Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Each episode delivers fresh insights, actionable strategies, and behind-the-scenes access to the people and programs redefining how sponsorship works—whether in sport, culture, entertainment, or community. From CMO spotlights and partnership case studies to emerging trends and future-focused debates, The SponsorshipX Podcast is where marketing leaders come to learn, connect, and grow.
New episodes drop regularly, so join us as we elevate the conversation—and the industry.
Because when it comes to sponsorship, we don’t just talk. We champion.
Hosted on Acast. See acast.com/privacy for more information.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Each episode delivers fresh insights, actionable strategies, and behind-the-scenes access to the people and programs redefining how sponsorship works—whether in sport, culture, entertainment, or community. From CMO spotlights and partnership case studies to emerging trends and future-focused debates, The SponsorshipX Podcast is where marketing leaders come to learn, connect, and grow.
New episodes drop regularly, so join us as we elevate the conversation—and the industry.
Because when it comes to sponsorship, we don’t just talk. We champion.
Hosted on Acast. See acast.com/privacy for more information.
🎙️ The SponsorshipX Podcast Season 2: The Changemakers Journey
In this episode, Mark Harrison takes listeners inside the SponsorshipX Changemakers Summit, unveiling the sessions, speakers, and experiences that will ignite Toronto this November
From Impact Tracks and Spotlight Sessions to Challenge Labs and Mission Studios, Mark shares how every moment is designed to turn purpose into performance and connection into action. Expect bold ideas, honest conversations, and powerful community energy.
The journey begins with an exclusive screening of The Pitch at Hot Docs Ted Rogers Cinema, a behind-the-scenes look at the creation of Canada’s first professional women’s soccer league. Then, step into The Changemakers Experience on Thursday: a full day of learning, networking, and activation at the stunning Waterworks Food Hall, complete with a dedicated networking space and an exclusive VIP Lounge for SPX Global members, speakers, and sponsors.
Your Summit pass also includes a ticket to the Northern Super League Final at BMO Field, where inspiration meets celebration on the biggest stage.
This isn’t just an event, it’s your invitation to embark on your Changemaker’s Journey.
🎧 Listen now to get inspired and ready for the Changemakers Summit, November 13–15, in Toronto.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
In this episode of the SponsorshipX Changemakers Podcast, Ashima Chopra, Founder and CEO of FanVerse, joins Mark Harrison to explore how she’s redefining the future of fandom.
A lifelong big-picture thinker, Ashima brings a rare blend of experiences in law, human rights, and venture capital to her entrepreneurial mission. That combination fuels her bold approach to changing ecosystems, building businesses, and rebuilding how communities connect, belong, and grow.
At its core, FanVerse is about creating belonging. For Ashima, that means designing a platform where solo fans become social fans and where feedback from the community isn’t an afterthought; it’s the foundation. Together, she and Mark unpack how FanVerse is tackling the “default fan” problem, ensuring women and underrepresented voices are no longer sidelined in sports culture.
They also explore what brands can learn from this model: that investing in women’s sports isn’t a side initiative; it’s a growth strategy. Beyond sports, Ashima shares lessons any tech, retail, or health leader can use to build inclusivity and engagement into their business DNA.
🎧 Listen now to hear how Ashima Chopra proves that real change follows when ventures listen to their communities.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
Mark Harrison, Founder of SponsorshipX, sits down with Jay Downton (Co-Founder & CEO, The Nation Network) and Adam Seaborn (VP Global Ad Sales, Better Collective) for a candid conversation on building a challenger brand in Canadian sports media.
From the origins of Oilers Nation to 17,000+ pieces of monthly content, they explore how fan-first communities scale, why rejecting the status quo fuels growth, and what it takes to keep the “pulse of the fan” in a shifting media landscape.
Expect insights on sponsorship, talent, culture, and the next wave of platforms—from YouTube-first podcasts to WhatsApp and Discord communities.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
Another talk from the mountain as Mark Harrison, Founder of SponsorshipX, sits down with fellow entrepreneur Darren Kinnaird, the Managing Partner of Crankworx.
Listen in as they discuss everything from building a global property from Whistler to tackling inclusion in mountain biking. The rising talents of women riders and their increasing participation in the Red Bull Joyride are notable. The integration of adaptive athletes in sponsorships with partners such as SRAM. Who knew that a conversation about inclusion would erupt at a mountain biking event?
