both grassroots and professional properties, the difference between a good activation and a great one often comes down to insight. This session explores how data and audience understanding can move beyond reporting and into real strategic decision-making that elevates engagement and ROI. From fan behaviour at the grassroots level to scaled pro-sport environments, examine how insights can be translated into more targeted, relevant, and meaningful activations. Leave with a clearer understanding of how to connect insight to execution, and ultimately, how to build sponsorship activations that are not just seen, but leave a lasting impression.
Break
The Activation Landscape: Key Trends and Opportunities
Join us for an interactive, discussion-driven session exploring the trends, shifts, and opportunities shaping today’s activation landscape. This session will explore how engagement is being redefined and how experiences are being brought to life in innovative and impactful ways. Expect dynamic conversation, peer-to-peer idea sharing, and bold, actionable insights that will spark new thinking and elevate your next activation.
What Turns Participants into Fans
Discover how to transform casual participants into loyal, passionate fans through memorable experiences, emotional connections, and strategies that drive lasting engagement.
Team Dinner Hosted by the PNE
Join us for a team dinner hosted by PNE! Swap stories, celebrate the day’s wins, and connect over delicious bites, drinks, and great company.
Registration
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for a full day of testing, learning, and discovery.
Breakfast
Grab a bite, sip your coffee, and start the day connecting with fellow attendees.
Fan First: Bringing the FIFA World Cup 26™ Experience to Life
The FIFA World Cup 26™ is more than a tournament; it’s a global cultural moment that unfolds across months, markets, and millions of fan touchpoints. In this dynamic panel, leading sponsors will share how they are building excitement ahead of the competition while delivering unforgettable fan experiences throughout the tournament. From city activations and live matchday experiences to creator-led storytelling, digital engagement, and real-time content strategies, this conversation will explore how brands are showing up authentically at every stage of the fan journey. Attendees will gain insight into how sponsors are turning passion into participation, creating meaningful connections both inside and outside the stadium, and leveraging the world’s biggest sporting stage to drive lasting brand impact.
The New Activation Playbook: Creativity, Connection & Customer Value
The future of sponsorship belongs to brands that create value beyond visibility. Join us for an inside look at how Scotiabank is redefining its sponsorship strategy, evolving from community-focused brand building to a more customer-centric approach powered by perks, exclusive access, and unforgettable experiences. Brought to life through real-world case studies across sports and entertainment partnerships in both domestic and international markets, this session will unpack how Scotiabank is pushing creative boundaries in activation design, turning bold ideas into measurable business impact, while building deeper, more emotional connections with consumers. From optimizing it’s long term, marque partnerships globally to designing more personalized benefits, discover how sponsorship is being reimagined as a powerful tool for engagement, relevance, and long-term customer value.
Creating Content for the Modern Sports Audience
The modern sports fan doesn’t follow sport in one place, at one time, or through one voice. Join The Nation Network and partners as they break down how to creatively engage today’s fan around the FIFA World Cup through a digital-first, fan-driven lens. From live shows and watch parties to digital activations, discover how to build a connected ecosystem that meets fans where they are, and moves with them in real time. Leave equipped with insights on designing creative, experience-led engagement that mirrors how audiences actually consume, share, and connect with sport today. Built by fans, for fans, The Nation Network’s approach offers a proven blueprint for earning trust, cutting through the noise, and reaching younger audiences who demand authenticity.
The Activation Landscape: Key Trends and Opportunities
Join us for an interactive, discussion-driven session exploring the trends, shifts, and opportunities shaping today’s activation landscape. This session will explore how engagement is being redefined and how experiences are being brought to life in innovative and impactful ways. Expect dynamic conversation, peer-to-peer idea sharing, and bold, actionable insights that will spark new thinking and elevate your next activation.
Networking Lunch Reception
Refuel with a delicious lunch. Take a break, enjoy great food, and get energized for the live SponsorshipX Soccer Tournament draw, where teams and matchups will be unveiled and the excitement of friendly competition (and bragging rights) kicks off.
