Speakers
Nowshad (Shad) Ali, CFRE, CEQ, CPBA, CPMA
President and CEO of On Purpose Leadership
Nowshad (Shad) Ali is President and CEO of On Purpose Leadership, a company dedicated to helping people, communities, and organizations pursue and achieve purpose without compromising core values. He also serves as Marketing Consultant for Gather Local Market and Sponsorship Lead for NSBA.
With more than 25 years of experience, Shad specializes in high performance, leadership development, organizational growth, and advancement. He holds multiple certifications in human behaviour and dynamics sciences, is a Certified Fund Raising Executive (CFRE), and is widely recognized for his expertise in building purpose-driven, high-impact teams and organizations.
Shad has worked extensively with both corporate and social impact organizations across Canada, supporting initiatives in organizational growth and development, individual and team excellence, and the attraction and retention of top talent. In both professional and volunteer roles, he has contributed to the success of many of Canada’s leading charities and corporations.
A long-time leader within Association of Fundraising Professionals (AFP), Shad has served on the International Research Council and contributed to Professional Advancement and Chapter Growth initiatives. He chaired the AFP Canada Foundation for Philanthropy Research Committee for several years, leading the launch of the What Canadian Donors Want study and the Research Grants Program. A highly rated AFP Congress speaker, Shad has presented at numerous national and international conferences and is also an AFP Certified Facilitator.
Brent Barootes
President and CEO
brent@partnershipgroup.ca
Brent Barootes has spent over 25 years in the sponsorship marketing industry, developing and delivering profitable sponsorship programs that result in returns on investment for properties, rights holders and sponsors. As President and CEO of the Partnership Group – Sponsorship Specialists® he leads a dedicated team of professionals delivering measurable results for their clients. Brent has “worked the street” selling sport properties and charitable sponsorships for over a decade, as well as expertise on the buying side. Since founding the Partnership Group in 2001, Brent has provided his expertise to all sectors of the industry as a sponsorship leader and pioneer in Canada.
Brent has provided sponsorship consulting with corporations including:
Gulf Canada Resources Solid State Geophysical Sport Chek Sask Energy Rogers SaskTel National Bank Cooper Tires MOSAIC Company Toshiba Canada Coca-Cola SGI XEROX Sask Power Homes by AVI Alberta Treasury Branches Sask Central Potash Corporation Brent has worked with dozens of property rights holders including: Calgary Flames Ottawa Senators Royal Manitoba Theatre Centre Whistler Arts Council First Nations Saskatchewan Summer Games Canadian Red Cross Canadian Breast Cancer Foundation University of Manitoba City of Nanaimo Canadian Cancer Society Vancouver Island Mountain Sports Society Youth Emergency Shelter Society Human Resources Association of Calgary Alberta Amateur Baseball Council Winnipeg Fringe Festival City of Sarnia World Vision Canada Saskatchewan Roughriders City of Kelowna City of Toronto City of Lloydminster Northlands Canadian Finals Rodeo City of Pointe Clair Brent is an accomplished speaker who presents at over 30 conferences, TEDx presentations and seminars annually across North America on a variety of sponsorship topics. Brent is the author of Canadian Best Seller and #1 Canadian Sponsorship Publication, Reality Check – Straight Talk about Sponsorship Marketing. Brent provides sponsorship mentoring and shares his expertise in areas of sponsorship asset identification, valuation, prospect development, policy development, and more.
Christi Cruz
Founder and CEO, BOLD Social Sector
Christi Cruz is a recognized leader in sponsorship strategy and corporate social purpose, based in Calgary, Alberta. For nearly three decades, Christi Cruz led the Community Investment portfolio at TELUS, where she reengineered corporate giving and sponsorships with brand purpose and public trust, elevating it from a cost centre to a strategic lever of influence, reputation, and competitive power.
Under her leadership, more than $100 million was directed to over 9,000 nonprofit organizations—proving that well-executed partnerships can generate both social impact and tangible business value. A lifelong connector and collaborator, Christi co-founded the Calgary Community Investment Council, Canada’s first network of corporate community investment professionals. This pioneering collective helped shape the evolution of the sector and continues to influence the national conversation on purpose-driven corporate leadership.
She is most proud of creating a Centre of Excellence in Government Subsidies within TELUS’ wireless division, where her strategic leadership helped secure more than $250 million in funding. This investment expanded connectivity to 39 underserved rural and Indigenous communities, reinforcing TELUS’ position as a national leader in social purpose, innovation, and digital inclusion.
