Most conferences talk about ideas.
This one shows how ideas actually become experiences.
Over three immersive days, participants will explore the full lifecycle of brand activation, from strategic insight and creative development to real-world fan engagement.
Hosted alongside one of the largest global soccer celebrations, the city becomes the classroom.
You won’t just hear about activations.
You’ll study them, test them, and experience them in real time.
Operators, creators, and builders working where sponsorship meets the real world.
Activation Lab brings together delegates from global markets who are responsible for turning strategy into a lived fan experience.
This is not a conceptual audience. These are people judged by what shows up on-site, on-screen, and in culture.
PARTNERS
Position your brand as a leader in activation strategy and execution. Connect with decision-makers responsible for fan engagement, brand storytelling, and experiential marketing while showcasing your expertise in bringing ideas to life.
DELEGATES
If you’re responsible for planning, producing, or optimizing brand activations, this is where you belong. Learn how leading teams move from insight to execution and gain practical strategies you can apply to your next major event.
SPEAKERS
Join the industry’s most creative minds and experienced operators as they share how standout activations are started, built, and amplified — from the earliest idea to the final fan experience.
Learning that translates directly to execution.
clear frameworks for how leading teams move from concept to build
what truly moves audiences, and how to design experiences around it.
ideas designed to stand out during major events
lessons from professionals managing activations on the ground
Activation Lab takes place during one of the world’s largest global celebrations.
Throughout the week, Vancouver becomes a living case study for brand activation — from fan environments and sponsor installations to live content and experiential storytelling.
Participants will explore activations, environments, and fan engagement strategies in real time.
For Activation Lab, Rolla Skate Club will serve as our home base, where sessions, discussions, and working moments take place in a setting designed for energy and interaction.
Located at 2901 E Hastings St, Vancouver, BC, the venue sits directly beside the PNE Grounds and within walking distance of the FIFA Fan Festival.
But the Activation Lab doesn’t live in a single space.
Throughout the conference, Activation Lab will extend across Vancouver, with select moments taking place in and around the city’s fan environments. From on-site exploration to live activation analysis, delegates will experience how brands show up in real time during one of the world’s largest sporting moments.
Rolla Skate Club
We do not have an official hotel block for Activation Lab in Vancouver. However, we’ve curated a few recommended options based on proximity and experience:
Need support? Contact guestservices@sponsorshipx.com
Seaside Hotel
130-125 Victory Ship Way
North Vancouver, BC
V7L 0G5
Located in North Vancouver with easy access to the city. Guests can use code SPX26 when booking. Select “Rate Access/Corporate Code” in the code type dropdown to apply the discount.
Atrium Hotel
2889 E Hastings St
Vancouver, BC
V5K 2A1Conveniently located adjacent to the PNE Grounds, making it a strong option for proximity to the event.
Airbnb
Various locationsThere are a wide range of Airbnb options across Vancouver, particularly in East Vancouver and North Vancouver, offering flexibility depending on your preferences.
This day is designed to give you the knowledge and frameworks needed to plan, optimize, and execute activations that truly resonate.
Registration Open
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for a full day of testing, learning, and discovery.
Pre-Event Networking & Futsal Competition
Bring your runners and join us at Rolla Skate Club for a unique networking experience that combines meaningful connections with futsal games and skills activities. Whether you’re showing off your footwork or simply joining the fun, this energetic session is designed to bring delegates together in a relaxed and interactive setting.
Welcome Lunch
Fuel up before the action begins! Enjoy a delicious meal while making new connections, catching up with colleagues, and setting your sights on a successful conference experience.
From Hypothesis to Highlights
Every great fan experience starts with a need. A need to solve a marketing challenge, a need to break through, a need to engage consumers. A need to activate and amplify your sponsorships. What if we built a lab to tackle those problems where you could pose, develop and test your hypothesis? What would that lab look like, sound like, and be like?
Building a World Cup City
As Vancouver welcomes the FIFA World Cup 26™, the opportunity extends far beyond the matches themselves. In this candid conversation with the FIFA World Cup 26 Vancouver™ Host Committee Lead, we’ll explore what it takes to bring the world’s biggest sporting event to a city and what that investment means for residents, businesses, partners, and the broader community. From the unique governance model that sees Vancouver operating as one of only two government-led host cities, to the realities of delivering an event of this scale, we’ll discuss the benefits, challenges, and long-term impact of hosting. We’ll also examine how FIFA’s sponsorship structure works at the local level, and how the host committee is leveraging the tournament to create meaningful legacy opportunities that will continue to benefit Vancouver long after the final whistle.
