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Hey folks! Gavin Roth here with another episode of the Influencers of Sponsorship Marketing. In this episode, I’m joined by Chris Shewfelt, a longtime leader at MLSE who has spent 25 years helping shape the sports business in Toronto and across Canada. Chris takes us through an incredible career journey — from starting out as an intern to becoming a senior executive overseeing both Toronto FC and the Argos. Along the way, we talk about the lessons that shaped his leadership style, particularly the importance of adaptability, curiosity, and building strong relationships. A major focus of our conversation is the 2026 FIFA World Cup and what it took to bring the tournament to Toronto. Chris shares some fascinating behind-the-scenes perspectives on working with FIFA, the City of Toronto, and a wide range of partners to deliver an event of this scale. We also talk about the fan experience, including Fan Fest, and how the World Cup created an opportunity to showcase Toronto’s diversity and energy to the world. We dig into Toronto FC’s decision to become an official World Cup partner, how the club leveraged its players and fan base, and some of the most memorable moments from the tournament. Looking beyond the World Cup, Chris and I discuss the tremendous potential for soccer in Canada, the challenges around media and visibility, and what needs to happen to keep that momentum going. And finally, Chris shares some great advice for anyone looking to build a career in sports — including why curiosity, listening, and being willing to embrace the demanding lifestyle of the industry are so important. It’s an inspiring and insightful conversation about leadership, the business of sports, the World Cup, and where Canadian soccer goes from here. I hope you enjoy! And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Spotify, Apple, YouTube, Soundcloud…or check out rothrevenue.com

Hey folks, Gavin Roth here with another episode of The Influencers of Sponsorship Marketing. This is my series on the 2026 FIFA World Cup, and today’s episode features a fascinating conversation with Leanne Bernardo, President and General Manager of SALT, one of Canada’s leading marketing agencies. SALT was launched in 2020 by a team of industry veterans, including Leanne and Jeff Rogers. What makes the story particularly interesting is that the agency launched just as the pandemic hit. Instead of slowing down, SALT adapted, expanding from experiential into content, media and digital, and building a business around relationships, trust, and an unusually strong focus on people and culture. Leanne also takes us through her own career journey, which has crossed brands, media, sports properties, and agencies. She talks openly about the mentors who shaped her thinking and shares some great lessons about leadership, business discipline, and knowing when to say no. We also dig into one of the biggest moments of her career, the 2010 Vancouver Olympics, where she helped develop innovative ways to bring the Games to Canadian audiences beyond traditional broadcasting. And of course, we talk about the FIFA World Cup and SALT’s work with major brands including Adidas, Coca-Cola, and Sport Chek, from large-scale fan experiences to activations in communities across Canada. Finally, Leanne looks ahead: how SALT can turn the World Cup momentum into long-term growth, why the U.S. is an important next step, and how Canada can continue building momentum around soccer and women’s sports. Inspiring and insightful, it’s a conversation about experiential marketing, leadership, relationships, and building business through change. And I think there are lessons in here for anyone working in marketing, sponsorship, or business today. I hope you enjoy. And for more episodes of The Influencers of Sponsorship Marketing, visit YouTube, Spotify, Apple, SoundCloud, follow me on LinkedIn, or visit rothrevenue.com.

Hey folks! Gavin Roth here with another episode of the *Influencers of Sponsorship Marketing*. I’m back with my FIFA World Cup 2026 series, and this time I’m joined by Greg Dermer, Director of Brand Marketing at OLG — and someone who has helped guide one of Ontario’s most recognizable brands through a period of significant change. Greg brings a fascinating perspective to the conversation. During his 10 years with OLG, he has progressed from managing individual product brands to leading the organization’s broader brand-marketing efforts. We talk about the legalization and rapid growth of Ontario’s regulated gaming market, and what happened when major global competitors entered the province with enormous media budgets and celebrity endorsements. Greg explains how OLG needed to find a different and authentic way to stand out in an increasingly competitive marketplace. Perhaps the most interesting part of our conversation is how OLG leaned into something its competitors simply couldn’t replicate: the fact that its profits are reinvested into communities across Ontario. Greg also gives us an inside look at OLG’s FIFA World Cup 2026 Toronto Host City partnership and why it was about much more than placing a logo on an event. He explains how OLG used the tournament to demonstrate its community impact by investing in soccer infrastructure and coach development while finding creative ways to connect with fans. We talk about the Beautiful Game scratch ticket, a Guinness World Record human foosball event, multilingual content, FIFA Fan Festival activations and one particularly memorable campaign inspired by one of soccer’s most recognizable celebrations,'the shirt rip'. And finally, Greg shares some terrific insights about collaboration, the mentors who helped shape his career and why aspiring marketers should focus on where they invest their energy, the relationships they build and the experiences they gain — rather than concentrating only on their next job title. It’s an inspiring and insightful conversation about brand building, sponsorship, creativity, leadership and career development. I hope you enjoy! And for more episodes of the *Influencers of Sponsorship Marketing*, follow me on LinkedIn, listen on Spotify, Apple Podcasts or SoundCloud, or visit [rothrevenue.com](http://rothrevenue.com/).

