8/19/2026 12:30:00 PM
Toronto @ 8:30AM - 11:30AM ET In-Person Event

CMA Sport & Event Marketing Forum: The Currency of Culture

Members: $25

Non-Members: $125

Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.

Location: Real Sports Bar & Grill
15 York St Toronto Ontario M5J 2Z2 Canada
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The sport and event marketing industry has experienced a period of rapid expansion in Canada, and globally, driven by pent up demand for live experiences, increase in sport tourism led by 2026 FIFA World Cup, and the engagement in sport and entertainment content consumption. As brands and properties have become more sophisticated in how they use sponsorship and live experiences as part of their customer engagement strategy, the CMA brings together thought leaders to discuss what brands need to prioritize, how these cultural moments build and strengthen community, and characteristics of sponsorship marketing that wins, regardless of investment size. 

The Sport & Event Marketing Forum features guest presenter Whitney Bell (CMO) and Lisa Ferkel (CRO) of the Toronto Tempo as well as a panel on the tension and future of live experiences moderated by Brand Heroes founder, Mike Leon.

Cancellation or transfer of registration must be received by e-mail to events@thecma.ca no later than ten (10) business days prior to the date of the event to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the event date. If you registered for a event but are unable to attend, substitutions* are welcome any time prior to the original registration event date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague

speaker

Diana Brenchley

Director Marketing Activation - FIFA World Cup 2026

The Coca-Cola Company

speaker

Kelley Tessier

Senior Director of Brand and Digital Marketing

Canadian Olympic Committee

speaker

Mike Leon

Managing Director

Brand Heroes Inc.

speaker

Sophie Kotsopoulos

Group Vice President Integrated Marketing

National Hockey League ( NHL )

Agenda

Live is the New Luxury: Where brands win in the experience renaissance

Consumers are trading goods for moments – prioritizing live experiences that create lasting memories and cultural connection. As this shift continues, brands are unlocking significant growth through live engagement opportunities.

But there is also a critical tension that brands are tackling: Many experiences have evolved into premium offerings and the cultural experiences that shape society – from festivals to brand activations – risk building velvet ropes around today's most culturally impactful moments.

This session reveals how leading Canadian brands meet premium demand while balancing it with radical accessibility. Discover strategies for creating elevated experiences that don't exclude the diverse audiences needed to make cultural moments truly meaningful.

Mike Leon, Managing Director, Brand Heroes Inc.

Kelley Tessier, Senior Director Brand and Digital, Canadian Olympic Committee

Diana Brenchley, Director Marketing Activation - FIFA World Cup 2026, The Coca-Cola Company

Sophie Kotsopoulos, Group Vice President Integrated Marketing, National Hockey League ( NHL )







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