Canada Soccer: The Road to 2026 and Beyond
Canada Soccer is entering a defining era in its history. With the FIFA World Cup ahead, this session reflects on the journey that has brought the organization to this moment and the opportunities that lie ahead. As the governing body of the largest participatory and fastest growing sport in Canada, Canada Soccer has supported the game’s growth from grassroots to the global stage, with nearly one million registered participants across 1,200 clubs in 13 provincial and territorial member associations. This conversation explores that journey while also examining how the FIFA World Cup 2026™ is reshaping the sport’s landscape in Canada. As visibility and interest continue to grow, so too do partner engagement, commercial activity, and a more intentional focus on activation, transforming how brands show up around the game. From Canada Soccer House to immersive fan experiences that blend sport, culture, music, and entertainment, a clear shift is underway toward deeper, more meaningful engagement with Canadian fans. Join us for a look at how Canada Soccer got here, and where it is headed next.
From Insight to Activation: Turning Data into Strategy
In today’s sports sponsorship landscape, across both grassroots and professional properties, the difference between a good activation and a great one often comes down to insight. This session explores how data and audience understanding can move beyond reporting and into real strategic decision-making that elevates engagement and ROI. From fan behaviour at the grassroots level to scaled pro-sport environments, examine how insights can be translated into more targeted, relevant, and meaningful activations. Leave with a clearer understanding of how to connect insight to execution, and ultimately, how to build sponsorship activations that are not just seen, but leave a lasting impression.
Fandoms Over Funnels
Inside fandoms, brands don’t just reach people. They mean something to them.
That’s the difference between being seen and being chosen, and most brands are still chasing the wrong one. We’re in an era where marketing is louder than ever and trusted less than ever. Audiences scroll past, skip through, and block out the noise. What they don’t ignore is the thing they love.
Fandoms are not demographics. They’re not target segments. They’re active communities where identity is built, habits are formed, and decisions are made long before anyone walks into a store or opens an app. People don’t rally around logos. They gather around shared values, rituals, and passions.
This session is about what it takes for a brand to belong inside a fandom rather than interrupt one, and why that shift is the most important move brands can make right now.
The Activation Landscape: Key Trends and Opportunities
Join us for an interactive, discussion-driven session exploring the trends, shifts, and opportunities shaping today’s activation landscape. This session will explore how engagement is being redefined and how experiences are being brought to life in innovative and impactful ways. Expect dynamic conversation, peer-to-peer idea sharing, and bold, actionable insights that will spark new thinking and elevate your next activation. Meet the speakers who will drive the conversation forward:
Jacie deHoop – From Campaigns to Community: How Brands Earn Female Fans
Carling Jackson – The Art of Engagement: Turning Creativity into Cultural and Social Change
Austin Nunn – The Convergence of Sport, Lifestyle, and Brand Activation
Betsy Cooper – Fueling Fandom Through Media, Communications & Creator Culture
Fred Gharagozloo – Gamifying Engagement
Maggie Ellison – Beyond the Venue: How Brands Are Meeting Fans Where They Live, Play & Engage
First to the Pitch: How BMO Became a Soccer Bank
BMO has been in the soccer game for more than 20 years. Long before kits were fashion, before Canada’s return to the World Cup in 2022 and 2026, and before most North American brands were paying attention. Join us for a session that explores how BMO turned that early commitment into something bigger than campaigns. From partnerships with global stars to a major presence at the 2023 Women’s World Cup, to growing its footprint in the U.S. through marquee sponsorships and stadium naming rights, BMO hasn’t just invested in soccer, it’s become endemic to it. The brand has built a connected system that puts it at the center of the sport’s growth and fandom. This is a look at what happens when you commit early, stay consistent, and build something that lasts.
Team Dinner Hosted by the PNE
Join us for a team dinner hosted by PNE! Swap stories, celebrate the day’s wins, and connect over delicious bites, drinks, and great company.
This day is designed to show you how creative strategy, content, and activation design capture attention, spark engagement, and leave a lasting impact on fans.
Registration
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for a full day of testing, learning, and discovery.
Breakfast
Grab a bite, sip your coffee, and start the day connecting with fellow attendees.
Fan First: Bringing the FIFA World Cup 26™ Experience to Life
The FIFA World Cup 26™ is more than a tournament; it’s a global cultural moment that unfolds across months, markets, and millions of fan touchpoints. In this dynamic panel, learn how the FIFA World Cup 2026 Vancouver™ Host Committee and leading tournament sponsors have built excitement ahead of the competition while delivering unforgettable fan experiences throughout the event. From live activations and digital engagement to creative storytelling, this conversation will explore how organizations are showing up at every stage of the fan journey, leveraging the world’s biggest sporting stage to drive lasting impact.
