What does it mean to “be like water”?

That was the advice Annamaria Fuzy received from a manager early in her professional journey. Without losing sight of the end goal, Annamaria learned to go with the flow and navigate the unexpected circumstances that come up in sponsorship marketing.

What does it really take to build partnerships that last, across sport, music, and culture?

In this episode of SponsorshipX Changemakers, Mark Harrison sits down with Annamaria Fuzy, Global Sponsorships at Heineken, a global marketing leader with 15+ years in FMCG and a career shaped by some of the world’s most influential passion points. From significant sports properties to cultural platforms, Annamaria has spent her career at the intersection of brand, partnership, and relevance.

Get ready to hear about how she believes that sponsorship marketing is the perfect opportunity to use both the left and right side of your brain. She caught the bug for this industry in secondary school, working in hospitality at major events. The brands present and their motivations for participating in the action were intriguing and inspired her to learn more. It was from those early days of earning some money as a teenager that sparked her interest in this business.

This podcast takes you through three chapters of Annamaria’s career, including a stint in purchasing. Her comments on this period of her career may surprise you as they defy your expectations of what a procurement expert would focus on.

As global as Heineken’s sponsorship footprint is, this podcast takes another twist when Annamaria discusses the brand’s most recent investment in Padel. This fast-growing sport, its culture, and its participants represent a new approach for the brand giant in sponsorship, yet one that is still rooted in a simple strategic truth. A strategic truth that is non-negotiable for any Heineken partnership.

Our host Mark Harrison “loved this conversation because not only did Annamaria dive deep and clearly into strategy, but she also shared essential leadership lessons and the people from whom she has learned them throughout her career”

Pour yourself a beverage, sit back, and enjoy this conversation where the water and the beer are flowing.

🎧 Listen to SponsorshipX Podcast - Changemakers, Season 2 Featuring Annamaria Fuzy, Global Sponsorships at Heineken.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

If you care about how big ideas become real change, you’ll want to hear this one.

For our Changemakers season, Mark Harrison sat down with Mark Holland, the new CEO of the Canadian National Exhibition, and the energy in this conversation is unmistakable. Holland brings the urgency of someone who knows the CNE is more than a summer tradition. In his view, it can become a 365-day destination: a place Toronto can be proud of and one visitors from around the world will want on their itineraries.

What makes the episode stand out is how clear and practical Holland is about how to get there. He talks about listening first, building consensus, and using the political instincts he honed over years in public service to unite people around a shared vision. He also speaks as a fan. His love of music runs deep, and you can hear the excitement in his voice when he imagines a more ambitious, more surprising live-music experience at the fair.

A few moments you’ll want to catch:

• A fresh vision for the CNE’s future. Holland lays out why the fair should feel alive year-round and how the grounds could evolve into a hub for culture, innovation, and community.
• A CEO who leads by listening. He’s clear that transformation only works if Torontonians see themselves in it. He talks openly about inviting community ideas and keeping the CNE anchored in what people love.
• Partnerships that actually break through. Holland understands what modern sponsors want: experiences they can build, not just logos on signs. He explains how the CNE can co-create those moments and why the right title partner will help shape the next era.
• A milestone in sight. With the 150th anniversary coming in 2029, Holland shares what a globally relevant celebration could look like. Spoiler: he’s thinking big.
• A leader with serious drive. His vision is bold, his energy feels endless, and his commitment to transforming a Canadian icon comes through in every answer.

If you want a look inside the mind of someone preparing to reshape one of Canada’s most beloved institutions, this conversation is worth your time. It’s about leadership, community, creativity, and what it takes to refresh a legacy brand without losing its heart.

Listen to the episode now and get inspired by what’s ahead for the CNE and for the city it reflects.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

Transcript

In this episode, we sit down with Justin Mountstephens, founder of MSM Global Group and a true changemaker in the world of partnership marketing and commercial rights.

Justin shares how his career accelerated in the high-octane world of Formula 1, where he learned the actual value of commercial rights, brand partnerships, and the business behind the spectacle. From the F1 paddock to launching his own agency, he opens up about the leap into entrepreneurship and what it took to start a business just before the world shut down during the COVID-19 pandemic.

We dive into the challenges of launching MSM Global, how he’s built a team, and what he’s learned about resilience, leadership, and finding the right clients. He also pulls back the curtain on where MSM is headed next and how he’s thinking about the future of partnership marketing.

Oh, and training for a marathon? Not just a fitness goal. Justin explains how the mindset, discipline, and endurance from marathon training have shaped the way he builds and leads a business.

This episode is packed with insights for anyone in the partnerships, sports, or brand space, especially those Changemakers in our industry looking to connect with people who are moving the needle.

🔗 One to watch. One to connect with.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

Season 2 of the SponsorshipX Changemakers podcast keeps pushing boundaries, and in this episode, we’re joined by someone doing just that in women’s sports: Marianne Brooks of the Northern Super League.

