Sponsorship’s New Normal

In the midst of a crisis, we believe it is best to focus on helping.

A good way to start is by asking yourself how you are uniquely equipped to assist.

In our case, we are sponsorship and experiential marketing specialists. We advise brands on sponsorship strategy and excel at objectively measuring value from sponsorship properties, (re)structuring deals and optimizing asset mixes, activation plans and more.

Many brands are under heavy time, attention and budget constraints—yet still need guidance on how to deal with their sponsorship properties.

We understand, and recommend one immediate action brands can take: perform value assessments.

Under typical circumstances, the main benefits of a property valuation are clarity and the ability to make more informed investment decisions. Lumency’s valuations help brands realize both efficiencies and savings in sponsorship marketing spend and deliver value rather than being viewed as merely a cost center.

When the dust settles, having a third-party analysis in-hand will undoubtably be beneficial for conversations toward ensuring your brand and your partners are set up for success following the crisis—and that your positive working relationship remains intact. To that end…

We have created several simplified ‘packages’ of our valuation model and services.

While our engagements often require several weeks consisting of a high level of communication and info sharing, the packages are designed to condense delivery time, minimize time and labour commitments, and be more budget-friendly and accessible (featuring fixed prices at discounted rates).

Below is an overview of the packages. In the meantime, please see our blog post on thoughts and recommendations for Managing Your Sponsorship & Experiential Marketing Initiatives During and After the COVID-19 Crisis.

Lumency COVID Packages Chart

If you have any questions or would like to discuss how Lumency can potentially support your brand through COVID-19, please reach out to

[email protected]

Due to required expediency, these modified services will only be available in English for the time being.

About Us

To understand our clients’ needs, we first understand their businesses.

Lumency is a brand side sponsorship, experiential and content marketing consultancy. We work globally from bases in New York, Toronto and Chicago. Established in 1996, we are architected to evolve and built to perform with a client-centric business model. To understand our clients’ needs, we first understand their businesses. Well beyond a service provider to our clients, we see ourselves as a long-term business partner with an insider’s perspective of their business and needs.

This We Believe

Why do we do what we do?

It’s simple. At Lumency, we get out of bed every day to be better. Better than we were yesterday, better than we were last month, last year – even better than our clients expect us to be. Better together than any one of us could be on our own. Better is what motivates us.

Our Core Values

Behavioral traits that are inherent to our organization

Our core values are the few behavioral traits that are inherent to our organization. These are the values that we are intolerant of compromising on. Our core values are not a matter of convenience. They cannot be extracted from Lumency any more than a human being’s conscience can be extracted from their person. We use Lumency core values to guide every aspect of our organization, from hiring and retention to business strategy and performance management.


Our credibility is our greatest asset. We do what we say we will do. Deeds speak.


Through transparency comes trust. Trust is the foundation of real teamwork and of true partnership.


Kaizen is a philosophical notion of continuous improvement. Real, meaningful change in business and in life doesn’t come from great leaps forward, but from doing things a little better each day.


Radical accountability, we each do what needs to be done because it’s what we expect of ourselves and of each other. Owners take results personally.

What We Do

Sponsorship, experiential and content marketing consultancy.

Our strengths lie in Sponsorship and Experiential Marketing strategy, creative, execution, and measurement, and in Story Telling; content strategy, development, production and delivery. But we’re really here to provide value for our clients. We are small enough to be nimble but large enough to deliver industry leading results that are customized to our clients’ distinct and specific needs.


We align brands with passion points.

Our Sponsorship Practice provides Lumency clients with seasoned expertise, strategic thinking and results focused delivery. We align brands with passion points. Sports, arts, music, culture, cause – finding and securing the right properties/platforms that are business case tested and with the right assets for the right investment, fully activated and measured and that support brand and commercial strategy. Sponsorship strategy, portfolio optimization, property evaluation and valuation, negotiation strategy, 360-degree activation planning and execution, rights management, measurement.

Our Tools

Industry leading proprietary tools help us deliver exceptional value to our clients.


Our robust valuation model, customized to each clients’ unique business needs. For more than nineteen years, it’s been an industry accepted standard for determining the category rights market value of sponsorship assets.


Our fully customizable sponsorship return on investment protocol that measures what matters.


Our online sponsorship proposal management tool that helps Lumency clients manage the tsunami of sponsorship proposals that land on their desks each month.

Sponsorship Accelerate

Our sponsorship portfolio governance model enables Lumency clients to manage and optimize their investments in sponsorship around sound strategy.

Sponsorship Portfolio Healthcheck

An impartial audit of an existing sponsorship portfolio and backed up with an executable optimization plan.


A fully-accessible basketball experience created for Toyota Canada. Photograph by Julian Thomas.

Experiential Marketing

We create moments that take people on a journey.

Our Experiential Practice has a demonstrated track record of delivering outstanding experiential marketing programs with quantifiable business results, flawlessly and with a painstaking, maniacal attention to detail. We create moments that delight consumers, build brand health and drive against measurable business objectives. Bringing a sponsorship to life or building an owned platform/execution, experiential marketing creates emotional connections that resonate and that are sharable. Experiential strategy, design/build/delivery, execution, staffing, content production, measurement.

The Company We Keep

We pride ourselves on the relationships we have built.