The New Activation Playbook: Creativity, Connection & Customer Value
The future of sponsorship belongs to brands that create value beyond visibility. Join us for an inside look at how Scotiabank is redefining its sponsorship strategy, evolving from community-focused brand building to a more customer-centric approach powered by perks, exclusive access, and unforgettable experiences. Brought to life through real-world case studies across sports and entertainment partnerships in both domestic and international markets, this session will unpack how Scotiabank is pushing creative boundaries in activation design, turning bold ideas into measurable business impact, while building deeper, more emotional connections with consumers. From optimizing it’s long term, marque partnerships globally to designing more personalized benefits, discover how sponsorship is being reimagined as a powerful tool for engagement, relevance, and long-term customer value.
Creating Content for the Modern Sports Audience
The modern sports fan doesn’t follow sport in one place, at one time, or through one voice. Join The Nation Network as they break down how to creatively engage today’s fan around the FIFA World Cup through a digital-first, fan-driven lens. From live shows and watch parties to digital activations, discover how to build a connected ecosystem that meets fans where they are, and moves with them in real time. Leave equipped with insights on designing creative, experience-led engagement that mirrors how audiences actually consume, share, and connect with sport today. Built by fans, for fans, The Nation Network’s approach offers a proven blueprint for earning trust, cutting through the noise, and reaching younger audiences who demand authenticity.
The Activation Landscape: Key Trends and Opportunities
Join us for an interactive, discussion-driven session exploring the trends, shifts, and opportunities shaping today’s activation landscape. This session will explore how engagement is being redefined and how experiences are being brought to life in innovative and impactful ways. Expect dynamic conversation, peer-to-peer idea sharing, and bold, actionable insights that will spark new thinking and elevate your next activation. Meet the speakers who will drive the conversation forward:
Carling Jackson – The Art of Engagement: Turning Creativity into Cultural and Social Change
Austin Nunn – The Convergence of Sport, Lifestyle, and Brand Activation
Betsy Cooper – Fueling Fandom Through Media, Communications & Creator Culture
Anoop Aulakh – Creating Immersive Experiences that People Remember
Fred Gharagozloo – Gamifying Engagement
Maggie Ellison – Beyond the Venue: How Brands Are Meeting Fans Where They Live, Play & Engage
Networking Lunch Reception
Refuel with a delicious lunch. Take a break, enjoy great food, and get energized for the live SponsorshipX Soccer Tournament draw, where teams and matchups will be unveiled and the excitement of friendly competition (and bragging rights) kicks off.
The Intersection of Access and Community
When two of British Columbia’s most iconic brands come together, something powerful happens at the intersection of access and community. While the PNE and BCLC come from very different worlds, they are united by a shared belief: that meaningful experiences have the power to bring people together. Join us as we explore how this partnership reimagines activation as a catalyst for human connection. Through initiatives like the BCLC Community Ticketing Program and the new BCLC Backyard at the PNE, access is being transformed into something deeper. At a time when social isolation and disconnection are on the rise across the province, this space has become more than a venue; it has become a platform for inclusion, shared joy, and genuine belonging.
FIFA Fan Festival™ Vancouver Activation Tour
Experience a hands-on, curated tour where you’ll dive into top activations and see how leading brands engage fans in real time. Get up close, explore the strategies behind each activation, and uncover what makes them successful and impactful.
Shuttle Bus to the Boat Cruise
Please arrive at the Rolla Skate Club to catch a ride to the Dinner Cruise Brought to You by The Nation Network. It is strictly important that you are at the bus by 5:00pm for departure.
Dinner Cruise Brought to You by The Nation Network
Set sail for an unforgettable evening aboard a private dinner cruise hosted by The Nation Network. Enjoy cocktails, waterfront dining, and meaningful conversations with fellow industry leaders as we cruise into the night. This exclusive experience offers the perfect setting to deepen connections, exchange ideas, and unwind together during an elevated evening on the water.
From live fan environments to activation analysis, this day is all about turning participants into passionate advocates and understanding what truly moves audiences.
Registration
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for a full day of testing, learning, and discovery.
Breakfast
Grab a bite, sip your coffee, and start the day connecting with fellow attendees.