Here is about the Red Bull Joryide, termed the Super Bowl of Mountain Biking, the biggest slopestyle event in the world. It's a unique event that brings together the best riders from around the globe to compete in a gravity-defying spectacle. Beyond spectacular, and it gets bigger every year.
Learn how Darren and the Crankworx team build a cultural showcase that not only drives patron value and tourism dollars but also makes a significant societal impact. It's more than just a sporting event; it's a platform for positive change.
Crankworx and its partners are creating opportunities. But not overnight. What happens when you give an eight-year-old boy and an eight-year-old girl each a bike? What would they be able to do at eighteen? Listen in to find out!
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
Recorded outdoors in Whistler — complete with a soundtrack of mountain wind and laughter — this conversation brings Mark Harrison together with Eliot Jackson: Red Bull commentator, content creator, founder of the Grow Cycling Foundation, and curator of Aspire, the Whistler event that champions cycling culture and community.
Eliot shares stories from his mother’s entrepreneurial journey to his partnership approach in building sustainable change through Grow Cycling. Along the way, he opens up about his creative content work for Red Bull, the unique way he balances sport, storytelling, and social impact, and what it takes to curate community-driven events that actually leave a legacy.
Listeners will walk away with a mix of sharp business insights, authentic life lessons, and more than a few laughs. This is Eliot's best: candid, inspiring, and relentlessly curious.
About Eliot Jackson
Eliot Jackson is a former professional downhill mountain bike racer who has become one of the most dynamic voices in cycling. As a commentator for Red Bull and co-host of some of the sport’s biggest broadcasts, he’s known for his energy, insight, and ability to connect fans to the action. Beyond the mic, Eliot founded the Grow Cycling Foundation, dedicated to expanding diversity and access in cycling. He is also the curator of Aspire, a cultural event in Whistler for an inspiring evening dedicated to building authentic partnerships with BIPOC organizations in cycling and the outdoors.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
Changemaker on the Mountain: Chris King of Outdoor Research
Join us for a dynamic conversation between Mark Harrison and Chris King, VP of Brand at Outdoor Research, recorded live at Crankworx Whistler during its momentous 20th anniversary. In this episode, we explore how Outdoor Research approaches sponsorship as a platform for authentic engagement and community-driven impact in mountain biking through innovative activations, meaningful partnerships, and immersive experiences. Chris unpacks the brand’s “Changemaker” philosophy in action, including their new Trick Showdown event, athlete collaborations, and dual focus on global visibility and grassroots connection.
Meet Chris King
Chris King, Vice President of Brand at Outdoor Research, has a rich background in creative storytelling and brand strategy and a steadfast passion for sustainability and outdoor culture. Before OR, he held roles in innovative leadership and content production—including at Rover.com and Bamboo—and earned his BA in International Business and Marketing from Carroll College. Based in Seattle, Chris blends his commitment to environmental stewardship and innovation into Outdoor Research’s brand narrative.
Key Conversation Highlights
Crankworx Sponsorship & Mountain Bike Strategy
The Outdoor Research Trick Showdown
Sponsorships Done Differently
Global & Community-Focused Approach
Why Listen?
This episode is a compelling case study in redefining sports sponsorship by centring community impact, purpose-driven activations, and authenticity. Chris King’s perspective offers a fresh blueprint for brands aiming to be Changemakers—not just sponsors—in the sport and culture they engage with.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
From the Croisette to the Metrics: A Cannes Conversation on the Future of Sponsorship
What happens when two sponsorship minds connect on the Riviera? You get a candid, forward-looking podcast straight from the Cannes Advertising Festival.
In this latest episode, SponsorshipX founder Mark Harrison sits down with Jay Prasad, CEO of Relo Metrics, to reflect on how Cannes has evolved from rosé-fueled parties to real, business-building conversations. One of the most notable shifts? The rising profile of sports marketing. From headline panels to high-profile activations, sport is no longer on the sidelines—it commands the main stage.
Recorded live at the Festival, the duo dives into the evolution of sponsorship measurement, the growing demand for accountability, and the role of innovation in shaping modern partnerships. Prasad also shares the inside story of Total Sports Performance, Relo’s powerful new collaboration with VideoAmp, designed to give brands a smarter, more comprehensive view of sponsorship ROI.
