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 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.

VP, Partnerships

Ainslie is a visionary leader with a proven track record in partnership negotiation, sponsorship strategy, and driving brand advocacy for renowned companies like Tito’s Handmade Vodka, Flor de Caña Rum, and Milha & Co. With extensive experience across the beverage, hospitality, and consumer sectors, Ainslie excels in client relationship management, team leadership, and global strategic planning. Her career highlights include recruiting and training high-performing sales teams, negotiating, securing and managing sponsorships for large-scale events, festivals and fundraising galas, while orchestrating impactful brand activations to build awareness and advocacy amongst consumers. Ainslie has also fostered strategic collaborations with industry-leading organizations, leveraging her expertise to elevate brand awareness and engagement. Known for her ability to navigate complex negotiations, develop long-term sponsorship strategies, and execute events that resonate with target audiences, Ainslie consistently delivers exceptional results. Her data-driven approach and skill in managing large-scale marketing initiatives have been instrumental in achieving success for stakeholders and brands alike.

Sr. Director, Partnerships

Based in New York, Thomas is a seasoned media and partnerships executive with over 15 years of experience driving revenue across live events, branded content, and digital platforms. As Publisher and CRO of Brooklyn Magazine, he led the brand’s relaunch, built a movie series with Paramount+ and Showtime that reached 30,000 attendees annually, and launched a 15,000-person festival celebrating music and culture.

Following the sale of Brooklyn Magazine, Thomas joined BSE Global—the parent company of Barclays Center, the Brooklyn Nets, and the New York Liberty—where he worked to integrate the magazine into their portfolio of owned and operated properties, helping bridge editorial storytelling with live sports and entertainment experiences.

Previously, Thomas worked with Cannes Lions, developing high-impact, seven-figure brand sponsorships and activations for global advertisers like Mondelez and Nissan. He has also built award-winning sponsorship programs at Northside Festival, Social Media Week, and other major events—specializing in aligning brands with culture through storytelling, immersive content, and strategic 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.

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.