The Activation Landscape: Key Trends and Opportunities
Join us for an interactive, discussion-driven session exploring the trends, shifts, and opportunities shaping today’s activation landscape. This session will explore how engagement is being redefined and how experiences are being brought to life in innovative and impactful ways. Expect dynamic conversation, peer-to-peer idea sharing, and bold, actionable insights that will spark new thinking and elevate your next activation. Meet the speakers who will drive the conversation forward:
Austin Nunn – The Convergence of Sport, Lifestyle, and Brand Activation
Betsy Cooper – Fueling Fandom Through Media, Communications & Creator Culture
Fred Gharagozloo – Gamifying Engagement
Maggie Ellison – Beyond the Venue: How Brands Are Meeting Fans Where They Live, Play & Engage
Alicia Taggio – From Fan Engagement to Fan Intelligence
Building Experiences People Actually Care About
Fans are no longer just spectators; they participate, co-create, and help shape experiences that reflect what matters most to them. This session brings together leaders across sport, entertainment, and lifestyle to explore how organizations are building more immersive, connected, and emotionally resonant experiences that people actually care about. Leave equipped with actionable strategies to deepen fan engagement today, and a forward-looking view of where it is headed next.
From Spectators to Participants: Using Technology to Transform the Live Fan Experience
Today’s fans expect more than a seat in the crowd; they want to interact, participate, play, and belong. In this highly interactive workshop, Tradable Bits will explore how technology can transform passive audiences into active participants throughout the live event experience. Through hands-on exercises, attendees will dive into the growing role of gamification, AR experiences, loyalty programs, mobile engagement, and in-venue activations in creating deeper fan connections inside stadiums, arenas, and festival grounds. Participants will leave with practical ideas, creative inspiration, and actionable strategies to break down the barrier between the fan and the screen, transforming live events into more engaging, interactive, and truly unforgettable shared experiences.
Journey Mapping: How to Design Memorable Fan Experiences
Every great fan experience is the result of hundreds of intentional decisions. From the first moment a fan discovers an activation to the memories they share long after it’s over, every touchpoint matters. In this hands-on, interactive workshop, explore the full fan journey, from discovery to post-event engagement, and learn how to design seamless, unforgettable experiences that turn every interaction into a lasting memory.
Designed to Be Shared: The New Era of Event Activation
The best activations today don’t end at the event; they begin there. As brands compete for attention in increasingly crowded social feeds, one of the most valuable assets an activation can produce isn’t a booth, experience, or giveaway – it’s content.
This session explores how leading brands are rethinking onsite activation through a social-first lens, designing experiences that generate compelling content for fans, creators, athletes, and brand channels during and long after the event. Brought to life through two real-life case studies, you’ll learn how to maximize athlete partnerships, capture more authentic moments, and transform live experiences into content engines that extend reach, engagement, and ROI well beyond traditional event execution.
Final Remarks & What’s Ahead
Join us as we wrap up the Activation Lab by spotlighting standout moments and unveiling what’s coming next. While the presentations conclude, the fun continues!
Transition Time
The Last Mile: Match Day Fan Experience
Step into the ultimate matchday journey! Beginning at Main Street–Science World SkyTrain station, your fan experience winds along the scenic False Creek waterfront all the way to BC Place Vancouver. Along the way, you’ll be fully immersed in sights, sounds, and surprises that bring the excitement of game day to life.
Transition Time
Watch the FIFA World Cup 2026™ Live Match Broadcast (Canada vs. Qatar)
Join us for an energetic, interactive viewing party as Canada takes on Qatar! Cheer, react, and discuss the action live on the big screen with fellow fans. Show your team spirit, wear your country colors, and celebrate every moment together!
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Forum Pass
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Day Pass
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$1,999CAD
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$999CAD
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full forum access
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June 16, 17 or 18
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Full Price: $1,999 CAD
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Full Price: $999 CAD
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| Content Sessions | ✓ | Selected Day |
| Welcome Reception (Jun 16) | ✓ | June 16 only |
| Breakfast (Jun 16, 17, 18) | ✓ | Selected Day |
| Lunch (Jun 16, 17, 18) | ✓ | Selected Day |
| Dinner (Jun 17) | ✓ | June 17 only |
| Soccer (Jun 16) | ✓ | June 16 only |
| FIFA Watch Party (Jun 18) | ✓ | June 18 only |
| Event App | ✓ | ✓ |
| Attendee List | ✓ | ✓ |
| App Messaging | ✓ | ✓ |
| Schedule Builder | ✓ | ✓ |
| Content E-Book | ✓ | ✓ |
Mix & Match or Have a Discount Code?