🎧 Tune in to hear two industry leaders unpack the trends, tools, and transformations redefining sports and entertainment marketing.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
Episode 7 of our ROI-focused season explores how real-time data reshapes sponsorship strategy and performance measurement.
SponsorshipX ROI Forum - Speaker Images - Yoeri Gerrits 3 (1)
Yoeri Geerits, Senior Consultant at YouGov Canada, joins us to discuss the tools, techniques, and insights that help brands capture what audiences think right now—and why that matters more than ever.
This episode, hosted by Norm O’Reilly, Dean of the University of New England and Partner at T1, reveals how public opinion tracking, consumer sentiment, and cultural pulse checks can turn sponsorship into a precision tool for business growth.
📊 If you’re in the business of impact, this one’s essential listening.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
In our latest episode, we’re exploring the intersection of fandom, data, and measurable impact.
Host Espanda Ghorbannia, Founder & Principal of CONVOY COMMUNICATIONS, leads a powerhouse panel featuring:
🔹 Mark Jeffery, Founder & CEO, Aquimo
🔹 Armaan Ahluwalia, former Head of Strategic Commercial Solutions, Alpine F1
🔹 Matthew Hoffmann, EVP, Two Circles
Together, they unpack how data changes the game—from traditional stadiums to digital platforms—by creating smarter fan connections and unlocking real ROI for rights holders and brands alike.
🎙️ This is where performance meets purpose. Don’t miss it.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
🎧 Recorded live at the inaugural ROI Forum — hosted by Julian Franklin.
If you’ve ever struggled with determining what your sponsorship is worth—or how to make it work harder—this episode is for you.
Episode 5: “Valuation vs. Performance: Maximizing Asset Impact” brings together two of the industry’s leading minds in sponsorship measurement for a frank and insightful discussion on how brands and properties can better understand, price, and optimize their partnerships.
Featuring:
📊 Francis Dumais, Managing Partner, Elevent
🧠 Julian Franklin, Principal, Franklin Management Group (and your host for this episode)
Recorded live at the inaugural ROI Forum, this special podcast session explores the intersection of data, strategy, and real-world application, unpacking what is often misunderstood when it comes to sponsorship valuation and performance metrics.
🎙 In this episode, you’ll learn:
Whether you’re building a business case for investment or proving one, this conversation offers practical guidance for elevating your sponsorship strategy.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
In Episode 4 of the SponsorshipX Podcast, we dive into one of the most timely and transformative topics in sponsorship: fan sentiment—and how it’s fast becoming a leading indicator of marketing success.
“Fan Sentiment as a Metric” was recorded live at the inaugural ROI Forum, where host Mark Harrison sat down with three influential marketers to explore how emotional connection is measured, managed, and turned into meaningful ROI.
Featuring insights from:
🎤 Chris Schoengut, Director of Brand & Partnerships, Great Outdoors Comedy Festival
💼 Kyle Simons, Executive Director, Sports & Entertainment, JPMorgan Chase & Co.
🌍 Cindy Medynski, Director, Sport & Culture Events, Explore Edmonton
From comedy tents to cultural tourism to global finance, the conversation crosses sectors to answer one big question: What do fans feel—and why does it matter?
In this episode, you’ll hear:
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
What happens after the confetti falls and the crowds go home? That’s where the real ROI work begins.
In Episode 3 of The SponsorshipX Podcast, we tackle “Post-Event Metrics: The Long-Term Impact of Sponsorships”—a must-listen conversation about proving value after the final fan interaction.
Join Host Julian Franklin, Principal, Franklin Management Group with Melissa Moskal, Manager, Partnerships, PNE and Jamie Corr, Managing Director Sports & Entertainment, Burson.
🎙 Show Notes | S1 E3 | The SponsorshipX Podcast
This episode explores how to measure sponsorship impact beyond event day. Julian Franklin introduces the speakers and sets the stage for a deep dive into activation success and what drives enduring brand resonance.
Jamie Carr recounts the evolution from early, simplistic metrics (like AVE) to more strategic, customized measurement tools. He stresses aligning metrics to brand-specific goals from the outset. Melissa Moskal adds that removing ambiguity by aligning KPIs across departments ensures all parties are working toward the same outcomes.