Hey folks! Gavin Roth here with another episode of the Influencers of Sponsorship Marketing. I’m joined by Sharon Bollenbach, Executive Director of the FIFA World Cup 2026 Toronto Secretariat — and someone who found herself at the centre of one of the biggest sporting events ever hosted in our city. Sharon brings a fascinating perspective to the conversation. After 16 years with Special Olympics Canada, including 10 years as CEO, she took on the challenge of leading Toronto’s World Cup Secretariat — coordinating a complex network of city divisions, MLSE, FIFA, community organizations, volunteers, and countless other partners. We talk about what it actually takes to organize an event of this magnitude, including the challenges of building a team, managing competing priorities, and making sure everyone has the information and resources they need to deliver. Sharon also gives us an inside look at the unique partnership between the City of Toronto and MLSE, and how a relatively small Secretariat team was able to bring together expertise from across the city and the broader community. But perhaps the most interesting part of our conversation is what happens beyond the tournament itself. Sharon explains Toronto’s five legacy pillars — from sport and economic development to human rights, sustainability, and tourism — and how community voices helped shape projects designed to deliver benefits long after the World Cup was over. We also talk about the Fan Festival at Fort York, the incredible volunteer response, and the moments that made the tournament so emotional and memorable for Sharon personally. And finally, Sharon shares some terrific career advice about hard work, teamwork, embracing change, and why leadership isn’t limited to people with a title. It’s an inspiring and insightful conversation about leadership, community, and what it takes to bring an entire city together around a once-in-a-generation sporting event. I hope you enjoy! And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Spotify, Apple, Soundcloud…or check out rothrevenue.com

Hey folks… Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, I received a surprise LinkedIn message a couple months ago. It was from Monique Giroux, former head of sponsorship for CIBC and an inductee into the SMCC sponsorship hall of fame. I'd lost touch with Monique over the past few years. I knew she had stepped away from the industry and was vaguely aware she had travelled the world and wrote a book. I had asked Monique to be on my podcast after her hall of fame induction in 2020, but she politely declined. So it was a wonderful surprise to hear from her … and even better when she said she was teaching sponsorship and event marketing at laurentian university and using my podcast as course content. She also expressed an interest in coming on the show, and I couldn't have been more flattered. So here's my chat with Monique - a look back at her career, the partnerships she worked on… including CIBC Run for the Cure and CIBC’s Pan Am Games partnership... her inspiring current chapter, and wonderful professional development advice. I hope you enjoy. And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com #sportsbiz #mentorship #sponsorshipmarketing #professionaldevelopment

Every aspect of Christina Litz’s career had prepared her for a call she received from Diana Matheson. Diana – a Canadian soccer legend – knew there was nobody better to help bring her vision of a professional domestic women’s league to life. That vision officially manifested on the pitch on April 16th at BC Place in Vancouver. While the home squad prevailed 1-nil over Calgary Wild FC, that was likely secondary to the culmination of years of planning to launch this vital league. In this episode, you’ll hear about Christina’s incredible path from Lawyer to media exec to sports business leader. How you prep for the launch of a new league - a league that will provide a pathway and a north star for so many girls in this country. From the sport development and player signing side to broadcast and content to marketing. Their mission statement: To become a top 5 league in the world. The story of Farkhunda Muhtaj and her incredible journey from Afghanistan to becoming the first player signed by Calgary Wild FC. The importance of gathering best practices from other women’s sports properties, including Angel City FC. The value of corporate partnerships – including Canadian Tire and the power they have in the women’s sports ecosystem. And some wonderful mentorship stories and professional development advice. Insightful and inspiring. I hope you enjoy. And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com. #sportsbiz #mentorship #sponsorshipmarketing #professionaldevelopment #corporatepartnerships #womeninsports