Marianne’s journey from competitive golf to the boardrooms of sports marketing isn’t just a career pivot. It’s a lesson in how discipline, humility, and values-driven leadership can reshape an entire league.

In this episode, listeners will learn how the Northern Super League isn’t just talking about values; they’re living them. From every meeting to every handshake, their approach is built on authenticity, inclusion, and accountability. Marianne breaks down how those values aren’t just corporate buzzwords but guiding principles that shape real behaviour and decisions.

We also delve into why calling herself a “boring golfer” was never a put-down, but rather a quiet flex. It’s a glimpse into the mindset of someone who traded personal trophies for collective wins and found her drive amplified, not dimmed, in the process.

One of the most powerful moments? Marianne’s take on leadership and belonging. She opens up about the deep connection that forms when you’re in rooms with others who’ve faced the same walls, fought the same fights, and found ways through. There’s a shared strength in that, and Marianne captures it with rare clarity.

And if you’re looking for inspiration, you’ll find it here as Marianne shines a light on the trailblazing women in marketing who are rewriting the rules and the ones to watch as the next wave of changemakers.

This isn’t just a podcast episode. It’s a must-listen for anyone serious about the intersection of sports, leadership, and values.

*

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

🎙️ The SponsorshipX Podcast Season 2: The Changemakers Journey

In this episode, Mark Harrison takes listeners inside the SponsorshipX Changemakers Summit, unveiling the sessions, speakers, and experiences that will ignite Toronto this November

From Impact Tracks and Spotlight Sessions to Challenge Labs and Mission Studios, Mark shares how every moment is designed to turn purpose into performance and connection into action. Expect bold ideas, honest conversations, and powerful community energy.

The journey begins with an exclusive screening of The Pitch at Hot Docs Ted Rogers Cinema, a behind-the-scenes look at the creation of Canada’s first professional women’s soccer league. Then, step into The Changemakers Experience on Thursday: a full day of learning, networking, and activation at the stunning Waterworks Food Hall, complete with a dedicated networking space and an exclusive VIP Lounge for SPX Global members, speakers, and sponsors.

Your Summit pass also includes a ticket to the Northern Super League Final at BMO Field, where inspiration meets celebration on the biggest stage.

This isn’t just an event, it’s your invitation to embark on your Changemaker’s Journey.

🎧 Listen now to get inspired and ready for the Changemakers Summit, November 13–15, in Toronto.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

Transcript

In this episode of the SponsorshipX Changemakers Podcast, Ashima Chopra, Founder and CEO of FanVerse, joins Mark Harrison to explore how she’s redefining the future of fandom.

A lifelong big-picture thinker, Ashima brings a rare blend of experiences in law, human rights, and venture capital to her entrepreneurial mission. That combination fuels her bold approach to changing ecosystems, building businesses, and rebuilding how communities connect, belong, and grow.

At its core, FanVerse is about creating belonging. For Ashima, that means designing a platform where solo fans become social fans and where feedback from the community isn’t an afterthought; it’s the foundation. Together, she and Mark unpack how FanVerse is tackling the “default fan” problem, ensuring women and underrepresented voices are no longer sidelined in sports culture.

They also explore what brands can learn from this model: that investing in women’s sports isn’t a side initiative; it’s a growth strategy. Beyond sports, Ashima shares lessons any tech, retail, or health leader can use to build inclusivity and engagement into their business DNA.

🎧 Listen now to hear how Ashima Chopra proves that real change follows when ventures listen to their communities.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

Transcript

Mark Harrison, Founder of SponsorshipX, sits down with Jay Downton (Co-Founder & CEO, The Nation Network) and Adam Seaborn (VP Global Ad Sales, Better Collective) for a candid conversation on building a challenger brand in Canadian sports media.

From the origins of Oilers Nation to 17,000+ pieces of monthly content, they explore how fan-first communities scale, why rejecting the status quo fuels growth, and what it takes to keep the “pulse of the fan” in a shifting media landscape.

Expect insights on sponsorship, talent, culture, and the next wave of platforms—from YouTube-first podcasts to WhatsApp and Discord communities.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

Transcript

Another talk from the mountain as Mark Harrison, Founder of SponsorshipX, sits down with fellow entrepreneur Darren Kinnaird, the Managing Partner of Crankworx.

Listen in as they discuss everything from building a global property from Whistler to tackling inclusion in mountain biking. The rising talents of women riders and their increasing participation in the Red Bull Joyride are notable. The integration of adaptive athletes in sponsorships with partners such as SRAM. Who knew that a conversation about inclusion would erupt at a mountain biking event?

Here is about the Red Bull Joryide, termed the Super Bowl of Mountain Biking, the biggest slopestyle event in the world. It's a unique event that brings together the best riders from around the globe to compete in a gravity-defying spectacle. Beyond spectacular, and it gets bigger every year.

