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Please find everything you need to know for our upcoming events and sponsorship marketing awards conference below.

Advancing the development of
best practices, networking events &
resources for sponsorship marketers.
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2014 Sponsorship Marketing Awards & Conference –
Engage: Moments of Truth and Passion

8:00am-6:00pm, Tuesday, April 29, 2014 at Arcadian Court in Toronto


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Engage: Moments of Truth and Passion

The sponsorship model is becoming increasingly sophisticated as brands and properties are breaking down silos and barriers to extend their impact in new and exciting ways. Never before has their been greater focus on, or access to, YOU the consumer.

The 2014 SMCC Conference and Awards will delve deeper than ever before to share insights from the experiences of great leaders and great brands on how they have gone beyond the standard model to find their most relevant points of intersect throughout the respective journeys of their stakeholders.

SMCC Engage 2014 - Find your voice in the moments of truth. Tell your story.

Why Attend?

Keynote Speakers

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Duncan Fulton

Tim Leiweke



Sponsorship Spotlight and All Star Music Panel

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Ali Gardiner

Steve Merker

Jennifer Van Dijk

Kevin Goodman


Sponsorship Soup

Tyler Mazereeuw presents Best of Sponsorship Soup - the latest industry buzz and sponsorship industry highlights from around the world! Tyler-Mazereeuw.jpg


Thank You to our Sponsors

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The Fundamentals of Sponsorship Marketing Course

May 12-13, 2014
8:30 am - 5:00 pm

BMTT (Bank of Montreal Toronto Tower)
251-55 Bloor St. W, Toronto, ON M4W 1A6
7th Floor, Brainstorm Room

What Every Marketer in Canada Needs to Know About Sponsorship

Join our expert team of sponsorship marketing practitioners for SMCC's intensive, two-day seminar and enhance your understanding of:

This is a can't-miss opportunity to learn from the best for junior to mid-level managers who are involved in sponsorship marketing as part of their integrated marketing communications program.

Enrol today and discover how to get the maximum return on your sponsorship marketing investments.


SMCC Member: $660.00 + HST
Non-member: $1,100.00 + HST

Program Outline

Day 1 - Monday, May 12, 2014

Overview of Sponsorship Marketing in Canada
Jo-Ann McArthur, fisheye
Learn about the latest statistics, trends and emerging practices in the sponsorship field.

Brand & Marketing Communications Plan Overview
Jo-Ann McArthur, fisheye
What is the role of sponsorship marketing within the marketing mix and brand strategy and what are best practices?

Writing the Winning Sponsorship Proposal
Tyler Mazereeuw, Director, New Business Development, CFL
How to approach and build it

Social Media and Sponsorship Marketing
Andreas Duess, fisheye
How can Social Media connect with and enhance the sponsorship experience? What's working and what's not?

The Ethics of Ambush Marketing
Jo-Ann McArthur, fisheye
Strategically brilliant, but morally wrong?

Day 2 - Tuesday, May 13, 2014

Defining Success & Measuring the Returns of the Program
Dan Hunter, IMI
What needs to be done before, during and after the program to measure
ROSMO (Return on Sponsorship Marketing Objectives).

Negotiating the Terms of Partnership
Hari Sihvo, Director, Sponsorship & Strategy, Molson Coors Canada
What are the steps in a successful sponsorship negotiation, and how do you assign value to what you've bought? How do you deal with renegotiation of a success partnership?

Jo-Ann McArthur, fisheye
You have the right property - How do you leverage it?

Case Study: How to Enhance an Award Winning Sponsorship Marketing Program Going Forward
Angela Sarino, Director Cause Sponsorships, CIBC
You've got an award winning sponsorship in the Canadian Breast Cancer Foundation CIBC Run for the Cure - How do you keep the success going and continue to enhance the partnership?

To RSVP to this event, please fill out the Registration Form and send to info@sponsorshipmarketing.ca by Thursday, May 8, 2014. 

We hope to see you on May 12 and 13!


SMCC Breakfast Forums

Thank you for attending our March Breakfast Forum. We hope you found our industry experts’ insights and perspectives on Getting Festive: The Why and the ROI on Festivals informative! If you missed it, please check back soon for a video of the highlights.

Mark your calendars for the next Breakfast Forum on May 28th, more details to follow.


Past SMCC Breakfast Forums - January 22: Sponsorship Resolutions


Bonnie Hillman

Bonnie.jpgBonnie Hillman has over 25 years experience in communications, public relations, strategic planning, and sponsorship in New York and Toronto. Working on both the cultural and agency side of the table, Bonnie has worked for BBDO, The Asia Society (a New York cultural centre), the Ontario Science Centre, and the advertising firm Communiqué, where she served as Vice President, Corporate Communications.   After working in a senior management role at A&C, Bonnie purchased the company from its founder, Nina Wright, in January 2004. Since then, A&C has included influencer communications, digital, social media innovative partnerships to the service offering.