Create your custom package or apply your discount code
Alicia leads the global Customer Success strategy at Tradable Bits, focusing on maximizing customer value and building trusted relationships with Tradable Bits’ partners. She brings over two decades of marketing experience to her role as Director of customer success, with a key focus on helping partners generate industry-leading results with their fan marketing. Since joining Tradable Bits in 2019, Alicia has played a pivotal role in operationalizing and scaling customer support, customer success and professional service offerings. Her expertise spans customer advocacy, retention, growth and change management. Always eager to test new ideas, Alicia thrives on innovation and leading a high-performing team.
Anoop is the founder of Vancouver Glambot® Experience, a company built on a simple insight: people want their A-lister moment, and when you give it to them, they share it. The Glambot® has powered campaigns for the NBA, Sports Illustrated, and Jeep. Vancouver Glambot® Experience brings that platform to events across Canada, including Invictus Games, generating personal, dynamic content fans actually want to post. Anoop believes the best brand activations feel less like marketing and more like the main event.
Austin is a sports and lifestyle marketer with more than 15 years of experience placing brands with world class events and athletes. A former NCAA Division I athlete, Austin has worked with sports properties and agencies such as the ATP World Tour, WTA, GMR Marketing, Creative Artists Agency, and many more. His experience includes managing athletes and events to build impactful partnerships with brands such as New Balance, Rolex, National Bank, Canada Goose, Arc’teryx and KSwiss among many others. Austin works tirelessly to connect interesting stories to exciting brands and throughout his career, he has focused on pairing the right personalities, platforms, and brands to build partnerships that resonate across audiences, markets, and cultures.
With more than 20 years of experience as a strategic communications expert, Betsy is the President of The Neighbourhood Agency and LBMG. Her extensive experience in the sports, food & beverage, travel, health and lifestyle communications realms has allowed her to create innovative and integrated media relations, influencer relations, social media, events and crisis communications strategies on both the agency and client side of the business. From beer to beauty, fashion to football, she utilizes her strong leadership and communication skills to collaborate honestly and openly with clients to ensure their programs meet and exceed all expectations. Over the years, she has had the opportunity to develop, oversee and execute programs and campaigns for clients such as Invictus Games, Sleeman Breweries, Coke Canada Bottling, Grouse Mountain Resort, Canada Snowboard, Labatt Breweries, Cervélo, Orangetheory Fitness, Tourism PEI, CBC and many others. Cooper has led integrated communications strategies and provided counsel to both national and multi-national corporations, and has won multiple awards for her work, including a Notable Award, CPRS ACE and PRestige Awards, and IABC OVATION Awards. She is currently co-chair of SMCC's Vancouver chapter.
Following career-ending injuries, Jackson transitioned from athlete to artist, channeling the emotion and resilience of sport into powerful portraiture. She has created over 350 commissioned works for professional athletes across 19 leagues and 28 countries, including Olympians, NBA players, NFL stars, and footballers such as Jonathan David and Emile Smith Rowe. Her artwork has been permanently installed in stadiums for the Toronto Raptors, Toronto Blue Jays, and Vancouver Whitecaps.
David is the Editor in Chief of The Nation Network and a co-host on the podcast Canucks Conversation.
Diana Brenchley is a senior marketing and brand partnerships leader at The Coca‑Cola Company, where she currently serves as Director, Marketing Activation for the FIFA World Cup 2026, based in Toronto. With more than 15 years of experience across sport, entertainment, and partnership‑driven marketing, Diana has held multiple leadership roles at Coca‑Cola overseeing national sponsorship strategy, asset partnerships, and large‑scale brand activations. Prior to joining the company, she held roles with BMO Financial Group, the Canadian Breast Cancer Foundation, and the Canadian Hockey League. Diana holds a Bachelor of Commerce in Marketing and International Business from the University of British Columbia.
Erin Mathany is a sport business executive with over 15 years of experience leading brand, marketing, and commercial rights strategy across national and international sport organizations. Named one of Canada’s “5 to Watch” in the sport industry, she has helped shape some of the country’s most influential sport properties through purpose-driven storytelling, integrated sponsorship programs, and results-focused campaigns. She currently leads brand and marketing for the FIFA World Cup 26 Vancouver Host Committee, shaping and executing the local strategy to engage fans, partners, and community while elevating Vancouver on the global stage and protecting FIFA and Host City brand assets. Previously, she held senior leadership roles with Vancouver Whitecaps FC, the Canadian Olympic Committee, and Canada Games Council, where she led brand development, digital growth, and high-value sponsorship strategy. Erin currently serves on the Board of Directors for BC Golf and mentors emerging professionals through the Canadian Olympic Committee’s Emerging Leaders Development Program. She holds an MBA from Wilfrid Laurier University and a Bachelor of Sport Management from Brock University, where she was recognized as a Distinguished Alumna and served on the University’s Board of Trustees.
