The T1 Agency

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.

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

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

• Sponsorship consulting
• Experiential marketing
• Partnership strategy
• Brand activation
• Event marketing

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. Partnership Activation & Experiential: Fees for designing and executing experiential marketing campaigns, brand activations, grassroots events, pop-ups, and fan experiences for clients.
3. 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

Core 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

Named customers21 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MH3 CollectivecoreStrategic or Co-development PartnerMH3 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.
• SponsorshipXcoreStrategic or Co-development PartnerSponsorshipX 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 IMIminorStrategic or Co-development PartnerConsult IMI is listed as a partner of the Canadian Sponsorship Landscape Study, contributing research or promotional support to the annual study.
• WMX Sports MarketingminorStrategic or Co-development PartnerWMX 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)minorStrategic or Co-development PartnerT1 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

Broad 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

• Xx.com/thet1agency
• LinkedInlinkedin.com/company/the-t1-agency
• Facebookfacebook.com/thet1agency

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The T1 Agency