Storytelling for Fans: Turning Concepts into Experiences
Experience a hands-on, interactive workshop designed to help you craft narratives that connect with fans emotionally and translate brand messages into lived experiences.
FIFA Fan Festival™ Vancouver Activation Tour
Experience a hands-on, curated tour where you’ll dive into top activations and see how leading brands engage fans in real time. Get up close, explore the strategies behind each activation, and uncover what makes them successful and impactful.
Dinner Cruise Brought to You by The Nation Network
Set sail for an unforgettable evening aboard a private dinner cruise hosted by The Nation Network. Enjoy cocktails, waterfront dining, and meaningful conversations with fellow industry leaders as we cruise into the night. This exclusive experience offers the perfect setting to deepen connections, exchange ideas, and unwind together during an elevated evening on the water.
Registration
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for a full day of testing, learning, and discovery.
Breakfast
The Activation Landscape: Key Trends and Opportunities
Join us for an interactive, discussion-driven session exploring the trends, shifts, and opportunities shaping today’s activation landscape. This session will explore how engagement is being redefined and how experiences are being brought to life in innovative and impactful ways. Expect dynamic conversation, peer-to-peer idea sharing, and bold, actionable insights that will spark new thinking and elevate your next activation.
Breaking the Template: Why Most Activations Look the Same
Why do so many activations feel interchangeable? In this session, we unpack the patterns, pressures, and playbooks that lead brands to default to the same ideas; and explore what it takes to break out of that cycle.
Journey Mapping: Designing Memorable Fan Experiences
Explore the full fan journey, from first touchpoint to post-event engagement, and learn how to design seamless, unforgettable experiences.
The Future of Activation
The future of activation is being shaped by technology, data, and evolving fan expectations, pushing brands to create more personalized, immersive, and participatory experiences. This session will explore how sponsorships and live experiences are moving beyond traditional engagement to build deeper emotional connections, real-time interaction, and measurable impact.
Designing Activations That Stand Out
Challenge conventional activation approaches and explore innovative strategies that capture attention and create memorable moments.
Transition Time
The Last Mile: Match Day Fan Experience
Step into the ultimate matchday journey! Beginning at Main Street–Science World SkyTrain station, your fan experience winds along the scenic False Creek waterfront all the way to BC Place Vancouver. Along the way, you’ll be fully immersed in sights, sounds, and surprises that bring the excitement of game day to life.
Transition Time
Watch the FIFA World Cup 2026™ Live Match Broadcast (Canada vs. Qatar)
Join us for an energetic, interactive viewing party as Canada takes on Qatar! Cheer, react, and discuss the action live on the big screen with fellow fans. Show your team spirit, wear your country colors, and celebrate every moment together!
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Forum Pass
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Day Pass
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$1,499CAD
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$799CAD
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full forum access
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June 16, 17 or 18
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Full Price: $1,999 CAD
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Full Price: $999 CAD
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| Content Sessions | ✓ | Selected Day |
| Welcome Reception (Jun 16) | ✓ | June 16 only |
| Breakfast (Jun 16, 17, 18) | ✓ | Selected Day |
| Lunch (Jun 16, 17, 18) | ✓ | Selected Day |
| Dinner (Jun 17) | ✓ | June 17 only |
| Soccer (Jun 16) | ✓ | June 16 only |
| FIFA Watch Party (Jun 18) | ✓ | June 18 only |
| Event App | ✓ | ✓ |
| Attendee List | ✓ | ✓ |
| App Messaging | ✓ | ✓ |
| Schedule Builder | ✓ | ✓ |
| Content E-Book | ✓ | ✓ |
Mix & Match or Have a Discount Code?
