Judy Haber Joins as Senior Advisor, Naming Rights Strategy
Toronto, Jan 10, 2025 – Tonbara Management Group (TMG) and its newly launched subsidiary, SponsorshipNext, are excited to welcome Judy Haber, Founder of Performance Sponsorship Group, as Senior Advisor, Naming Rights Strategy.
Judy is recognized as one of North America’s foremost Municipal Sponsorship Specialists, with decades of experience securing Corporate Sponsorships, Naming Rights agreements, and donor partnerships. Her ability to engage corporate decision- makers and deliver measurable results has set her apart as a leader in the field.
Throughout her career, Judy has worked with municipalities and cities of all sizes, including Calgary, Edmonton, Saskatoon, Mississauga, Vaughan, Kingston, Kenora, and US cities such as Fort Lauderdale, Miami, Baltimore and international projects such as Victoria in Melbourne. Her expertise has helped these communities unlock significant value from municipally owned assets through strategic sponsorship initiatives.
Beyond her direct work with clients, Judy is also a sought-after public speaker with 25 years of experience presenting at industry-leading conferences, such as the National Parks and Recreation Association, Alberta Recreation Parks Association, Western Sponsorship Congress, and Festival Events Ontario. Her thought leadership continues to inspire organizations to adopt a culture of strategic sponsorship cultivation and success.
"We are ecstatic to have Judy join our leadership team," said Bill Gaskey, Managing Partner of SponsorshipNext. "Having collaborated with Judy on numerous pitches and projects, I can confidently say she is Canada’s leading expert in Naming Rights strategy, valuation, and sales. Her addition not only strengthens our expertise but also opens new opportunities for strategic partnerships and collaborations with Performance Sponsorship Group to drive exceptional results for our clients."
Patrik Darabont, Founder & CEO of Tonbara Management Group, added: “Judy’s reputation speaks for itself. Her experience and track record in Naming Rights and municipal sponsorships are second to none. Adding her expertise to SponsorshipNext reflects our ongoing commitment to bringing the best talent and solutions to our partners and clients.”Judy’s appointment reflects SponsorshipNext's commitment to delivering unparalleled sponsorship solutions, helping municipalities and organizations across Canada unlock new revenue streams and build lasting partnerships.
About Sponsorship Next (SN)
Sponsorship Next (SN) is a new division of Tonbara Management Group (TMG) specializing in sponsorship strategy, asset valuation and pricing, naming rights strategy, and third-party brokerage sales. SN leverages modern tools, including AI, to deliver innovative, data-driven solutions that drive value for brands and properties.
About Tonbara Management Group (TMG)
Tonbara Management Group (TMG) is a leading sports and entertainment management firm with headquarters in Toronto and Miami. TMG operates two distinct divisions:
Talent Division: Representing top-tier talent across sports, entertainment, and NIL (Name, Image, and Likeness) through Tonbara Sports, Tonbara Influencers, and Tonbara NIL.
Sponsorship Division: Providing strategic sponsorship consulting, valuation, naming rights, and sales services through Sponsorship Next (SN).
At TMG, we connect talent, brands, and opportunities, delivering exceptional results through expert representation, innovative partnerships, and modern, data-driven solutions.
For inquiries, please contact: