At the end of the day, companies invest in sponsorships that will directly connect them with their target consumers and align with their business objectives. Since 2012, Canada’s Most Valuable Property Study has been getting to the root of passion points, measuring the degree of emotional connection a property can create between consumers and its sponsors. Pulling results from Canada’s Most Valuable Property Study and over 20 years of leadership in the sponsorship industry, T1’s Mark Harrison will share what Canadians believe makes for a strong partnership and how you can leverage those drivers to better sell to potential sponsors.

Learning Outcomes:

  1. The 7 Drivers of Emotional Connection that properties can create for consumers and sponsors
  2. How to identify your property’s own passion points and emotional drivers
  3. How to sell to sponsors based on what their consumers actually want in partnerships

Mark Harrison, MBA

President & CEO


For more than 20 years, Mark has worked with some of the world’s top brands, sports properties, and causes. As President and CEO, Mark has led the T1 team in developing outstanding marketing and sponsorship strategies and award-winning activations — work that engages people in memorable new ways, and all built on sound brand and business strategies. A big believer in giving back, Mark lends his expertise and passion for the business through guest articles for industry publications, a well-followed blog and as a keynote speaker at special industry events.