March 28
Two Circles Day
March 29
PNE Day
March 30
YouGov Day
Registration
Registration is open outside of the Emerald Ballroom at the Fairmont Pacific Rim. Please ensure you bring Photo ID with you when registering.
Innovator Zone Open
Head to the Pearl Room at the Fairmont Pacific Room to chat with our featured innovators - Elevent and MAX CBC/Radio-Canada
Opening Keynote: Don't Be Afraid of the Truth
Mark Harrison, Founder, MH3 Collective
Welcome to The ROI Forum by SponsorshipX, where we cut through the noise and get real about what matters—measurement, impact, and results. And let's start with a hard truth: too many in our industry still shy away from data.
That ends today.
Mark Harrison takes the stage with a challenge: Don't Be Afraid of the Truth. We can't afford to dodge the numbers, avoid the tough conversations, or rely on gut feelings alone. The reality is, data isn't the enemy of creativity—it's the rocket fuel. When we blend metrics with cultural insight, human passion, and bold ideas, that's when the magic happens. That's when sponsorships stop being "campaigns" and start driving real, measurable business impact.
We're in a results-driven world, and the opportunity in front of us is massive. Now is the time to prove—once and for all—that our industry isn't just about great stories. It's about great stories that deliver. So let's embrace the truth, use the numbers, and build something that actually moves the needle.
Let's get to work.
Welcome Greeting
Matthew Hoffmann, EVP, Two Circles
Welcome Greeting from our day sponsor Two Circles
Masterclass | Driving Strategic Sponsorship Value and ROI
Mark Jeffery, Founder & CEO, Aquimo
Unlock the full potential of your sponsorship investments with strategies that maximize value and drive measurable ROI. Join Mark Jeffery, Founder and CEO, Aquimo, award-winning author and internationally recognized data-driven marketing thought leader, for a highly engaging and interactive session on best practices for campaign sponsorship measurement and how to drive ROI. Through case studies drawn from broadcast TV, social marketing and in-stadium activations, you will learn how to systematically fail fast, adapt, improve and then scale quickly for 5-10X performance gains.
Masterclass | From Data to Insights: Transforming Metrics into Strategy
Lindsay O'Brien, Senior Director, T1 Agency
Jorge Tatto, VP Partnerships, T1 Agency
Unlock the power of data to maximize the impact of your partnerships. Join Jorge Tatto, VP Partnerships, T1 Agency and Lindsay O'Brien, Senior Director, T1 Agency as they guide you through the essential steps of partnership measurement—from setting clear marketing objectives to selecting the right asset mix, to developing a set of criteria for evaluating results and optimizing your strategy based on insights gathered. Learn how to make informed decisions that drive value, demonstrate ROI, and strengthen your sponsorship portfolio. Through practical examples, group activities, and proven frameworks, you'll gain the tools to turn raw data into strategic advantage.
Keynote | Maximizing Sponsorship ROI Through Fandom
Matthew Hoffmann, EVP, Two Circles
Don't just buy visibility, build fandom. The biggest returns on sponsorships don't come from logos on a screen, they come from engaged, loyal fans who connect with your brand in meaningful ways. Join Matt Hoffmann, EVP, Two Circles, for a high-energy fireside chat on how brands can maximize the return on investment (ROI) of their sponsorships by applying insights from the Nurturing Lifelong Fandoms report. He'll dive into how brands can turn passive audiences into engaged advocates, reducing friction and leveraging fan knowledge to drive long-term value.
Innovator Zone Open
Head to the Pearl Room at the Fairmont Pacific Room to chat with our featured innovators - Elevent and MAX CBC/Radio-Canada
Podcast Recording Session | Measuring Success in Cause-Driven Sponsorships
Jennifer Frees, Chief Business and Marketing Officer, TIFF
Bob Park, Chief Brand Officer, GE Appliances Canada
Jenny Yuen, Group Head & Executive Vice President, People, Culture & Partnerships, Kids Help Phone
Espanda Ghorbannia, Founder & Principal, CONVOY COMMUNICATIONS
Join us for a live podcast recording session exploring how organizations can effectively measure the impact of purpose-led partnerships, blending actionable insights with real-world case studies.
