Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, sponsored by Elevent, makers of sponsorship software that track, evaluate and manage all requests for partnerships. Learn more at Elevent.co

Bobby Sahni is a champion of diversity and growth. And while that could sound lofty, he has the credentials to back it up.

Bobby is a leading Canadian authority on ethnic marketing. Together with partner Howard Lichtman, he founded Ethnicity Matters in 2013 – a multicultural marketing agency dedicated to helping companies drive growth by catering to the unique preferences of multicultural communities across Canada.

Prior to launching Ethnicity Matters, Bobby was instrumental in spearheading multicultural marketing initiatives, thought-leadership and successes at Rogers, ICICI Bank and the Ontario Lottery and Gaming Corporation, Canada Post and Star Media Group.

He is also a sought-after speaker who guest-lectures at Canadian universities and delivers keynote addresses across North America.

We cover a lot of ground in this episode:
- Bobby shares his career journey.
- His views on the changing demographic profile of Canada and how brands should approach multicultural marketing. 
- Some of the work Ethnicity Matters is doing to help sports and entertainment properties attract new audiences.    
- The personal mission Bobby is on to promote inclusivity in hockey as a passionate hockey fan and a newly appointed Hockey Canada board member. 
- And as always, a couple rabbit holes like toilet paper and Michael Jordan – separate stories.

It was a fun, inspiring and insightful chat. I hope you enjoy!

And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out https://rothrevenue.com

#38 - Bobby Sahni – Co-Founder & Partner at Ethnicity Matters

Gavin Roth here with another episode of the Influencers of Sponsorship Marketing, sponsored by Homestand Sports – authentically connecting iGaming brands with sports fans wherever they are. For more, visit homestandsports.com.
I love talking to athletes.  Especially the successful ones.  And no, not in a creepy fan-boy way.  When you spend time with elite athletes, you can’t help but notice what made them that way – their passion, tenacity, drive, competitiveness, work ethic, self-awareness. 
Mike Morreale – former CFL star and current Commissioner of the CEBL – checks all those boxes.
We caught up just after Labour Day, 3 weeks after the culmination of the CEBL’s 2023 campaign – their most successful to date with expansion to 10 teams and a new broadcast deal with TSN.  It was also a few days after the CFL Labour Day Classic between the Argos and Ticats.  You see… Mike played (and starred) in his
 
share of Labour Day Classics.  He actually suited up for both his hometown Tiger-Cats AND their fierce rivals down the QEW.  But this year, he had his feet up at home and enjoyed it on the tube.
We talk about his days in the CFL where he won 2 Grey Cups and numerous awards.  How being a goalkeeper in soccer prepared him for a 12-year career as a receiver in the league.  And how his CFL experiences (both as a player and with the CFLPA) set the foundation for his current role running Canada’s only professional basketball league.
Mike shines a light on Richard Petko and Ron Foxcroft – 2 men whose belief and support helped Mike build a successful second career. 
He takes us into a week in the life of a pro sports commissioner.
On the corporate partnership front, we discuss how Mike and his colleagues had to sell a vision to brands before the first basket was scored.  And the partnerships that have been - and will be - so instrumental to the league’s success.  Including a new one with Canadian data insights firm, StellarAlgo that will help the CEBL engage their fans and partners in a more strategic and effective way.
And we wrap with great professional development advice centred around self-awareness and relationships.
You’ll leave informed and inspired. I hope you enjoy. 
And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Apple Podcasts, Spotify, SoundCloud… or check out rothrevenue.com

#47 - Mike Morreale - Commissioner & Co-Founder at the Canadian Elite Basketball League

Gavin Roth chats with fellow sports and sponsorship marketing leaders about the industry from a brand, property and agency perspective. Each episode delivers a mix of insights and inspiration.

About the host: Gavin has spent 30 years in sponsorship marketing, sports marketing and media and is regarded as one of Canada's leading partnership architects.  He trains/coaches partnership executives at Canada's leading sponsorship properties, and hosts the Influencers of Sponsorship Marketing Podcast, shining a light on the Canadian sports and sponsorship marketing industry.

#47 - Mike Morreale - Commissioner & Co-Founder at the Canadian Elite Basketball League

Influencers of Sponsorship Marketing

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