Create your custom package or apply your discount code
Alicia leads the global Customer Success strategy at Tradable Bits, focusing on maximizing customer value and building trusted relationships with Tradable Bits’ partners. She brings over two decades of marketing experience to her role as Director of customer success, with a key focus on helping partners generate industry-leading results with their fan marketing. Since joining Tradable Bits in 2019, Alicia has played a pivotal role in operationalizing and scaling customer support, customer success and professional service offerings. Her expertise spans customer advocacy, retention, growth and change management. Always eager to test new ideas, Alicia thrives on innovation and leading a high-performing team.
Austin is a sports and lifestyle marketer with more than 15 years of experience placing brands with world class events and athletes. A former NCAA Division I athlete, Austin has worked with sports properties and agencies such as the ATP World Tour, WTA, GMR Marketing, Creative Artists Agency, and many more. His experience includes managing athletes and events to build impactful partnerships with brands such as New Balance, Rolex, National Bank, Canada Goose, Arc’teryx and KSwiss among many others. Austin works tirelessly to connect interesting stories to exciting brands and throughout his career, he has focused on pairing the right personalities, platforms, and brands to build partnerships that resonate across audiences, markets, and cultures.
With more than 20 years of experience as a strategic communications expert, Betsy is the President of The Neighbourhood Agency and LBMG. Her extensive experience in the sports, food & beverage, travel, health and lifestyle communications realms has allowed her to create innovative and integrated media relations, influencer relations, social media, events and crisis communications strategies on both the agency and client side of the business. From beer to beauty, fashion to football, she utilizes her strong leadership and communication skills to collaborate honestly and openly with clients to ensure their programs meet and exceed all expectations. Over the years, she has had the opportunity to develop, oversee and execute programs and campaigns for clients such as Invictus Games, Sleeman Breweries, Coke Canada Bottling, Grouse Mountain Resort, Canada Snowboard, Labatt Breweries, Cervélo, Orangetheory Fitness, Tourism PEI, CBC and many others. Cooper has led integrated communications strategies and provided counsel to both national and multi-national corporations, and has won multiple awards for her work, including a Notable Award, CPRS ACE and PRestige Awards, and IABC OVATION Awards. She is currently co-chair of SMCC's Vancouver chapter.
Following career-ending injuries, Jackson transitioned from athlete to artist, channeling the emotion and resilience of sport into powerful portraiture. She has created over 350 commissioned works for professional athletes across 19 leagues and 28 countries, including Olympians, NBA players, NFL stars, and footballers such as Jonathan David and Emile Smith Rowe. Her artwork has been permanently installed in stadiums for the Toronto Raptors, Toronto Blue Jays, and Vancouver Whitecaps.
Harman is co-host of the Canucks Conversation podcast, a live-streamed Monday-to-Friday show. He is also a staff writer covering the NHL at large for The Athletic and has freelance TV experience as an on-air analyst for both Sportsnet and TSN.
Jacie is a Co-Founder of The GIST, a sports media brand reaching over 1 million subscribers and 40 million monthly readers. Under her leadership, the company has achieved 100% year-over-year revenue growth and built partnerships with globally recognized brands including Nike, Toyota, and State Farm. In her work with the NFL, Jacie focuses on developing campaigns that connect male and female sports audiences while highlighting the influence of female fans in driving growth. She has been recognized on Forbes 30 Under 30 and Sports Business Journal’s Power Players in Women’s Sports. Jacie is passionate about the role female fans play in shaping the future of the sports ecosystem and is committed to advancing more women into and through the industry. Outside of work, she loves football and tennis and is an avid road cyclist.
Jay Downton is the Co-Founder and CEO of The Nation Network, a premier Canadian digital sports media company focused on fan-driven content across multiple Canadian sport sites and popular podcasts. Under his leadership, the network expanded to become a go-to destination for in-depth analysis, news, fantasy insights, and community engagement in sports media. Beyond The Nation Network, Jay is an active entrepreneur and passionate advocate for Edmonton’s creative economy and community development.
Kevin Blue is an accomplished North American sports executive with successful experience in commercial, technical, and chief executive leadership roles. In 2024, Kevin became CEO and General Secretary of Canada Soccer. During one of the most consequential periods in the organization’s history, he has led a comprehensive transformation—restoring financial stability, rebuilding trust with athletes and stakeholders, launching the Canada Soccer Foundation, restructuring Canada Soccer’s commercial relationship with CSME, finalizing landmark collective bargaining agreements with the Men’s and Women’s National Team players, and modernizing governance, operations, and culture ahead of the 2026 FIFA World Cup. Kevin previously served as the Chief Sport Officer at Golf Canada, the Director of Athletics at University of California - Davis, and the Senior Associate Athletics Director at Stanford University. He is a member of the Knight Commission on Intercollegiate Athletics and several non-profit boards.
Meet Maggie L. Ellison, a dynamic marketing professional with a passion for creating unforgettable experiences. With over 15 years of experience, Maggie has spearheaded impactful experiential marketing campaigns for renowned brands such as the Columbus Crew, Quest Nutrition, Nationwide, Pepsi, and Smart Columbus. In addition to her extensive career in sponsorship, Maggie is a creative strategist, leading Fortune 1000 companies, non-profits, and local businesses towards unparalleled success. Her commitment to excellence extends beyond the boardroom, with active involvement in community organizations, including serving on the Boards for Columbus Children’s Theatre, Vaud-Villities Productions and Ohio DECA. Ellison holds a BA and MBA from Otterbein University.
Mark Harrison founded the MH3 Collective, a group of ventures grounded in passion, people, profit and purpose. The Collective includes Humanity, T1, Sidekick, and SponsorshipX. In addition, he co-founded the Black Talent Initiative to combat racism through economic resilience and Park Street Education, a charity to remove all barriers to children’s education. His community involvement includes serving as the Board Chair of Big Brothers Big Sisters of Toronto and as a Board Member of the CAMH Foundation and the Canadian Academy of Recording Arts and Sciences/The JUNO Awards. Mark is a recipient of the Black Business and Professional Association's Harry Jerome Award, the Association of Canadian Advertisers’ 2022 Gold Medal Award winner, a 2025 American Marketing Association Marketing Hall of Legends inductee, and the 2025 Sponsorship Marketing Council of Canada Hall of Fame winner. Mark is also CBC Toronto Metro Morning’s business columnist, regularly discussing marketing, workplace, and entrepreneurial matters.
Nelson Lanza is Vice President, Global Sponsorship Marketing at Scotiabank, where he leads the Bank’s global sponsorship strategy across Canadian and International markets. He is responsible for driving high-impact partnerships that deliver brand growth, client acquisition, and community impact. With 20 years of experience in sponsorship and marketing, Nelson has led the strategic development, negotiation, and execution of some of the industry’s most complex and high-profile partnerships globally. Over his career at Scotiabank, Nelson has held senior roles across sponsorship and product marketing, live events and loyalty, bringing a strong customer and commercial lens to sponsorship strategy. He also played a pivotal leadership role in the launch and integration of Scotiabank Arena in partnership with MLSE, one of Canada’s most prominent sports and entertainment assets. Prior to joining Scotiabank, Nelson held roles at RBC and Cossette Communications, including supporting RBC’s Olympic partnerships portfolio for the Vancouver 2010 Winter Games and national torch relay. Originally from Vancouver but based in Toronto for over 20years, Nelson is married and the father of two very active young girls.
Yoeri Geerits is a commercial strategist with 20+ years of international experience across sponsorship, sports business, finance, and strategic advisory. He represents YouGov in Canada, where he has managed and supported the company's sports and sponsorship portfolio for over a decade. Through his consultancy threesixtythree inc., Yoeri advises brands, rights holders, venues, and agencies on sponsorship strategy, naming rights, valuation, commercial partnerships, and market intelligence across sports and entertainment. Earlier in his career, he held senior leadership roles with ING Group across Europe, Asia, and North America — including a pivotal role in ING's entry into Formula One — and subsequently led Nielsen Sports Canada. Yoeri holds a Master's in Finance from the University of Brussels and is based in Calgary.
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