Keynote | Play to Win: Navigating Change in the Sports Industry
Keyur Shah, AI & Product Leader, Sports and Entertainment, Deloitte
The sports industry is undergoing rapid transformation, and athletes may be agile and quick, but is your organization? If not, staying competitive in today's fast-paced environment and driving ROI will be a challenge. By adapting your strategy to seize new opportunities that engage and create value for your fans, you won't just keep up—you'll lead the way. Join Keyur Shah, AI & Product Leader, Sports and Entertainment, Deloitte, for an in-depth look at the state of the sports industry. Discover key growth areas and emerging trends shaping its future and impacting ROI. Explore the evolving expectations of the next generation of fans, who demand more from their sports experiences, and learn what drives their preferences. Delve into how institutional investors, particularly private equity firms, are reshaping the sports business, challenging traditional ownership models. Finally, uncover the importance of choosing the right partnerships for brand innovation in this dynamic market, and gain practical strategies for evolving your playbook to not just play in the game, but to maximize ROI and win.
Keynote | The ROI of Impact
Hildah Juma, Executive Director, Black Talent Initiative
Measuring impact goes beyond data—it's about the stories of the people who have been transformed by an event or initiative. Talent is at the heart of every successful partnership, and its impact can be both quantitative and qualitative. Feeling supported, inspired, and empowered is just as valuable as measurable outcomes. In this session, Hildah Juma, Executive Director, Black Talent Initiative, will explore how human connection fuels investment, demonstrating that true ROI isn't always linear—it's about the journey, the inspiration, and the stories that drive change. Learn how to connect metrics with meaning, ensuring that the voices of those impacted become the most powerful measurement tool of all.
Two Circles Day Opening Reception Presented by Vancouver Whitecaps FC
Join us for some bites, beverages, music, and networking in the Emerald Ballroom and Foyer. Featuring live music from Vancouver's own Ivan Hartle.
JUNO Songwriters' Circle Presented by SOCAN and FACTOR in association with Music Publishers Canada
Curious about the stories and meanings behind your favourite songs? This intimate event transcends beyond the studio, offering candid conversations and acoustic performances that create memorable connections between artists and audiences. Known as "the jewel of the JUNOS," Songwriters' Circle promises a once-in-a-lifetime experience that will leave you floored by unforgettable performances. For those attending the Songwriter's Circle, please look for your ticket in your email inbox via Ticketmaster.
Registration
Registration is open outside of the Emerald Ballroom at the Fairmont Pacific Rim. Please ensure you bring Photo ID with you when registering.
Innovator Zone Open
Head to the Pearl Room at the Fairmont Pacific Room to chat with our featured innovators - Elevent and MAX CBC/Radio-Canada
JUNO Honouring Ceremony Presented by Destination Indigenous
Celebrate the diversity of Indigenous music and art, representing the many flourishing Indigenous cultures across Turtle Island at the JUNO Honouring Ceremony Presented by Destination Indigenous. Featuring performances from JUNO-nominated and local BC artists, along with special congratulatory messages to the JUNO nominees, the Honouring Ceremony will pay tribute to voices that are shaping the future of Indigenous creativity in Canada. For those attending the Honouring Ceremony, please look for your ticket in you email inbox via Ticketmaster.
Lunch | Data Bites: Conversations on Measurement
Kristin Crawford, Senior Director, Research & Insights, YouGov Canada
Mark Jeffery, Founder & CEO, Aquimo
Kyle Simons, Executive Director, Sports & Entertainment, JPMorganChase & Co
Elizabeth Phipps, Lead, Artist and Label Relations, Spotify
Chris Schoengut, Director of Brand & Partnerships, Great Outdoors Comedy Festival
Melissa Moskal, Manager, Partnerships, PNE
Francis Dumais, Managing Partner, Elevent
Julian Franklin, Principal, Franklin Management Group
Katrina Kernaghan, Head of Music, Canada, TikTok
Join us for dynamic and interactive lunchtime discussions on measurement! Each table will explore a unique topic, giving you the chance to exchange insights and connect with peers who share your interests:
Kristin Crawford, Senior Director, Research & Insights, YouGov Canada - The ROI of Women's Sports
Mark Jeffery, Founder & CEO, Aquimo - Maximizing ROI: Leveraging Data to Drive Loyalty, Engagement, and Revenue
Kyle Simons, Executive Director, Sports & Entertainment, JPMorganChase & Co - The ROI of Sports & Entertainment Sponsorships: Measuring Impact Beyond Exposure
