Business (@XBusiness): X Brings Canada’s Top Brands and Agencies Together Ahead of a Landmark Year for Sports and Culture

X Brings Canada’s Top Brands and Agencies Together Ahead of a Landmark Year for Sports and Culture X Canada recently welcomed senior leaders from the country's leading brands and agencies to an exclusive Executive Breakfast at Toronto's iconic TIFF Lightbox. Hosted by Marco Botero, Head of CanLATAM, and Jeremy Reisler, Head of X Canada, the event brought together the country’s top advertisers to discuss the platform's momentum in Canada, rapid pace of product innovation, and opportunities for brands to connect with audiences during the world's biggest live moments—especially as excitement for the FIFA World Cup™ ramps up. Throughout the morning, attendees heard how brands are leveraging X to drive impact through real-time conversation, cultural relevance, and premium content partnerships. The team highlighted recent collaborations with Canada Soccer and Maple Leaf Sports & Entertainment (MLSE), while previewing additional initiatives set to launch in the months ahead. A highlight of the event was a discussion led by Mitchell Smith, Global Head of Content Partnerships at X, focused on how brands can maximize engagement during major sports moments. Joining the conversation were Heather Nobes, Vice President of Partnerships at Visa, Adam Burchill, Vice President of Marketing at MLSE, and Paulo Senra, Vice President of Marketing at Canada Soccer, who shared insights on the power of partnerships, fandom, and real-time engagement to drive meaningful business results. Appreciative of the opportunity to join this week’s Xecutive Breakfast panel alongside Mitchell Lawrence Smith, Adam Burchill, and Paulo Senra. Energizing to see the innovation X is bringing to Canada for both users and brands, proof of what strong partnerships can unlock when insight, scale, and ambition come together. Excited for what’s ahead as we build toward the FIFA World Cup ⚽Big thanks to Jeremy Reisler and the incredible Visa team Kelly Cranston Aryana Hassan Christopher Gorski. The impact speaks for itself. The event also showcased how AI is reshaping advertising on X. Leaders received an inside look at the global rollout of the new Ads Manager, designed to simplify campaign creation, improve optimization, and deliver stronger performance. Additional product innovations featured included Fanalyzer, enabling brands to instantly engage with highly relevant audiences, and Cashtags, which continue to fuel significant financial conversation and activity in Canada. “Events like these bring the timeline to life and build stronger partnerships with the brands shaping Canada’s cultural landscape,” said Jeremy Reisler, Head of X Canada. “Canada remains a major priority for X, and the team is excited to keep building stronger collaborations with brands, deepen partnerships, and deliver even bigger wins together!” As Canada looks ahead to a historic period of global sporting and cultural moments, the conversations throughout the morning reinforced a shared belief: the biggest opportunities happen when brands show up where people are already talking. X is proud to partner with Canada's leading marketers as they prepare for what's next. Thank you to every leader who joined — this is just the beginning!