who we are
SponsorshipNext, an affiliate of Tonbara Sports & Entertainment, is an agency for TODAY and TOMORROW, dedicated to revolutionizing how brands connect with properties and their audiences. With a team of seasoned experts in sponsorship strategy, naming rights, and sales, we bring creativity, data-driven insights, thoughtfulness, and a passion for excellence to every partnership we create.
founder-driven
leadership
We maintain a “start-up” mentality, consistently innovating and fostering an entrepreneurial spirit. Our leadership team offers decades of expertise in sponsorship, branding, and strategic partnerships. We also utilise AI platforms and analytics to drive smarter strategies, ensuring measurable success.
Our Humans.
The Doers.
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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.
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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.
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Senior Manager / Partnerships
Kerwin combines a strategic mindset with a results-driven approach to deliver high-impact sponsorships, with 10+ years of experience across professional sports, entertainment, experiential marketing, and creative technology.
Throughout his career, Kerwin has developed relationships across the NFL, NBA, and NHL ecosystems, while working with major entertainment brands including festivals, municipalities, and leading creative studios.
His experience spans sponsorship sales, strategic partnerships, revenue development, fan engagement, and complex multi-stakeholder relationships, with a track record of securing partnerships
Based in Montréal, Kerwin brings a commercial and entrepreneurial approach to our partnerships, helping properties identify new revenue opportunities, develop compelling partnership platforms, and create meaningful value for brands, patrons, and communities.
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Sr. Director / 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.
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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.