Elizabeth Phipps, Lead, Artist and Label Relations, Spotify - Harmonizing Data: Making Informed Decisions and Measuring Success in Music
Chris Schoengut, Director of Brand & Partnerships, Great Outdoors Comedy Festival - Maximizing Engagement Metrics
Melissa Moskal, Manager, Partnerships, PNE - Leveraging Measurement for Stronger Partnerships
Francis Dumais, Managing Partner, Elevent - Valuation vs. Performance: Maximizing Asset Impact
Julian Franklin, Principal, Franklin Management Group - The ROI of Investing in Yourself
Katrina Kernaghan, Head of Music, Canada, TikTok - Creative Returns: The Real-World Impact of Investing In Music
Welcome Greeting
Karen Massicotte, Vice President Sales, Marketing & Business Development, PNE
Welcome greeting from our day sponsor PNE
Masterclass | What Brands Want to See in Metrics
Mary Beech, Chief Growth Officer, Thorne
Kyle Simons, Executive Director, Sports & Entertainment, JPMorganChase & Co
Bob Park, Chief Brand Officer, GE Appliances Canada
In the ever-evolving world of sponsorship, brands demand a balance between hard metrics (ROI, reach, engagement) and "soft" impact (brand perception, audience sentiment, and emotional connection). Join Mary Beech, Chief Growth Officer, Thorne, Bob Park, Chief Brand Officer, GE Appliances Canada, Kyle Simons, Executive Director, Sports & Entertainment, JPMorganChase & Co and Mark Harrison, Founder, MH3 Collective, for a masterclass exploring how brands quantify success in a way that captures both tangible returns and deeper consumer impact. Discover how to apply these strategies in your own work through real-world case studies, and leave with a clear understanding of what brands truly want to see in metrics.
Podcast Recording Session | Post-Event Metrics: The Long-Term Impact of Sponsorships
Melissa Moskal, Manager, Partnerships, PNE
Jamie Corr, Managing Director Sports & Entertainment, Burson
Julian Franklin, Principal, Franklin Management Group
Attend this live podcast recording to hear insightful discussions on analyzing brand impact after the event.
Masterclass | ROI vs. ROO: Crafting Your Measurement Strategy
Jennifer Frees, Chief Business and Marketing Officer, TIFF
In today's fast-paced and competitive landscape, the pressure to deliver short-term financial results while driving long-term strategic objectives is greater than ever. Join Jennifer Frees, Chief Business and Marketing Officer, TIFF, for an insightful masterclass on balancing Return on Investment (ROI) and Return on Objectives (ROO)—does one matter more, or are they inseparable? Hear strategic tips on how to effectively integrate both without getting lost in a sea of competing priorities. Dive into the balancing act of achieving short-term financial success in a challenging market and driving long-term strategic objectives. Explore key measurement methods, the power of real-time feedback, and the agility required to stay ahead in a competitive, rollercoaster landscape. Gain insights into building a compelling ROI + ROO business case for stakeholder alignment, and examine future trends in performance metrics, with a special focus on the centrality of shared customer targets in KPI setting.
Masterclass | ROI for Good
Jenny Yuen, Group Head & Executive Vice President, People, Culture & Partnerships, Kids Help Phone
Chris Schoengut, Director of Brand & Partnerships, Great Outdoors Comedy Festival
Shane Beharry, VP, Corporate Partnerships, Vancouver Whitecaps
Progressive organizations are redefining success by measuring not just financial returns but the meaningful impact they create in people's lives. Join us for an inspiring session on how organizations can achieve a meaningful Return on Investment (ROI) while positively impacting and improving lives. Hear from Jenny Yuen, Group Head & Executive Vice President, People, Culture & Partnerships, Kids Help Phone, Chris Schoengut, Director of Brand & Partnerships, Great Outdoors Comedy Festival and Shane Beharry, VP, Corporate Partnerships, Vancouver Whitecaps, as they share insights on the transformative power of making lives better through the lens of partnerships, engagement, and innovative thought leadership. This session will provide actionable insights and real-world success stories, demonstrating how to truly measure ROI for Good.
Podcast Recording Session | The Evolution of Sports Sponsorship: Data-Driven Fan Engagement
Mark Jeffery, Founder & CEO, Aquimo
Armaan Ahluwalia, Head of Strategic Commercial Solutions, Alpine Formula One Team
Matthew Hoffmann, EVP, Two Circles
Espanda Ghorbannia, Founder & Principal, CONVOY COMMUNICATIONS
Catch a live podcast recording on the role of data in engaging sports fans across both traditional and digital platforms—unlocking insights that drive measurable ROI.
Break
Take a short break to refresh, network with fellow attendees, and prepare for the next sessions.
