by Mark Harrison

The 2023 Grey Cup Festival proudly reflects the transformation of the vibrant host city known as Hamilton in your mind, proclaimed as "The Hammer" in the hearts of the people who live in this regional powerhouse.

SponsorshipX is thrilled to be hosting the SPX Academy in The Hammer at what should be one of the most vibrant community atmospheres a Grey Cup Festival has ever seen. Today, I want to share ten highlights of what will make this a fantastic Festival.

1/ Santa is coming to town! Admittedly, I am stealing CFL Commissioner Randy Ambrosie's opening line from the Festival launch. Still, it is true: the annual Hamilton Santa Claus Parade Presented by WeatherTech will take place in downtown Hamilton in the heart of the 2023 Grey Cup Festival. Call me old-school, but these two traditions seem made for each other.

2/ The strength of this year's festival lies in the intersection of the old meeting the new, and one neat innovation is the launch of the Rise & Shine Young Trailblazers Breakfast presented by YWCA Hamilton. The YWCA Hamilton has combined the Hamilton-Wentworth District School Board and Hamilton-Wentworth Catholic District School Board to welcome youth from across the region for a morning of empowerment and engagement. Love it.

3/ The John Weir Foote Armoury is one of the most incredible venues in Hamilton, if for no other reason than that it is virtually never open to the public. During the Festival, it will be the Canadian Armed Forces Fan Zone site for an unprecedented free-of-charge interactive area.

4/ If you are a runner, you probably have heard of the iconic Around the Bay Road Race, the oldest run in North America - even older than the Boston Marathon! The Around Bay Team is organizing a . Community Race To The Cup presented by F1rstOntarioin to promote health and fitness for 2,000 students and shaping up!

5/ Of course, the Grey Cup Festival should include some football. The Hamilton Flag Football Classic will feature a specially constructed 35-yard turf football field with stands and a scoreboard, thanks to Football Ontario!

6/ TELUS is planning a massive takeover of the street festival and building the Kick for Good Courtyard. Adjacent to the Canadian Armed Forces Fan Zone, the TELUS Kick for Good Courtyard will offer fans the chance to showcase their kicking prowess to win exclusive prizes.

7/ This year's Festival is unique in that Hamilton partners with Niagara Falls for accommodations, events and experiences. The 2023 CFL Awards will be at Fallsview Casino in Niagara Falls. The awards show will take place in its intimate Avalon Theatre, and following the presentation, event guests will experience the state-of-the-art OLG Stage for a live concert. The 2023 Festival is the first time I have seen a Festival take a regional approach, and I love it. 

8/ The Grey Cup festival is legendary for team parties, and none is more historic than the Spirit of Edmonton. My first visit to their team was in 1996 at the 84th Grey Cup in Hamilton. This party must be on your festival map, and then head off to find Riderville!

9/ Many of you know I am biasedly in love with the Calgary Stampede. If you have never made it, you can have a taste during the Grey Cup week at the Calgary Grey Cup Committee Pancake Breakfast. It is the stuff of legends and will have you packing your bags for a trip to the Greatest Outdoor Show on Earth next July!

10/ The Festival is working with the crew from SUPERCRAWL, the fantastic arts & music festival in the Hammer. You know the music will be on point and the experience unforgettable!

If you are a marketer, a brand, a promoter, a fan, or a community animator, you want to attend the 2023 Grey Cup Festival! Join us at the SPX Academy to mix business with pleasure!

Unleash Your Potential at SPX Academy @ 2023 Grey Cup Festival! 🌟

Calling all forward-thinkers! After the electrifying Whistler forum, we're ushering in a new era at SponsorshipX. Get ready to dive into a transformative one-day event: SPX Academy @ 2023 Grey Cup Festival, Hamilton, November 18th.

🎓 Sharpen your skills through exclusive classroom sessions.

🌆 Explore behind-the-scenes secrets.

🔍 Embark on curated activation tours.

Every delegate receives a complimentary e-book, loaded with valuable insights thanks to our Educational Partner, the PNE.

Join us and seize this opportunity for growth. Mark your calendars, secure your tickets, and let's make history together! Discover more at sponsorshipx.com/academy.

Don't miss out – the future of sponsorship is here. 🚀 #SPXAcademy2023

Last Call!

The 18th Canadian Sponsorship Landscape Study (CSLS) is nearing its contribution deadline, which is set for September 15th. Don't miss your chance to participate. You can access the survey via this link: https://www.sponsorshiplandscape.com/csls.

Since 2006, this annual study has provided a deep dive into Canada's sponsorship industry, with the 17th edition being widely shared and utilised.

Last year's edition of the study marked a significant milestone with the inclusion of an expanded analysis on property reinvestment of rights fees received. This edition highlighted the increased dedication of Canadian properties in delivering a return on investment to their brand partners in sponsorship activation, evaluation, and servicing, with nearly one in three dollars received being reinvested into sponsorship.

Anticipating the continued growth of this reinvestment trend post-2021's rebound, it's important to note that insights like these are made possible by your participation. So be sure to complete the survey and stay tuned for the results, which will be unveiled at the SPX Academy during the 2023 Grey Cup Festival on November 18th. The 2023 Grey Cup Festival, Built in The Hammer, will be unlike any you have ever seen.