Who We Are

We are an expert team of analysts and consultants that have worked throughout a wide variety of industry sectors.
Mark Harrison
President & CEO, The T1 Agency
T1 Consulting founder Mark Harrison has over 20 years of experience in sponsorship and cause marketing. As a leading expert in the industry, Mark has led the development and strategy for sponsorship programs across the country. He is also a seasoned conference speaker.
Norm O’Reilly
Partner Consultant
Recognized internationally as one of the foremost scholars on business and sport, Norm O’Reilly, PhD., leverages his academic experience as the Assistant Dean of Executive Programs & Professor at the College of Business & Economics, University of Guelph, in his role as a Partner Consultant in T1 Consulting.
Rebecca Shanks
Vice President, Account Management, The T1 Agency
For the past 20 years, Rebecca has led integrated marketing communications plans from strategy through to execution and evaluation. She has worked with numerous brands and properties on leveraging sponsorships to achieve their business goals. Rebecca spent 10 years at Coca-Cola in various marketing roles including managing their marketing assets and sponsorships. She currently sits on the board of the Canadian Association for the Advancement of Women and Sport and Physical Activity (CAAWS).
Imran Choudhry
Vice President, Account Management, The T1 Agency
Imran Choudhry shares over 15 years of agency experience developing results-driven integrated marketing strategies for a long list of blue chip clients and not-for-profits. Imran is known for his ability to understand client needs, evaluate client goals and deliver campaigns that hit the mark.

What We Do

We drive business results in sponsorship marketing and revenue generation. Properties earn more. Brands spend smarter.

For Properties

For Brands

Our Clients


What They Have to Say

Our Thoughts

The Still ‘Dark Reality’ of Sponsorship and Cannabis/Marijuana in Canada

By: Dr. Norm O'Reilly, Partner Consultant

Date: May 12, 2020

About 20 months ago, Canada was preparing for the legalization of Cannabis from coast to coast. It was a very hot topic, with many polarizing views. On one side, many Canadians expressed passionate anticipation and an “it is about time” attitude. While, others, offered deep concern and expressed worry about implications for driving, over-use, availability… View Article

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Rugby on the Rise – Understanding the global sport’s recent growth and future in Canada

Rugby on the Rise

By: Scott Lidbury

Date: September 26, 2019

One of the biggest sporting events in the world commenced last week. The 2019 Rugby World Cup is being held in Japan, 10 months out from the country’s hosting of the 2020 Summer Olympic Games. The Final of the last Rugby World Cup (2015) was watched by an estimated global television audience of 120 million… View Article

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Keeping up With the Growing Podcast Industry

By: Michael Graham, Assistant Analyst, Consulting

Date: November 29, 2018

  The podcast industry continued to grow in 2018, Ad revenue from podcasts in the U.S. grew an estimated 86% last year to $313.9 million1. Sponsorship in the podcast industry contains fantastic opportunities for companies to connect with consumers. Among Canadian podcast listeners, 66% podcasts they listen to centre on either Sports or Entertainment/Culture2. Sponsors… View Article

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Six Things We Heard in a Coffee Shop in Calgary the Morning after the Plebiscite

Winter Olympics

By: Norm O'Reilly & Elisa Beselt

Date: November 19, 2018

So, nearly 57% of Calgarians voted last night in huge numbers (304,000 total votes) to decline hosting the Olympic Games in 2026. As Calgary Major Naheed Nenshi put it, “Ultimately, the people have spoken.” It is big news, surprising to some, expected by others, but one thing is for sure it has hit a cord!… View Article

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Snapshot on Sponsorship in the Mental Health Space

By: Kelly Diamond, Consultant

Date: October 10, 2018

Mental health is a cause space that continues to gain traction globally, and we are seeing Canada leading the way with brands like Bell helping power the conversation. Bell Let’s Talk, is a prime example, of how Bell as a brand, found a way to integrate and promote the mental health conversation to generate return… View Article

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Sponsorship Decisions – Finally Some Evidence!

By: Norm O'Reilly & Elisa Beselt

Date: September 25, 2018

In the past week alone, Mastercard has signed on as a global partner of League of Legends in eSports, Allianz has announced its partnership with the Olympics as insurance provider and the Portland Trail Blazers unveiled their jersey sponsorship with Performance Health. Around the world, thousands of sponsorship deals are decided upon every year. So,… View Article

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Industry Spotlight on Gambling: Exploring the Legalization of Sports Gambling in the U.S. and the Impact on Canada

By: Sara Kernerman, Assistant Analyst, Consulting

Date: September 12, 2018

In 2019, the total gambling gross yield worldwide is forecasted to rise to $495 billion USD continuing the steady increase the industry has experienced since 2001 [1]. While it is difficult to estimate the value of sports betting since many countries lack consistent regulation, it is projected that this growing industry makes up 30 to… View Article

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The ‘Dark Reality’ of Sponsorship and Cannabis in Canada

Cannabis leaves

By: Dr. Norm O'Reilly, Partner Consultant

Date: June 13, 2018

As we approach the pending legalization of Cannabis (a.k.a., “pot”) in Canada, I have been part of many conversations, digital chats and deep discussions about what it might mean for the country and its health, economy and reputation. Views include many divergent opinions ranging from passionate to mildly interested to afraid to bullish.   Yes,… View Article

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Three Lessons on Sponsorship at Events Courtesy of The EVENT

By: Krissy Murphy, Consultant

Date: May 7, 2018

T1 Consulting was asked to speak at the first-ever The EVENT. The conference was a collaboration between the Montreal, Toronto, and Ottawa chapters of Meeting Planners International who had the lofty goal of elevating the meeting planning industry. As speakers, we were excited. Every time we heard about The EVENT from the planning team it… View Article

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Sponsorship Around the World: Evidence of Success in Small Places

By: Dr. Norm O'Reilly, Partner Consultant

Date: April 4, 2018

Over the years, we have written a number of white papers and blogs on topics related to sponsorship. Much of these have been based on our now 12 year old study – The Canadian Sponsorship Landscape Study (CSLS) – or one of our three iterations of Canada’s Most Valuable Property (MVP) study, last done in… View Article

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Target consumer
for sponsorship spend:

Since 2006, the sponsorship industry in Canada has experienced:

The Canadian Sponsorship Landscape Study

Download the 13th annual Canadian Sponsorship Landscape Study here: sponsorshiplandscape.ca

This study provides the most comprehensive information on the scope, scale and trends of Canada’s sponsorship industry, including industry size, spending by sector, activation trends, evaluation practices, strategic priorities and future outlook.

The study draws on both academic and industry resources to provide information that is extremely relevant, highly ethical and provides outstanding sponsorship expertise for sponsors, properties and agencies.

The top two concerns of properties:

Demonstrating ROI
Achieving Targets


Contact Us

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Toronto, ON
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416 920 7044