The T1 Agency
The T1 Agency is a Toronto-based, full-stack sponsorship and experiential marketing agency serving enterprise brands, sports properties, and nonprofits in Canada through three service pillars (Partnerships, Activation, Amplification) and specialized soccer and nonprofit verticals.
- Company typePrivate
- Founded1994
- HeadquartersToronto, Canada
- Headcount51–100
- GTM typeB2B
- OfferingServices
What The T1 Agency does
The T1 Agency is a Toronto-based, full-stack sponsorship and experiential marketing agency that serves enterprise brands, nonprofit organizations, and sports properties primarily in Canada. The firm is organized around three core service pillars: Partnerships (sponsorship strategy, portfolio audits, valuation, and negotiation), Activation (experiential marketing, pop-ups, grassroots events, trade shows, and environmental design), and Amplification (content production, influencer strategy, digital promotions, and media planning/buying). T1 also operates two specialized verticals — T1 Futbol, focused on the global soccer ecosystem, and T1 Nonprofit, focused on cause-driven partnership development for charities and NGOs.
T1 monetizes through professional services fees structured as bespoke retainers and project-based engagements. The client roster spans financial services (Scotiabank, Visa, Allstate), food and beverage (Mondelez, Lactalis, Powerade/Coca-Cola, GoGo squeeZ, Schneiders, Dairy Farmers of Canada, Mina Halal), sports leagues and properties (NFL Canada, Tim Hortons Field, UFC via Thorne), automotive (Hyundai/Kia), consumer electronics (PlayStation/Sony), pet retail (Pet Valu), and a meaningful nonprofit book (Canadian Tire Jumpstart, Indspire, St. Michael's Hospital Foundation, CFCC, CCES). The firm is privately held and founder-led by Mark Harrison, part of the MH3 Collective network, with no disclosed institutional capital and a ~50-person team operating from a single office at 366 Adelaide St. West, Toronto.
T1's differentiated intellectual property includes the T1 Valuation Model (applied in naming rights and UFC engagements such as Thorne), the T180 Framework (used by Pet Valu for portfolio evaluation), and the Canadian Sponsorship Landscape Study (CSLS) — a bilingual annual research publication tracking Canadian sponsorship investment, activation, and evaluation trends since 2005, covering over $4.2B in industry spend. The firm maintains thought leadership through the T1 Blog, community events such as IGNITE, and participation in industry conferences including SponsorshipX ROI Forum and the Canadian Sponsorship Forum. There are no AI/ML products, no software platform, and no disclosed external funding, making T1 a services-led business whose value is concentrated in methodology, data, and senior practitioner relationships.
The T1 Agency firmographics
Firmographics- Name
- The T1 Agency
- Legal name
- T1 Limited
- Website
- https://thet1agency.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The T1 Agency is a Toronto-based, full-stack sponsorship and experiential marketing agency serving enterprise brands, sports properties, and nonprofits in Canada through three service pillars (Partnerships, Activation, Amplification) and specialized soccer and nonprofit verticals.
- Ownership category
- akta.pro rank
The T1 Agency industry classification
Industry- Product category
- Sponsorship and Experiential Marketing Services
- NAICS
- Advertising Agencies (541810), Promoters of Performing Arts, Sports, and Similar Events (7113), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Digital, Social & Influencer Sponsorship Activations (Creator/Athlete Content, Social Series) (MPAKALAG)
- akta.pro secondary industry
- Creator Partnerships & Sponsorship Sales (Brand Partnerships) (MPAAAHAK)
Keywords
Where The T1 Agency is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
The T1 Agency business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Sponsorship Strategy & Consulting: T1 earns fees for developing sponsorship strategies, portfolio audits, valuation, and custom brand studies for enterprise clients. This is the primary revenue-generating consulting stream.
- Partnership Activation & Experiential: Fees for designing and executing experiential marketing campaigns, brand activations, grassroots events, pop-ups, and fan experiences for clients.
