Founder/CEO, Tonbara Sports & Entertainment

As founder and CEO of TSE, 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.

Senior 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.

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

Wade brings 20+ years of leadership in sponsorship, strategic partnerships, and business development, combining agency experience with entrepreneurial execution.

He has led major activations and programs for brands such as Budweiser, General Motors, Subway Restaurants, Walmart and T-Mobile, and partnered with top sports and entertainment properties including the NFL, NHL, PGA of America, Wimbledon, and Live Nation.

Through his own companies, he also launched innovative event tech to enhance attendee experiences and create high-value sponsorship assets.

Known for building measurable, strategic programs, Wade’s expertise in asset ideation, valuation, and activation, backed by a strong industry network, delivers results for brands and properties alike.