Hey folks, Gavin Roth here with another episode of the Influencers of Sponsorship Marketing My featured guest is Pierre Arsenault, CEO of U SPORTS. The U SPORTS brand was unveiled on October 20th, 2016, to recognize more than 118 years of history. The organization’s goal is to give student-athletes and national championships the visibility, appreciation and reward they deserve. After an exhaustive search, the board hired Pierre in 2022 to lead the organization. After spending an hour with Pierre, you get the sense they found the right leader. If Pierre chooses to release a memoir about his career in the business of University athletics, my recommended title is: Embrace the Hussle. In this episode, you’ll hear Pierre convey that message along with his mandate and what excites him about the future of university athletics in this country. We also discuss his career journey, his mentors, a few important partnerships and some wonderful professional development advice. Insightful and inspiring. I hope you enjoy. And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com #sportsbiz #mentorship #sponsorshipmarketing #professionaldevelopment #corporatepartnerships #studentathletes

Hey folks, Gavin Roth here with another episode of the influencers of sponsorship marketing It’s been about a year since my last episode. Let’s just say, work life has gotten in the way of my passion projects. But thrilled to say I’ve been asked by a number of industry friends when I’ll be releasing new episodes. So here we go. My first guest of the new season is Kathy Henderson of Hockey Canada. If Kathy Henderson were a hockey player, she’d likely be a one of those smart, reliable centres… plays a 200-foot game, back-checks, gets teammates involved…great in the locker room and in the community. You know the type. That’s the vibe I got after spending an hour chatting with her. In September 2023, the devoted hockey mom and high-level sports exec became the first female president and CEO in Hockey Canada’s history. Since then, Kathy has thoughtfully worked with the vast network of stakeholders guiding our treasured game to chart a new course that will ensure hockey becomes more inclusive and safer for all participants at all levels. We discussed Kathy’s career journey and how she pivoted from CPG exec to sports business exec Her mentors and views on mentorship Her mandate at Hockey Canada – much of it summarized in the recently released paper entitled BUILDING THE FUTURE OF WOMEN’S AND GIRLS’ HOCKEY We discuss some of her favourite partnerships And she gives fantastic professional development advice. Insightful and inspiring. I left with a sense that hockey is in great hands. I hope you enjoy. And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com

Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, sponsored by Homestand Sports – authentically connecting iGaming brands with sports fans wherever they are. For more, visit homestandsports.com. I love talking to athletes. Especially the successful ones. And no, not in a creepy fan-boy way. When you spend time with elite athletes, you can’t help but notice what made them that way – their passion, tenacity, drive, competitiveness, work ethic, self-awareness. Mike Morreale – former CFL star and current Commissioner of the CEBL – checks all those boxes. We caught up just after Labour Day, 3 weeks after the culmination of the CEBL’s 2023 campaign – their most successful to date with expansion to 10 teams and a new broadcast deal with TSN. It was also a few days after the CFL Labour Day Classic between the Argos and Ticats. You see… Mike played (and starred) in his share of Labour Day Classics. He actually suited up for both his hometown Tiger-Cats AND their fierce rivals down the QEW. But this year, he had his feet up at home and enjoyed it on the tube. We talk about his days in the CFL where he won 2 Grey Cups and numerous awards. How being a goalkeeper in soccer prepared him for a 12-year career as a receiver in the league. And how his CFL experiences (both as a player and with the CFLPA) set the foundation for his current role running Canada’s only professional basketball league. Mike shines a light on Richard Petko and Ron Foxcroft – 2 men whose belief and support helped Mike build a successful second career. He takes us into a week in the life of a pro sports commissioner. On the corporate partnership front, we discuss how Mike and his colleagues had to sell a vision to brands before the first basket was scored. And the partnerships that have been - and will be - so instrumental to the league’s success. Including a new one with Canadian data insights firm, StellarAlgo that will help the CEBL engage their fans and partners in a more strategic and effective way. And we wrap with great professional development advice centred around self-awareness and relationships. You’ll leave informed and inspired. I hope you enjoy. And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com

Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, sponsored by Homestand Sports – authentically connecting iGaming brands with sports fans wherever they are. For more, visit homestandsports.com. For this episode, we head across the pond to Italy. More specifically, to beautiful Turin. And even more specifically, to the headquarters of iconic Juventus FC. I caught up with their Chief Marketing & Communications Officer, Mike Armstrong – good Canadian lad who was recruited by the organization 2 years ago. Mike’s career path is super impressive with marketing and strategy roles at leading brands like Kraft, Anhauser-Busch InBev, CBC, Google, and OverActive Media Group. We cover lots of ground in our chat, including his career path, what motivated it and some of the highlights along the way. We spoke about some of the folks who mentored, supported him, and what led to the incredible new opportunity with Juventus and how that decision was made. Mike discussed working in a new culture, learning a new language. We lean in on his mandate at Juventus and how attracting fans to football today differs from previous eras. On that note, Mike shares insights into the newly developed Juventus Creative Lab and some of the cool content coming out of it. He also speaks about some of the innovative new content ventures that have caught his eye – including the work Dan Porter is doing at Overtime, and Julie Urhman at Angel City FC. Plus partnerships he’s noticed with fellow European football giants PSG and FC Barcelona. And we wrap with terrific professional development advice. You’ll leave informed and inspired. I hope you enjoy! And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com

Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, sponsored by The Programme, your guide to finding and watching women's sports online and on television. Subscribe to the weekly newsletter at https://theprogramme.substack.com/ Unless you were living under a rock over the past couple of months, you are aware that the WNBA invaded Toronto in May. What you may not have known is the origin story of how that event came to be. We have Leah MacNab’s son to thank in part. Leah shares that story and so much more in this fascinating and wide-ranging chat. We cover how Leah landed a role with the NBA and has worked her way up from coordinator to Senior Vice President & Managing Director. Including an amazing story of what inspired her to pursue a job at the NBA and how she wore down Dan MacKenzie until he eventually hired her. A deep dive into her role and what excites her about the future Her mentors… with a shoutout to … Dan MacKenzie, Stacey Allaster, Cheri Bradish, and her team. Lessons learned in her current role, with a focus on Leah’s growth as a people manager and how that was put to the test during the pandemic. Insights into some of the NBA Canada campaigns, events and partnerships – such as: - The NBA 75th anniversary marketing campaign - NBA Creators presented by Microsoft, shining a light on BIPOC creators - Insights into how and why partners got behind the WNBA game – including Tangerine, DoorDash, Air Canada, Sport Chek & Canada Goose We discuss Canadian Tire’s bold pledge to increase their investment in women’s sport. Plus, the state of women’s sports and how corporate partners are helping build the future we want to see. And we wrap with wonderful professional development advice, including the value of surrounding yourself with diversity of background and of opinion. Leah is dogged, thoughtful, self-aware, humble and very impressive. I particularly love how she prepares for opportunities – whether a new role or a new event. You’ll leave informed and inspired. I hope you enjoy. And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com

Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, sponsored by The Programme, your guide to finding and watching women's sports online and on television. Subscribe to the weekly newsletter at https://theprogramme.substack.com/ Spend a few minutes in Alyson Walker’s orbit and you can’t help but be impressed. If I were to distill her many hallmarks down, I’d say Drive, Tenacity, Courage and Smarts. So it should come as no surprise that she has ascended to the Chief Commercial Officer seat at one of the gaming industries most dynamic organizations. Her journey has been full of cool twists and turns, including a stint in the travel sector, and stops at CHUM, the 2010 Olympic Media Consortium, the COC and MLSE. We were colleagues on the 2010 games where I often relied on Alyson to help sell through digital content integration opportunities to the likes of Bell, McDonald’s, GM, Purolator and more. We cover lots of ground in our chat, including: How Alyson landed a role with the 2010 Olympic Media Consortium and how she was part of a dynamic team that drove innovation in digital content and sponsor integration. Her mentors – shoutout to Chris Overholt, Maryann Turke and Stacey Allaster (great story btw of how she pursued Stacey for mentorship). Deep dive into her move to OverActive, her mandate and the opportunity to grow and learn around IPOs and new venues. Insights into some of their partnerships with the likes of Bell, Red Bull and TD. What excites Alyson about the future, including emergence of women in the esports world and industry consolidation. We even touch on her days playing Ultimate Frisbee at the highest levels (trust me… google her) and how she was able to blend elite athleticism with her natural leadership skills. And talks of maybe coming out of retirement for a final run? Plus her role with WISE – a group aiming to help women in the sport and event sector reach the senior executive ranks. And a masterclass on professional development, including the importance of storytelling and how women should stop saying “sorry” in the workplace. You’ll leave informed and inspired. I hope you enjoy! And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com

Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, sponsored by The Programme, your guide to finding and watching women's sports online and on television. Subscribe to the weekly newsletter at https://theprogramme.substack.com/ Adam Mitchell is the kind of person who swings into action when he isn’t happy about something. He resented the fact that over $100b was spent on sponsorship globally without a reliable common currency. That’s what inspired him and his colleagues to start SponsorPulse. Adam’s journey included stops at Labatt, Kraft the CBC – all preparing him for the role he’s in today as CEO of a leading consumer insights firm Accordingly, this episode is loaded with insights and perspectives: The importance of blending gut instincts with supporting data and insights. How consumer data - determining what consumers care about - is the great equalizer. How data supports the strength of the national women’s soccer team. A unique view on how to structure long-term partnership deals. How properties are adopting a deeper commitment to insights-driven selling. The risk of value banks. And, how cause properties deliver exceptional brand impact and ROI to their partners. Adam shares trends that are catching his eye and great professional development advice around personal values. And the perils of spending too much time on LinkedIn. You’ll leave informed and inspired. I hope you enjoy! And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com

Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, sponsored by The Programme, your guide to finding and watching women's sports online and on television. Subscribe to the weekly newsletter at https://theprogramme.substack.com/ If you want to get Brent Barootes going, ask his opinion on Toronto being the quote unquote centre of the universe. And ask him to talk sponsorship marketing. Brent is an author, a sought-after speaker and one of the top sponsorship thought leaders in the country. We’ve been threatening to do an episode together for while and the stars finally aligned. We discuss his cross-country career journey – including stints in the hospitality sector, salmon farms, nightclubs and radio stations. We focus on his time selling sponsorships on the Calgary Flames radio broadcasts, where he helped charities and other groups promote their brands. During that time, Brent noticed a gap in the market and started the Partnership Group. Brent mentions the people that inspired him along the way – including a cool story about one early adversary who became a mentor and friend. Insights into some of the partnerships Brent has been involved, with a focus on municipality naming rights success stories in small towns like Summerside, PEI, and Morinville, Alberta. Brent shines a light on the new Jumpstart partnership with Clareview Rec Centre in Edmonton. He then shares insights into sponsorship marketing trends – including: The rise of purpose-driven partnerships, the way brands and properties band together in times of economic uncertainty, the intersection between technology and data, and an example of how data and technology can be applied to help charities like Crohn’s & Colitis and the MS Society fundraise and target partners. We wrap with awesome professional development advice. And his answer started with a question… a deep, philosophical question. You’ll leave informed and inspired. I hope you enjoy. And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com

Gavin Roth here with another episode of the Influencers of Sponsorship Marketing (https://rothrevenue.com/), sponsored by The Programme, your guide to finding and watching women's sports online and on television. Subscribe to the weekly newsletter at https://theprogramme.substack.com/. As we celebrate International Women’s Day on March 8th, it’s hard to think of a more appropriate guest than Nathalie Cook – a leader in the sports marketing space and a driving force in the movement for gender equality and investment in women’s sports. What a career… with stops at IMG, the Special Olympics, the 2010 and 2012 Olympic Media Consortium, Bell Media – where she became the first female VP and TSN - President at Cimoroni & Co., Chair of Canadian Women & Sport. She even has an award named after her - The Nathalie Cook Canadian Women & Sport Disruptor Award. I’m proud to call her a friend and former colleague and it was great to chat with her. We discussed her career journey; the people who inspired her along the way – very telling answer to this question. She gives insights into some of the sport partnerships she has been involved with. We dive into the work Nathalie is doing with Canadian Women & Sport | Femmes et sport au Canada and Project 8 Sports Inc. around investing in women’s sports and the development of Canada’s first professional soccer league. Nathalie then shines a light on other female leaders in sports and business. What a cool list of names. Many the next gen of leaders in this country. And we wrap with awesome professional development advice – so succinctly summed up in one word… I’ll let you listen to find out what that word is. You’ll leave inspired. I hope you enjoy! And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com