Influencers of Sponsorship Marketing - a Roth Revenue Podcast Gavin Roth

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