Erin Zinser is senior vice president of AXS sponsorship sales and activation for the Global Partnerships division of AEG, the world’s leading sports and live entertainment company. Acting as an internal agency for AEG, Global Partnerships oversees worldwide sponsorship sales and activation for over 130 world-class platforms across five continents and numerous other assets, including venues, sports franchises, events, tours, festivals and digital content among other AEG holdings. In her role Zinser helps lead sponsorship sales and activation for AXS, AEG’s ticketing platform and manages a portfolio of revenue exceeding $25 million. She also works across the broader AEG Media ecosystem, helping to develop integrated partnership opportunities spanning ticketing, content, venues, sports teams, and media-related assets across AEG’s portfolio. Zinser reports to Nick Baker, President and COO of AEG Global Partnerships. Her responsibilities include driving sponsorship revenue across the AXS platform while continuing to lead activation for several of AEG’s largest global partner accounts. Additionally, she oversees a team responsible for sales and activation tied to the ticketing platform, developing customized programs designed to enhance the fan experience and create a more seamless branded user journey. Zinser’s current role reflects a continued evolution in leadership over 10+ years with AEG.
"Fred Gharagozloo is the Founder and CEO of CAN Elite Tech, a sports technology company focused on the development and integration of innovative sports equipment and digital platforms, with a particular specialization in soccer technology solutions. Combining a deep passion for technology, athletics, and business innovation, he has dedicated his career to advancing the way athletes, coaches, and organizations utilize technology to enhance performance, training efficiency, and player development. Under his leadership, CAN Elite Tech has become a recognized contributor to the growing sports technology sector, delivering solutions that bridge the gap between traditional training methods and modern data-driven performance systems. As an entrepreneur, business consultant, and sport-tech advisor, Fred works closely with sports organizations, academies, and clubs throughout the Greater Vancouver region. Through his expertise in sports technology equipment, facility development, branding, marketing, and strategic growth, he helps organizations modernize their operations and create sustainable pathways for expansion. His vision centers on making advanced sports technology more accessible to athletes and clubs while fostering innovation that supports the future of soccer development and the broader sports industry.
Harman is co-host of the Canucks Conversation podcast, a live-streamed Monday-to-Friday show. He is also a staff writer covering the NHL at large for The Athletic and has freelance TV experience as an on-air analyst for both Sportsnet and TSN.
Jacie is a Co-Founder of The GIST, a sports media brand reaching over 1 million subscribers and 40 million monthly readers. Under her leadership, the company has achieved 100% year-over-year revenue growth and built partnerships with globally recognized brands including Nike, Toyota, and State Farm. In her work with the NFL, Jacie focuses on developing campaigns that connect male and female sports audiences while highlighting the influence of female fans in driving growth. She has been recognized on Forbes 30 Under 30 and Sports Business Journal’s Power Players in Women’s Sports. Jacie is passionate about the role female fans play in shaping the future of the sports ecosystem and is committed to advancing more women into and through the industry. Outside of work, she loves football and tennis and is an avid road cyclist.
Jessie Adcock is currently leading the FIFA World Cup 26 Vancouver Host Committee working with FIFA and other entities to coordinate the complex multi-organization organizing efforts involved in delivering 7 World Cup matches in the City of Vancouver, one of 16 Host Cities involved in staging the most ambitious World Cup event to-date across 3 Countries. The FIFA World Cup coming to Vancouver is a once-in-a-generation moment for our city and region. With seven matches at BC Place and the FIFA Fan Festival, the Host Committee team has a delivery mandate with global visibility that requires extensive coordination across operations, transportation and mobility, safety and security, communications, marketing, community engagement, and partner integration. Jessie is multi-disciplinary leader with deep expertise in strategy, technology, operations, culture transformation, and large-scale program delivery, shaped by senior roles with organizations including the Government of Canada, Finning, the City of Vancouver, and HSBC Group. Jessie was recently named the new Chair of Innovate BC’s Board of Directors.
Jay Downton is the Co-Founder and CEO of The Nation Network, a premier Canadian digital sports media company focused on fan-driven content across multiple Canadian sport sites and popular podcasts. Under his leadership, the network expanded to become a go-to destination for in-depth analysis, news, fantasy insights, and community engagement in sports media. Beyond The Nation Network, Jay is an active entrepreneur and passionate advocate for Edmonton’s creative economy and community development.