Learn how Darren and the Crankworx team build a cultural showcase that not only drives patron value and tourism dollars but also makes a significant societal impact. It's more than just a sporting event; it's a platform for positive change.

Crankworx and its partners are creating opportunities. But not overnight. What happens when you give an eight-year-old boy and an eight-year-old girl each a bike? What would they be able to do at eighteen? Listen in to find out!

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

Transcript

Recorded outdoors in Whistler — complete with a soundtrack of mountain wind and laughter — this conversation brings Mark Harrison together with Eliot Jackson: Red Bull commentator, content creator, founder of the Grow Cycling Foundation, and curator of Aspire, the Whistler event that champions cycling culture and community.

Eliot shares stories from his mother’s entrepreneurial journey to his partnership approach in building sustainable change through Grow Cycling. Along the way, he opens up about his creative content work for Red Bull, the unique way he balances sport, storytelling, and social impact, and what it takes to curate community-driven events that actually leave a legacy.

Listeners will walk away with a mix of sharp business insights, authentic life lessons, and more than a few laughs. This is Eliot's best: candid, inspiring, and relentlessly curious.

About Eliot Jackson

Eliot Jackson is a former professional downhill mountain bike racer who has become one of the most dynamic voices in cycling. As a commentator for Red Bull and co-host of some of the sport’s biggest broadcasts, he’s known for his energy, insight, and ability to connect fans to the action. Beyond the mic, Eliot founded the Grow Cycling Foundation, dedicated to expanding diversity and access in cycling. He is also the curator of Aspire, a cultural event in Whistler for an inspiring evening dedicated to building authentic partnerships with BIPOC organizations in cycling and the outdoors.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.

Changemaker on the Mountain: Chris King of Outdoor Research

Join us for a dynamic conversation between Mark Harrison and Chris King, VP of Brand at Outdoor Research, recorded live at Crankworx Whistler during its momentous 20th anniversary. In this episode, we explore how Outdoor Research approaches sponsorship as a platform for authentic engagement and community-driven impact in mountain biking through innovative activations, meaningful partnerships, and immersive experiences. Chris unpacks the brand’s “Changemaker” philosophy in action, including their new Trick Showdown event, athlete collaborations, and dual focus on global visibility and grassroots connection.

Meet Chris King

Chris King, Vice President of Brand at Outdoor Research, has a rich background in creative storytelling and brand strategy and a steadfast passion for sustainability and outdoor culture. Before OR, he held roles in innovative leadership and content production—including at Rover.com and Bamboo—and earned his BA in International Business and Marketing from Carroll College. Based in Seattle, Chris blends his commitment to environmental stewardship and innovation into Outdoor Research’s brand narrative.

Key Conversation Highlights

Crankworx Sponsorship & Mountain Bike Strategy

• Outdoor Research marks its third consecutive year as a principal sponsor of Crankworx Whistler, aligning with the festival’s milestone 20th anniversary. Chris explains why the event’s global reach and authentic mountain bike atmosphere make it a strategic fit for the brand.
• Reflects on the success of 2024 activations—including sponsoring the Speed & Style event and launching the Freewheel MTB Collection onsite—and how those informed their elevated approach for 2025.
• It emphasizes OR’s commitment to meaningfully engaging with all levels of the MTB community—from grassroots enthusiasts to professional riders—through genuine experiences, not just visibility.

The Outdoor Research Trick Showdown

• For the first time in 2025, OR launched the Trick Showdown—an immersive, head-to-head “NBA Slam Dunk”-style MTB jam. Chris shares the creative intent behind the format and why the name encapsulates OR’s bold, playful spirit.
• Describes the role of athlete ambassadors in the event—as competitors, judges, or influencers—and how their involvement elevates authenticity and storytelling.

Sponsorships Done Differently

• Chris articulates how OR prioritizes deep engagement over transactional brand deals. Their sponsorships involve immersive storytelling, athlete collaboration, and long-term community relationships.
• They assess success not just with traditional metrics, but through community sentiment, athlete trust, and cultural resonance—emphasizing sustainability and inclusivity as indicators of real impact.

Global & Community-Focused Approach

• Beyond Crankworx, Chris highlights Outdoor Research’s involvement in global and grassroots initiatives, including partnerships with the Access Fund, Leave No Trace, The Conservation Alliance, Evergreen Mountain Bike Alliance, PeopleForBikes, and events like the women-focused Sturdy Dirty Enduro.
• Discusses how OR navigates the balance between high-profile festival presence and long-term investments in trail advocacy, education, and access—demonstrating their Changemaker ethos at scale.

Why Listen?

This episode is a compelling case study in redefining sports sponsorship by centring community impact, purpose-driven activations, and authenticity. Chris King’s perspective offers a fresh blueprint for brands aiming to be Changemakers—not just sponsors—in the sport and culture they engage with.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Hosted on Acast. See acast.com/privacy for more information.