Masterclass | Measuring What Matters: Evaluating Communications to Maximize Partnership Success
Jamie Corr, Managing Director Sports & Entertainment, Burson
Sponsorship success isn't just about the deal—it's about how you activate, communicate, and measure impact. In this masterclass, Jamie Corr, Managing Director Sports & Entertainment, Burson, will break down why communications evaluation is critical to driving real value from your partnerships. From digital media and PR to sponsorship activations and beyond, discover how data and insights can shape your strategy, ensuring every dollar spent delivers meaningful ROI. Learn how to integrate communications seamlessly into your sponsorship approach, track performance across platforms, and future-proof your measurement strategy to optimize engagement and partnership success.
Workshop | Maximizing ROI: Sponsorship for Growth, Engagement & Expansion
Karen Massicotte, Vice President Sales, Marketing & Business Development, PNE
Gordon Inglis, Manager, Manager, Multimedia, Web, Design, and Print, Metro Vancouver
Jessica Fletcher, Director, Public Affairs, TransLink, Metro Vancouver's Transportation Authority
Catherine Green, Director of Community Engagement, BC Dairy
Sponsorship is more than just brand visibility—it's a strategic investment that drives measurable business outcomes. This interactive workshop will equip you with the skills and techniques needed to leverage sponsorship properties to fuel growth, enter new markets, and deepen fan and community engagement while ensuring a strong return on investment. Gain valuable insights from Karen Massicotte, Vice President Sales, Marketing & Business Development, PNE, Gordon Inglis, Manager, Manager, Multimedia, Web, Design, and Print, Metro Vancouver, Jessica Fletcher, Director, Public Affairs, TransLink, Metro Vancouver's Transportation Authority and Catherine Green, Director of Community Engagement, BC Dairy as they share real-world case studies and proven tactics for transforming sponsorships into powerful growth drivers. You'll leave with practical frameworks, hands-on experience with key analytics, and actionable takeaways to elevate your sponsorship strategy.
Podcast Recording Session | ROO: Beyond ROI - Measuring Objective Outcomes
Mary Beech, Chief Growth Officer, Thorne
Mark Harrison, Founder, MH3 Collective
Witness a live podcast as we explore how to measure success beyond monetary returns, with a focus on objective outcomes.
PNE Reception
Join us for food and drinks at Parallel 49 Brewing Company, courtesy of our partners at the PNE.
Elderbrook Concert PNE Forum
Enjoy Elderbrook live in concert at the PNE Forum, courtest of our partners at the PNE and Blueprint . For those choosing to attend Elderbrook, please look for your ticket in your email inbox via TicketLeader once you've confirmed your attendance with the SponsorshipX team.
Registration
Registration is open outside of the Emerald Ballroom at the Fairmont Pacific Rim. Please ensure you bring Photo ID with you when registering.
Innovator Zone Open
Head to the Pearl Room at the Fairmont Pacific Room to chat with our featured innovators - Elevent and MAX CBC/Radio-Canada
Welcome Greeting
Yoeri Geerits, Senior Consultant, YouGov Canada
Welcome greeting from our day sponsor YouGov
Design Thinking Session | Creative Destruction and ROI
Justin Ferrell, Director of Strategic Partnerships, Institute of Design at Stanford University
In the 1940s, Austrian economist Joseph Schumpeter described "creative destruction" as an economic driver - when new innovations overtake and make obsolete older market leaders, they provide better products and services while also stimulating competition. Schumpeter's concept was one of the first definitions of entrepreneurship.
Fast forward to now, and the future is coming at us faster than ever. How can we shape those futures for our businesses and ourselves when we can't always predict what's yet to come? In this session, Justin Ferrell of the Institute of Design at Stanford University ("the d.school") will introduce entrepreneurial ways of working that help us see and shape abundant futures by embracing creative confidence — the belief that we can accomplish what we set out to do when we've never done it before.
Workshop | Qualitative vs. Quantitative Metrics
Armaan Ahluwalia, Head of Strategic Commercial Solutions, Alpine Formula One Team
In a world overwhelmed by data, how do you know which metrics truly matter? Join Armaan Ahluwalia, Head of Strategic Commercial Solutions, Alpine Formula One Team, in a hands-on workshop that dives deep into the art and science of qualitative and quantitative metrics, helping brands, agencies, and rights holders use data to make impactful decisions. Attendees will learn to cut through the clutter, leverage the right insights, and craft actionable strategies to maximize sponsorship ROI. Leave with a clearer understanding of how to measure success in a meaningful way and apply it to your unique challenges.
Podcast Recording Session | Data in Real-Time Sponsorship: Tools and Techniques
Yoeri Geerits, Senior Consultant, YouGov Canada
Norm O'Reilly, Dean, University of New England and Partner, T1 Agency
Catch a live podcast recording as we explore the role of real-time data in live event metrics.