Joshua Sutton has spent more than 20 years at the intersection of brands, live entertainment, and consumer behavior. From helping shape experiential programs at Red Bull to leading partnership strategy for the Great Outdoors Comedy Festival, he has built a career around understanding why people gather and what creates meaningful engagement once they're there. Today, as Director of Partnerships for the Great Outdoors Comedy Festival, Joshua works with brands looking to connect with one of the most engaged audiences in live entertainment. Under the festival's rapid growth from a single-city event to a seven-city tour attracting more than 250,000 attendees annually, he has helped challenge traditional sponsorship models by focusing on audience alignment, participation, and genuine human connection. Joshua believes the future of fan engagement isn't about being seen—it's about being relevant. His perspective is shaped by two decades of watching consumer expectations evolve and helping brands create experiences people actually care about.
Karen is a results-driven leader who excels at understanding the ‘why’ and integrating strategy with execution to achieve impactful outcomes. She was drawn to the PNE by its heart and strong sense of community. She is committed to creating a lasting-legacy where our communities, clients, and industry can thrive and build their own legacies. She has over 20 years of leadership experience in sales, marketing and promotions, corporate strategy, sustainability and event management. Prior to joining the PNE, Karen worked globally in all areas of the events industry. Karen is an entrepreneur at heart and it is that spirit that drives her career and strategic approach to business. Karen’s love for music is reflected in the diversity of her playlist, which she jokes reveals that there’s room for everything in her heart. When not listening to music, she enjoys chatting with her plants, cooking with her husband Mark, and unwinding with a glass of wine. She’s also a proud dog mom to Kingston, a playful pup with a rebellious spirit hmmm I wander where he gets that from.
Kevin Blue is an accomplished North American sports executive with successful experience in commercial, technical, and chief executive leadership roles. In 2024, Kevin became CEO and General Secretary of Canada Soccer. During one of the most consequential periods in the organization’s history, he has led a comprehensive transformation—restoring financial stability, rebuilding trust with athletes and stakeholders, launching the Canada Soccer Foundation, restructuring Canada Soccer’s commercial relationship with CSME, finalizing landmark collective bargaining agreements with the Men’s and Women’s National Team players, and modernizing governance, operations, and culture ahead of the 2026 FIFA World Cup. Kevin previously served as the Chief Sport Officer at Golf Canada, the Director of Athletics at University of California - Davis, and the Senior Associate Athletics Director at Stanford University. He is a member of the Knight Commission on Intercollegiate Athletics and several non-profit boards.
Lara Gerrits is Director of Social Purpose, Partnerships and Engagement at B.C. Lottery Corporation (BCLC), where she works at the intersection of social purpose, partnerships, brand and engagement, helping translate organizational values into strategic, enterprise-level initiatives that drive social impact, trust, relevance and long term brand strength. With experience spanning the public, private and non-profit sectors, Lara brings an integrated approach to partnerships, aligning marketing strategy, storytelling, purpose and stakeholder relationships to deliver measurable business and community outcomes. She brings a practical perspective on how organizations can move social purpose from positioning to impact, while amplifying authenticity and focus.
Meet Maggie L. Ellison, a dynamic marketing professional with a passion for creating unforgettable experiences. With over 15 years of experience, Maggie has spearheaded impactful experiential marketing campaigns for renowned brands such as the Columbus Crew, Quest Nutrition, Nationwide, Pepsi, and Smart Columbus. In addition to her extensive career in sponsorship, Maggie is a creative strategist, leading Fortune 1000 companies, non-profits, and local businesses towards unparalleled success. Her commitment to excellence extends beyond the boardroom, with active involvement in community organizations, including serving on the Boards for Columbus Children’s Theatre, Vaud-Villities Productions and Ohio DECA. Ellison holds a BA and MBA from Otterbein University.
Mark Harrison founded the MH3 Collective, a group of ventures grounded in passion, people, profit and purpose. The Collective includes Humanity, T1, Sidekick, and SponsorshipX. In addition, he co-founded the Black Talent Initiative to combat racism through economic resilience and Park Street Education, a charity to remove all barriers to children’s education. His community involvement includes serving as the Board Chair of Big Brothers Big Sisters of Toronto and as a Board Member of the CAMH Foundation and the Canadian Academy of Recording Arts and Sciences/The JUNO Awards. Mark is a recipient of the Black Business and Professional Association's Harry Jerome Award, the Association of Canadian Advertisers’ 2022 Gold Medal Award winner, a 2025 American Marketing Association Marketing Hall of Legends inductee, and the 2025 Sponsorship Marketing Council of Canada Hall of Fame winner. Mark is also CBC Toronto Metro Morning’s business columnist, regularly discussing marketing, workplace, and entrepreneurial matters.