Melissa shares several PNE case studies: CN Rail celebrated its 100th anniversary with PNE; a 12-year sponsor focused on sustainability rather than selling financial products; and an insurance company with a 14-year child safety initiative. These stories show that focusing on community benefit over short-term gains builds trust and lasting brand equity.
Melissa stresses the importance of transparent conversations—especially with signing authorities and legal teams—to ensure everyone understands partnership objectives. This clarity helps avoid misaligned expectations and drives stronger results.
Jamie explains how digital activations create year-round engagement. While assets like tickets and signage remain important, digital storytelling enables sustained audience interaction. A brand’s story shouldn't end when the event does—it should evolve and persist across channels.
Purpose can be powerful—but only when it’s authentic. Jamie advises brands to adopt frameworks like the UN SDGs to guide societal contributions and avoid politicization. Aligning with meaningful causes builds emotional resonance and consumer trust.
Jamie introduces the concept of marketing’s “fifth paradigm”: a human-centered approach that balances data with empathy. He and Julian agree that the future of sponsorship lies in long-term thinking—deep relationships rooted in shared values and mutual benefit. Flexibility, integrity, and intention are now the benchmarks of successful partnerships.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
Exploring how organizations can effectively measure the impact of purpose-led partnerships, blending actionable insights with real-world case studies.
Panel
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
Host: Espanda Ghorbannia, Founder & Principal, CONVOY COMMUNICATIONS
🎯 Key Takeaways
Core Points:
🔍 Summary
Introduction
This episode explores success in cause-driven sponsorships, underscoring the importance of alignment, authenticity, co-creation, and data insights in crafting campaigns that make a difference.
Unique Campaigns
Panelists shared standout campaigns:
Meaningful Impact
Campaigns often exceeded expectations:
Measuring ROI
ROI extends beyond sales:
Balancing Sponsorship with Purpose
Future Predictions
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
Press play to uncover key strategies and fresh perspectives as we explore how to measure success beyond monetary returns, with a focus on objective outcomes with Mary Beech, Chief Growth Officer, Thorne and Mark Harrison, Founder, MH3 Collective.
Episode Summary
This episode of Sponsorship X dives into ROI in sponsorship with Mary Beach,
Thorne’s Chief Growth Officer. Mary shares real-life case studies, analytical
approaches, and how sponsorship fuels business growth, highlighting the “negative
split” strategy for long-term success. Learn how to measure success beyond simple
impressions and leverage partnerships for authentic brand enhancement.
In This Episode:
00:00 Welcome to Sponsorship X
00:31 Meet Mary Beach: The Runner
03:01 The Negative Split Strategy
05:39 A Career in Marketing
07:41 The Power of LinkedIn
08:10 Innovating at Disney
11:01 Transitioning to Thorne
13:08 Metrics That Matter
16:03 Creative Collaboration
19:11 Finding Your Value
21:11 Getting Thorne on the Public Stage
24:00 Partnerships for Performance
27:11 Measuring Success
29:51 Understanding Key Metrics
31:01 Partnerships and Brand Alignment
32:48 Personalized Wellness Solutions
34:05 Authenticity in Athlete Partnerships
36:05 Measuring Fan Engagement
39:04 Coaching Partners to Keep Score
41:02 Maximizing Sponsorship Investments
42:23 Applying Negative Split Strategy
46:33 Celebrating Success and Moving Forward
Key Takeaways:
● Apply the “negative split” strategy: Run the second half of your career (and
life) even better than the first, leveraging experience and knowledge.
● Prioritize key metrics: Focus on brand awareness, customer acquisition, and
lifetime value for measurable impact.
● Maximize sponsorship assets: Go beyond simple contracts; actively manage
and utilize all partnership resources for optimal ROI.
● Cultivate authentic partnerships: Choose partners aligned with your brand
values and whose audiences genuinely connect with your message.
● Measure and share results transparently: Regularly track key metrics and
share progress with partners to foster collaboration and accountability.
Resources Mentioned:
● Jeff Galloway’s running books
● Younger Next Year book
● Creativity Inc. by Ed Catmull
● The First 90 Days book
● Andrew Huberman Podcast
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
Hosted on Acast. See acast.com/privacy for more information.