Masterclass | Modernizing Sponsorship Measurement: Upping Your Game on Evaluation and Valuation
Norm O'Reilly, Dean, University of New England and Partner, T1 Agency
As sponsorship measurement continues to evolve, embracing a modern approach is essential. Join Norm O'Reilly, Dean, University of New England and Partner, T1 Agency, as he shares innovative approaches for the two major areas of sponsorship measurement —valuation and evaluation. Gain practical insights into different measurement methodologies, explore real-world case studies, and receive flexible toolkits for valuation and evaluation, adaptable to varying budget sizes. Whether you're working with a major global brand or a leaner local initiative, this session will provide the frameworks needed to up your game in sponsorship measurement.
Workshop | The Future of Sponsorship Measurement
Kristin Crawford, Senior Director, Research & Insights, YouGov Canada
Yoeri Geerits, Senior Consultant, YouGov Canada
As organizations seek increased accountability for sponsorship investments, the demand for sophisticated measurement tools has never been greater. Join Kristin Crawford, Senior Director, Research & Insights, YouGov Canada and Yoeri Geerits, Senior Consultant, YouGov Canada for an interactive session that delves into innovative methodologies, data-driven insights, and future trends that will shape the next era of sponsorship measurement. Gain practical skills and forward-thinking techniques to assess and maximize the impact of your sponsorship portfolio—both today and in the years ahead.
Podcast Recording Session | Fan Sentiment as a Metric
Chris Schoengut, Director of Brand & Partnerships, Great Outdoors Comedy Festival
Kyle Simons, Executive Director, Sports & Entertainment, JPMorganChase & Co
Cindy Medynski, Director, Sport & Culture Events, Explore Edmonton
Mark Harrison, Founder, MH3 Collective
Catch a live podcast recording as we explore how to quantify emotional connections and loyalty.
Networking Lunch Reception
Join us for a networking lunch in the Emerald Ballroom to connect with fellow attendees and continue the conversation.
Innovator Zone Open
Head to the Pearl Room at the Fairmont Pacific Room to chat with our featured innovators - Elevent and MAX CBC/Radio-Canada
Keynote | Building the Sponsorship Blueprint: Partnering with the Northern Super League
Christina Litz, President, Northern Super League
Sinead King, President, Vancouver Rise FC
Jeff Hagen, Vice President, Commercial Development & Strategic Partnerships, WestJet
As the Northern Super League (NSL) prepares for its April launch, Canadian women's soccer is on the brink of a transformative era. Join Christina Litz, President, Northern Super League, Sinead King, President, Vancouver Rise FC and Jeff Hagen, Vice President, Commercial Development & Strategic Partnerships, WestJet, as we discuss the business case for sponsorship in this emerging property. Gain insights into the strategic pitch made to sponsors, the business rationale for investing in this new league, and how the NSL is identifying market opportunities to attract sponsors. Learn about the resources the league, teams and sponsors are leveraging to build and strengthen partnerships, and the methods they will use to measure success moving forward. Whether you're a brand, rights holder, or investor, this session will provide you with valuable insights into the sponsorship strategies that will help drive the growth of a groundbreaking new sports property.
JUNOS Pre-Show Lounge
An exclusive ticketed VIP lounge at the end of the JUNO Red Carpet. Experience partner activations, a branded step-and-repeat for photos and mingle with the industry before you head to Rogers Arena for The JUNO Awards Broadcast. For those attending the JUNOS Pre-Show Lounge, please look for your ticket in your email inbox via GuestDesk.
The 2025 JUNO Awards Broadcast
The JUNO Awards are back in Vancouver, bringing Canada's Biggest Night in Music to Rogers Arena. Airing live on CBC and CBC Gem, experience a night packed with electrifying performances from some of the country's biggest names. Don't miss your chance to attend The 54th Annual JUNO Awards Broadcast live and in person! For those attending The JUNO Awards Broadcast event, please look for your ticket in your email inbox via Ticketmaster.
JUNO Awards After Party in Support of MusiCounts
The party doesn't stop when the awards have been handed out. Celebrate Canadian music long into the night at the official JUNO Awards After Party, in support of MusiCounts. Proceeds go towards the MusiCounts School Music Funding programs, empowering the next generation of talented Canadian artists and industry professionals. This event is 19+. For those attending the JUNO Awards After Party in support of MusiCounts, please look for your ticket in your email inbox via Ticketmaster