Melinda Travis is the Founder and CEO of MILE 44, a sports-focused content studio helping brands, agencies, and rights holders create content that resonates with fans and audiences in an increasingly fragmented media landscape. Her work spans athlete storytelling, branded content, and real-time content creation around large-scale sporting events. She is known for building teams and creative approaches that align authentically with both the audience and the moment.
Nelson Lanza is Vice President, Global Sponsorship Marketing at Scotiabank, where he leads the Bank’s global sponsorship strategy across Canadian and International markets. He is responsible for driving high-impact partnerships that deliver brand growth, client acquisition, and community impact. With 20 years of experience in sponsorship and marketing, Nelson has led the strategic development, negotiation, and execution of some of the industry’s most complex and high-profile partnerships globally. Over his career at Scotiabank, Nelson has held senior roles across sponsorship and product marketing, live events and loyalty, bringing a strong customer and commercial lens to sponsorship strategy. He also played a pivotal leadership role in the launch and integration of Scotiabank Arena in partnership with MLSE, one of Canada’s most prominent sports and entertainment assets. Prior to joining Scotiabank, Nelson held roles at RBC and Cossette Communications, including supporting RBC’s Olympic partnerships portfolio for the Vancouver 2010 Winter Games and national torch relay. Originally from Vancouver but based in Toronto for over 20years, Nelson is married and the father of two very active young girls.
Nithya is a catalyst for fresh perspectives and a provocateur of inspired action. A natural storyteller, she believes the most magnetic brands don't chase impressions, they earn belonging inside the communities, rituals, and fandoms that shape how people live. As President & CSO at T1, a full-stack sponsorship and experiences agency, she operates at the intersection of fandoms, business objectives, and brand storytelling, helping brands stop shouting at people and start meaning something to them. At T1, she also shapes a culture that breaks industry conventions and unleashes the potential of people. A dynamic, high-energy speaker, Nithya has captivated audiences across Canada, the UK, Spain, Malta, and Saudi Arabia. Her career spans CPG, retail, energy, cannabis, tech, and pharma, from Madrid to London to Hyderabad to Calgary to Toronto, which she now calls home. She's committed to mentorship and equity, proudly shaping the next generation of women of colour leaders.
Peter is a sponsorship guy who happens to work at a bank (and BMO is okay with that). He leads North American sponsorship strategy, where he’s spent the last five years reshaping the portfolio -- from a big bet on soccer to key acquisitions in LA to a full overhaul of how the bank measures sponsorship impact. The bank is growing. And so is the expectation that sponsorship drives results. He started on the agency side, building sponsorship strategy and delivering partnerships for major national brands and properties across Canada.
As Senior Director of Brand Community, North America, I lead the strategy and execution of Arc’teryx community experiences across snow, climb, and trail. From Academies and field marketing initiatives to community events and mountain town partnerships, my team brings the brand to life through meaningful outdoor connections. We drive impact through sponsorships, product testing, seeding programs, new store openings, and market expansion initiatives. United by a shared passion for the outdoors, we create experiences that inspire exploration, foster belonging, and strengthen the Arc’teryx community across North America.
Yoeri Geerits is a commercial strategist with 20+ years of international experience across sponsorship, sports business, finance, and strategic advisory. He represents YouGov in Canada, where he has managed and supported the company's sports and sponsorship portfolio for over a decade. Through his consultancy threesixtythree inc., Yoeri advises brands, rights holders, venues, and agencies on sponsorship strategy, naming rights, valuation, commercial partnerships, and market intelligence across sports and entertainment. Earlier in his career, he held senior leadership roles with ING Group across Europe, Asia, and North America — including a pivotal role in ING's entry into Formula One — and subsequently led Nielsen Sports Canada. Yoeri holds a Master's in Finance from the University of Brussels and is based in Calgary.
Zach has spent the last 17 years working across all sides of event marketing, bringing a well-rounded perspective from properties, agencies, and brands. His experience includes roles with Republic Live, Live Nation, and Canadian Music Week, where he worked across programming, marketing and production. On the agency side, Zach has supported major brand sponsorship integrations through his work with INNOCEAN and Mosaic. Helping clients activate partnerships with properties including the NBA, FIFA, and the CHL for brands such as Hershey, YouTube, and Kia. He has also worked brand-sid leading Event Marketing at CannTrust, across both recreational and medical lines of business. With a career spanning live entertainment, sports, sponsorship, and brand experience. Zach brings a practical, cross-functional understanding of how to build meaningful connections between brands and audiences.
Join the organizations helping shape the future of sponsorship.
Connect with brand leaders, partnership strategists, and decision-makers responsible for sponsorship investment and impact.
