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.
Elisa Beselt
Director, Consulting
Elisa Beselt works on both sides of the table to ensure properties and brands reach their overall marketing and business objectives through sponsorship, fundraising, and revenue generation. Additionally, she has been researcher and co-author of the annual Canadian Sponsorship Landscape Study for several years.
Krissy Murphy
Senior Consultant
Krissy has extensive sponsorship experience working with not-for-profits, brands and sport organizations. She has been an integral part of sponsorship consulting projects, leading research and strategy, for clients. Her experience in sponsorship sales on the property-side, including years working in amateur and professional sport, allow Krissy to combine creative thinking, industry knowledge, and sophisticated strategy.
Kelly Diamond
Consultant
Kelly has experience in both the US and Canadian sport industry, including collegiate, amateur and professional sports working with brands and properties to help achieve their brand, business and internal objectives. Kelly specializes in consumer mapping/targeting, sponsorship measurement and evaluation, and sponsorship valuation.

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

Cause
Sport
Brand
Additional

What They Have to Say

Our Thoughts

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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Five Sponsorship Stories to Watch for during Pyeongchang 2018 Winter Olympic Games

By: Krissy Murphy, Consultant

Date: February 8, 2018

With Super Bowl LII in the rear-view mirror, tomorrow (bright and early) is the Pyeongchang 2018 Olympic Winter Games Opening Ceremonies.   While Twitter’s #BrandBowl experiment last weekend appeared to be a success – here at the T1 offices the excitement for one of the largest international sporting events in the world is palpable. While… View Article

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Sports Sponsorship – Are Brands Leaving Value on the Table?

By: Krissy Murphy, Consultant

Date: January 30, 2018

As we head into Super Bowl weekend, and Tom Brady and the New England Patriots continue their domination of the NFL over the past two decades, it’s hard not to draw parallels to David and Goliath. The Philadelphia Eagles are looking to win their first Super Bowl ever, the New England Patriots – with Belichick… 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

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.

Read it at sponsorshiplandscape.ca

The top two concerns of properties:

Demonstrating ROI
Achieving Targets

Resources

Highlights from 2017 CSLS: Property Sponsorship Reinvestment

In this whitepaper Dr. Norm O’Reilly, our Partner Consultant, dives into the interim results of the most recent Canadian Sponsorship Landscape Study (CSLS) exploring a significant growth trend in sponsorship in Canada which has been defined as ‘Property Sponsorship Reinvestment’. Utilizing CSLS data and case studies to explore this topic, Norm outlines the impact of ‘property sponsorship reinvestment’ and how others in the industry can follow suit.

Contact Us

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info@thinkt1consulting.com
10 Alcorn Ave. Suite 101
Toronto, ON
M4V 3A9
416 920 7044