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.

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 / 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

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.