As President of A&C, Bonnie consults on most major A&C projects and clients. Bonnie has served on the Board of Directors of The Evergreen Foundation, The Mabin School, the Ontario Science Centre and is currently a Board member of MOCCA and Friendship in Action.

Bonnie Hillman
President, Arts & Communications

Jana Masiewich

Jana.jpgJana Masiewich is an innovative, integrated marketing strategist with a passion for changing the world through ground-breaking ideas. Working on both the sponsor and agency side of the business, Jana has over 10 years of experience working with brands at the forefront of the Canadian sponsorship landscape, including Scotiabank, General Motors, HBC, Coca-Cola and dozens of sports, media and entertainment properties. She has held positions at Scotiabank, MacLaren Momentum, TrojanOne, Molson Sports & Entertainment and IMG Canada.

As Director, Lifestyle Marketing at TEN81 Lifestyle Inc., Jana leads strategic concept development for the agency, helping brands put people first to solve real-world problems that build authentic and empowering relationships with their consumers and employees.

Jana Masiewich
Director, Lifestyle Marketing, TEN81 Lifestyle Inc.

Dan Mackenzie

Dan_M.jpgAs Vice-President & General Manager of NBA Canada, Dan Mackenzie is responsible for the development and growth of the NBA's Canadian business through the platforms of television, digital media, marketing partnerships, licensing & merchandising, and events. Dan leads the NBA's relationship with the Toronto Raptors, given their unique position as the lone NBA team in Canada. Dan is also responsible for developing relationships with key constituents that will help grow the popularity of basketball and the NBA in Canada.

Dan began his career at NBA Canada in 1998 and spent five years managing NBA Canada's event properties and basketball development initiatives. In 2003, Dan moved to Paris to project lead the NBA Europe Games, an exhibition series that featured the San Antonio Spurs and the Memphis Grizzlies playing games in Paris and Barcelona. From Europe, Dan moved to TSN to be the Senior Marketing Manager for the sports specialty channel. In 2005, Dan returned to the Canadian office where he assumed the role of Director of Marketing. In 2007 he was promoted to General Manager and in January, 2011 was promoted to Vice-President & General Manager.

Dan holds a Bachelor of Commerce degree from McMaster University, a Bachelor of Education degree from Brock University and is a graduate of the Sport and Event Marketing program from George Brown College in Toronto.

Dan is an active member of the community and has sat on volunteer committees for Special Olympics Canada's Sports Celebrity Festival and is the current chair of the Sponsorship Marketing Council of Canada (SMCC). Dan is also the co-chair of the Canadian sports marketing industry's respected Five to Watch event, a celebration of leadership in Canadian sport business in support of his alma mater, George Brown College

Dan McKenzie
VP & GM of NBA Canada

Matthew Logue

Matthew-Logue.jpgMatthew Logue is currently the Vice President of Strategy and a Partner at S&E Sponsorship Group Inc., one of Canada’s leading sponsorship agencies. In his role, Matthew provides strategic counsel and guidance to Tier-1 brands on the development and management of their sponsorship investment and activation strategies. At S&E, Matthew plays an integral role in the development and day-to-day management of the company, leading the agency’s branding and marketing efforts. Matthew is also an active member of his industry community, most notably in his involvement on the Sponsorship Marketing Council of Canada’s Education committee and as a frequent contributor to media outlets such as BNN, Sports Business Journal, Marketing Magazine, and the Toronto Star for expert opinion on sponsorship and the business of sports. Prior to joining S&E, Matthew worked at Maple Leaf Foods as part of their Management Trainee program, taking on roles in marketing, sales, finance and production.

Beyond his career, Matthew is a volunteer at Toronto’s Hassle Free Clinic, Canada’s largest Sexual Health Clinic.

Matthew Logue
Moderator Vice-President of Strategy & Partner, S&E Sponsorship Group Inc

SMCC Breakfast Forum Recap - Jan 22

Join the SMCC!

Membership is open to advertisers, marketing communications agencies, consultants and suppliers plus owners of sponsorship properties.

For more information about the Sponsorship Marketing Council of Canada, please email .

SMCC Western Sponsorship Congress



Join Us October 21 & 22, 2014

Whether you're seeking or spending sponsorship dollars, the SMCC Western Sponsorship Congress is where you need to be on Oct 21 & 22, 2014!

Register today! Early bird rates* available until July 31, 2014!
*Two or more and SMCC Rates are available. CLICK HERE for more information.


Agency Partner