Managing Partner

Bill brings more than 25 years of leadership and branding experience to the team, including roles as Managing Director, NBA Canada, Marketing Director at Labatt’s, and COO of The Vision Group. He has founded and successfully exited three start-ups: Get Tickets E-Solutions Inc., Token Mobile Inc., and REVXM Inc. Former Managing Partner of Sponsorship Canada, Bill is a strategic thinker and people person, with deep connections and an in-depth understanding of sponsorship strategy, the selling process, and developing lasting partnerships. Bill helps lead strategy, influencer marketing, and 3rd party sponsorship sales at SponsorshipNext.

Founder/CEO, Tonbara Management Group

As founder and CEO of Tonbara Management Group, Patrik brings over a decade of expertise in brand, property, and agency roles. Patrik’s career highlights include time at Rogers, Toronto FC, and various agencies. Recognized for constructing significant partnerships and driving innovation in sponsorship, talent management, and athlete representation, Patrik provides hands-on, dedicated support to his relationships. He aligns talent with brands and properties creatively and effectively, building long-lasting partnerships.

Manager / Partnerships

As Manager of Partnerships at SponsorshipNext,  Lee combines a strategic mindset with a results-driven approach to deliver high-impact sponsorships. Initially launching his career in project management within the federal government, Lee honed his expertise in stakeholder engagement and complex project execution. His pivot to the agency side has brought immense value to clients, including city venues and public attractions, by aligning partnerships with their unique goals and audiences.

Lee’s deep understanding of partnership agreements and social networking enables him to secure sponsorships that enhance brand visibility and deliver measurable ROI. His ability to craft tailored proposals and manage multi-faceted activations ensures outcomes that resonate with both sponsors and audiences alike. Lee is a key contributor to the agency’s mission of connecting brands with opportunities that drive meaningful impact.

Associate Manager / Partnerships

Jacob is a results-focused professional who blends data-driven decision-making with a relationship-first approach. He started his career in the baseball agency world before transitioning to the property sector and comes to us from Sponsorship Canada. Jacob specializes in partnership strategy, valuation and sales while also assisting our TMG athletes with financial management.

Associate Manager / Partnerships

Kelsie thrives at the intersection of creativity, strategy, and execution. Her career journey began in the retail world, where she gained invaluable experience working with globally renowned companies such as Herschel and JD Sports. During these ventures, she honed her project management skills, mastering the art of balancing competing priorities and delivering high-impact campaigns under tight deadlines.

Kelsie's expertise lies in developing strategic partnerships, crafting innovative marketing solutions, and leveraging insights to drive measurable results. Her ability to navigate complex projects and build meaningful relationships has been instrumental in aligning brand objectives with impactful sponsorship opportunities.

Sr. Advisor / Athlete Representative

Two-time Olympic Champion, three-time World Champion, and internationally recognized icon, Donovan Bailey has transcended sports with his legacy of excellence, leadership, and influence.

Bailey’s expertise, combined with his decades of experience, in both athletics and business, make him one of the most globally admired sprinters of all time. Donovan is one of the world’s all-time greatest and most dominant sprinting legends. In addition to his World and Olympic Championships, he is also a two-time world record holder. He remains the first man in history to hold the titles of World Champion, Olympic Champion, and world record holder simultaneously. Donovan is also the only person to be inducted into Canada’s Sports Hall of Fame twice and is a current officer in the Order of Canada. Beyond his athletic career, Bailey successfully transitioned to the corporate world, founding businesses in the sport, wellness, and hospitality sectors. He currently sits on multiple advisory boards, helping organizations achieve strategic growth, attract investment, and deliver stakeholder value.

As a Senior Advisor, Bailey will work closely with the leadership team to support talent development, explore new business ventures, and collaborate on strategic opportunities across the sports and entertainment industries. Simultaneously, SN/TMG will manage all of Bailey’s professional engagements, leveraging its expertise to drive meaningful partnerships aligned with his legacy.

Sr. Advisor / Naming Rights Expert

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.

Judy will assist in naming rights valuation work and cracking open big doors to create long lasting relationships.

Sr. Advisor / Partnerships

The former Managing Director of Asahi Canada, Keith is a dynamic leader, engaging communicator and strategic thinker who thrives on collaboration and creative problem solving. He brings over 20 years experience of working with many of the most iconic global beer brands and sports & entertainment properties. 

Keith’s vision and leadership has helped build and launch brands for companies like Labatt, Boston Pizza, SABMiller and Asahi by leveraging the power of global and local partnerships. He has first-hand client-side experience with virtually every type of brand partnership property in Canada. 

A marketer at heart, Keith is recognized for challenging partnership paradigms and has extensive experience in integrating global brand platforms with local sponsorships and partnerships in order to achieve brand equity and business growth objectives.