- Amplification Services: Revenue from content strategy and production, influencer and talent strategy, media planning and buying, and digital engagement services.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
The T1 Agency product offering
Product offeringCore offering
The T1 Agency is a Toronto-based full-stack sponsorship and experiences agency that delivers three integrated service pillars: Partnerships (sponsorship strategy, partnership negotiation, portfolio audits, valuation, and ROO reporting), Activation (experiential marketing, pop-ups, stunts, tours, trade shows, grassroots events, and environmental design), and Amplification (influencer strategy, content production, digital promotions, and media planning/buying). It also operates specialized divisions—T1 Futbol for soccer-focused marketing and T1 Nonprofit for cause-driven partnerships—and produces the Canadian Sponsorship Landscape Study, a flagship annual bilingual industry research publication. Services are sold on a B2B basis to enterprise brands, nonprofit organizations, and rights holders primarily in Canada.
Product overview
T1 Agency is a full-stack sponsorship and experiences agency offering three core service pillars: Partnerships (sponsorship strategy, consulting, negotiation, valuation, and custom brand studies), Activation (experiential marketing, pop-ups, stunts, trade shows, grassroots events, and environmental design), and Amplification (influencer strategy, content production, digital promotions, and media planning). The agency operates specialized divisions including T1 Futbol (soccer-focused marketing) and T1 Nonprofit (nonprofit sector services). They produce the Canadian Sponsorship Landscape Study (CSLS), an annual industry research publication, and maintain a T1+ freelancer network alongside their brand ambassadors program and internship offerings.
Differentiator
Problem solved
Functional benefit
Brands
- T1 Futbol: Soccer-focused division assisting brands and properties in connecting with fans and creating unforgettable experiences in the futbol community.
- T1 Nonprofit
- Canadian Sponsorship Landscape Study (CSLS)
Products and services
- Partnerships
- Activation Experiential marketing service pillar covering sponsorship activation, campaign and concept development, experiential marketing pop-ups, stunts and tours, trade shows and partner summits, grassroots and community events, and environmental design and styling. Designed for enterprise brands executing live brand experiences and fan engagement campaigns.
- Amplification Content and media service pillar covering influencer and talent strategy, content strategy and production, digital promotions and contests, media planning and buying, social and influencer engagement, and enterprise and B2B content development. Designed for brands seeking to scale the reach of sponsorship and activation campaigns.
- T1 Futbol Specialized soccer marketing and sponsorship services division that helps global brands build inclusive partnerships and create campaigns within the global futbol community of 4 billion fans. Designed for brands, federations, and properties seeking soccer-specific sponsorship strategy and activation.
- T1 Nonprofit Nonprofit-focused specialized division that connects purpose-driven brands with like-minded organizations, helping drive meaningful change through sponsorship, cause marketing strategy, and mission-aligned partnerships. Designed for charities, NGOs, and mission-driven organizations seeking revenue diversification and brand partnership development.
- Canadian Sponsorship Landscape Study (CSLS) The longest-running annual bilingual insights and trends barometer on Canada's sponsorship industry, providing in-depth analysis on industry size, spending by sector, activation trends, evaluation practices, strategic priorities, and future outlook since 2005. Designed for brands, rights holders, and agencies needing Canadian sponsorship market benchmark data.
Quantifiable outcome
- St. Michael's Hospital Foundation expanded revenue potential by $7 million through T1's sponsorship and revenue strategy.
- +2 more outcomes
Companies that use The T1 Agency
Customer profileNamed customers21 records
Segments3 records
Ideal customer profiles3 records
The T1 Agency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The T1 Agency partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- MH3 CollectivecoreMH3 Collective is the parent organization or collective that encompasses T1 Agency. It is described as a group of agencies committed to initiatives that drive meaningful change, including the Black Talent Initiative and Park Street Education. T1 is listed as part of the MH3 collective on its website.
- SponsorshipXcoreSponsorshipX is an industry platform co-founded by T1's Mark Harrison. T1's website and team bios reference SponsorshipX as a partner, and team members participate in SponsorshipX events including the SPX ROI Forum and Future of Fandom conference.
- Consult IMIminorConsult IMI is listed as a partner of the Canadian Sponsorship Landscape Study, contributing research or promotional support to the annual study.
- WMX Sports MarketingminorWMX Sports Marketing is listed as a partner of the Canadian Sponsorship Landscape Study, contributing research or promotional support to the annual study.
- CARAS (Canadian Academy of Recording Arts & Sciences)minorT1 collaborated with CARAS for the 2024 JUNOS and SponsorshipX Future of Fandom event in Halifax. T1 team members integrated SPX into JUNOS events including the Honouring Ceremony for Indigenous nominees and MusicCounts after-party.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
The T1 Agency competitors and assessment
Company assessmentBroad incumbents
- Creative Artists Agency (CAA): Global talent, sports, and entertainment agency with a sponsorship and brand-strategy practice; competes with T1 on large enterprise endorsements and brand-partnership engagements, though at significantly larger scale.
- William Morris Endeavor (Endeavor): Global sports, entertainment, and talent representation firm with sponsorship consulting capabilities; broader portfolio than T1 but competes in sports sponsorship strategy for top-tier brands.
Direct peers
- Optimum Sports: Omnicom's dedicated sports marketing media and sponsorship agency; overlaps with T1's Amplification and Partnerships work, particularly media planning/buying for sports sponsors.
- Wasserman: Global sports marketing, sponsorship, and talent agency with a strong Canadian presence; directly competes with T1 for sports sponsorship strategy, activation, and brand-partnership engagements across enterprise clients.
- MKTG: Dentsu-owned live marketing, sponsorship, and experiential agency; competes with T1 in sponsorship activation and brand experience work, with broader global infrastructure.
- Banfield Agency: Canadian sponsorship marketing and consulting agency; competes with T1 in sponsorship strategy, portfolio audits, and partnership packaging for major North American brands and properties.
- Engine (formerly Engine Shop): Global experiential and sponsorship activation agency; directly comparable to T1's Activation pillar, particularly for live event marketing, brand experiences, and sports-related campaigns.
- Tonik Strategic Engagement: Toronto-headquartered sponsorship and strategic engagement agency focused on brand-ambassador, partnership, and experiential programs; overlaps directly with T1's partnerships and activation offerings in the Canadian market.
- TrojanOne: Toronto-based experiential marketing and sponsorship activation agency; closest geographic and service-line competitor to T1's Activation and Amplification pillars for Canadian enterprise brands.
- Octagon: IPG-owned global sports marketing and sponsorship consultancy; competes head-to-head with T1 in sponsorship consulting, rights-holder negotiations, and event-based experiential activation for major brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
The T1 Agency social profiles
Digital presenceThe T1 Agency compliance and trust
Trust signalCompliance2 records
The T1 Agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
The T1 Agency leadership team
Management profileNumber of profiles
Profiles12 records
The T1 Agency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The T1 Agency M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The T1 Agency
What does The T1 Agency do?
The T1 Agency is a Toronto-based full-stack sponsorship and experiences agency that delivers three integrated service pillars: Partnerships (sponsorship strategy, partnership negotiation, portfolio audits, valuation, and ROO reporting), Activation (experiential marketing, pop-ups, stunts, tours, trade shows, grassroots events, and environmental design), and Amplification (influencer strategy, content production, digital promotions, and media planning/buying). It also operates specialized divisions—T1 Futbol for soccer-focused marketing and T1 Nonprofit for cause-driven partnerships—and produces the Canadian Sponsorship Landscape Study, a flagship annual bilingual industry research publication. Services are sold on a B2B basis to enterprise brands, nonprofit organizations, and rights holders primarily in Canada.
Is The T1 Agency a public or private company?
The T1 Agency is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The T1 Agency founded?
The T1 Agency was founded in 1994. It employs 51 to 100 people.
Where is The T1 Agency based?
The T1 Agency is headquartered in Toronto, Canada, in the North America region.
How does The T1 Agency make money?
Three revenue lines are on record. Sponsorship Strategy & Consulting is the primary driver. The others are partnership Activation & Experiential and amplification Services.
Who are The T1 Agency's main competitors?
Broad incumbents on record are Creative Artists Agency (CAA) and William Morris Endeavor (Endeavor). Direct peers are Optimum Sports, Wasserman, MKTG, Banfield Agency, Engine (formerly Engine Shop), Tonik Strategic Engagement, TrojanOne and Octagon.
Does The T1 Agency have an API?
No public API is recorded for The T1 Agency.
What industry is The T1 Agency in?
The T1 Agency's product category is Sponsorship and Experiential Marketing Services. Its primary akta.pro industry code is MPAKALAG, Digital, Social & Influencer Sponsorship Activations (Creator/Athlete Content, Social Series), with a secondary code of MPAAAHAK, Creator Partnerships & Sponsorship Sales (Brand Partnerships). Its NAICS code is 541810 and its SIC code is 7311.