March Breakfast Forum: The New Sponsorship Playbook: Balancing AI with Real Connection

Sponsorship has always been about the human connection—the roar of the crowd, the passion of the athlete, and the trust between a brand and a fan. But in 2026, the tools we use to build those connections are shifting rapidly.

Join the SMCC this March for The New Sponsorship Playbook: Balancing AI with Real Connection, where we explore how to harness Artificial Intelligence without losing the "heart" of our industry. Through four rapid-fire case studies - covering Creative, Measurement, Legal IP, and Fan Experience, we will demonstrate how AI can handle the process so you can focus on the people.

From protecting player likeness to hyper-personalizing fan joy, we’ll unpack the balance between efficiency and emotion. The morning concludes with a future-focused keynote and a live AI-generated summary of the session. Come see how to keep the "hands-on" in sponsorship marketing while keeping your hands on the wheel of innovation.

Time: 8:00 AM - 10:30 AM 

• 8:00 AM - 8:30 AM - Check-In & Networking (Light Breakfast will be provided)
• 8:30 AM - 10:00 AM - Forum 
• 10:00 AM - 10:30 AM - Networking

Location: Real Sports Bar - 15 York St, Toronto  

Speakers:

• Chris Henry, Google (AI in Content / Creative) 
• Karen Durell, Miller Thomson LLP (Legal Implications of AI - IP/Logos/Marks)
• Keyur Shah, Deloitte (AI in Fan Experience)
• Justine Tainsh, WPP Media Sports + Entertainment (AI in Measurement & Sponsorship Evaluation)

Ticket Price:

• Members: FREE*
• Guests of Members: $15
• Non members: $50
• Student: $25

*Please note, this ticket rate is available for active SMCC Members at the time of registration.

Member Guest Note: SMCC welcomes and encourages guests of its members to attend at a special guest rate, offering an accessible way to bring new voices and industry peers into our growing community.