A sought-after speaker and educator, Christi equips leaders with the strategic tools to build high-value sponsorships and corporate engagement portfolios. Her supower lies in anticipating emerging trends and aligning corporate ambition with community need, enabling her to design bold cross sector collaborations that are as commercially smart as they are socially meaningful.
Today, Christi leads BOLD, Social Sector Consultancy, helping organizations evaluate, strengthen, and scale their sponsorship portfolios to build high-impact partnerships rooted in shared value.
Andrew Eastman
The majority of Andrew’s professional work over his career has been in the arts and culture sector, tied to his small business and artist collective, Synonym Art Consultation.
Synonym’s core programs include public art, music, drag, and event production, with a keen focus on engaging storytelling via online platforms.
These projects are informed by creative and traditional forms of community consultation and hinge on notions of capacity building, mentorship, and knowledge-sharing, in order to create sustainable careers for artists.
Informed by his work developing his own business and brand, Andrew has now taken on the role of Sponsorship Manager at The Forks– Manitoba’s premiere meeting place. Here, he is developing a sponsorship program that focuses on creative activations and digital engagement campaigns that enhance visitor experience to the site, resulting in a win-win-win for the sponsor, The Forks, and the visitor.
Sarah Fedirko
Director, Alumni and Donor Engagement, Saskatchewan Polytechnic
Sarah Fedirko is a seasoned leader in alumni and donor engagement, known for bringing energy, creativity, and strategy to every project she takes on. With over 15 years of experience spanning post-secondary institutions, non-profits, and major event venues, Sarah currently serves as Director of Alumni and Donor Engagement at Saskatchewan Polytechnic. In this role, she leads a dynamic team advancing one of the province’s largest capital campaigns—Time to Rise—and fostering a vibrant alumni community of over 150,000.
Previously, Sarah held leadership positions with the University of Regina, the Canadian Red Cross, and the Regina Exhibition Association Limited (REAL), where she played a key role in opening and managing Mosaic Stadium. Today, she continues her commitment to the community as a board member of REAL, helping to shape the future of one of Regina’s most iconic organizations.
A passionate connector, event strategist, and advocate for community-driven impact, Sarah has raised millions in support of healthcare, education, and disaster relief. Whether she’s emceeing a Ukrainian dance festival, coordinating the logistics behind a Garth Brooks concert, or building meaningful donor relationships, Sarah brings a unique blend of heart and hustle to the table.
When she’s not leading transformational projects, you’ll find her chasing her French bulldog Stella, running half marathons (slowly but steadily), or planning her next adventure abroad.
Sarah Hillifer
Sarah is a data storyteller and audience strategist who helps nonprofits and social-impact organizations understand the people behind their mission. With a trauma-informed, neurodivergent (AuDHD) perspective, Sarah blends data, creativity, and empathy to help organizations build stronger connections and smarter partnerships.
She is the creator of Neon Compliant, a playful, plain-language audience insight tool that starts with a simple postal code and turns it into a clear picture of who your audience is. Using unique and deeply researched StatCan-powered segmentation, Neon Compliant highlights what motivates your donors, volunteers, and customers—and how to find more people just like them.
Don Gorsalitz
CFRE, President
Don brings more than 25 years of experience in fund development, working with organizations across Canada to strengthen communities through strategic philanthropy, sponsorship, and partnership development. His expertise spans strategic planning, integrated development programs, donor and volunteer engagement, capital campaigns, and the solicitation of major and legacy gifts. Don is also known for helping organizations align fundraising and sponsorship with purpose, impact, and long-term community benefit.
A passionate advocate for the charitable sector, Don is deeply committed to advancing the practice of fund development. He regularly mentors emerging professionals, provides pro bono counsel to smaller not-for-profit organizations, and is a sought-after speaker and facilitator, delivering workshops and presentations focused on fundraising, sponsorship, and community investment strategies.
As a leader at DCG Philanthropic Services, Don has built and leads a multidisciplinary team that brings a collaborative, “all-hands-on-deck” approach to client partnerships. Together, they support organizations in developing thoughtful, customized strategies that inspire generosity and deliver meaningful impact.
Richard Kies, ABC, SCMP
Victoria Mahoney
Head of Marketing & Partnerships Harmony Marketing
Victoria is a marketing, partnerships, and communications specialist with experience in media relations, event management, social media and government relations. Recently named one of the top 40 under 40 for event professionals in North America, Victoria is the lead on all Harmony Marketing clients and is the co-producer of the Toronto Waterfront Festival and Sugar Shack TO in Toronto.
Victoria was instrumental in bringing the World’s Largest Rubber Duck throughout Ontario in 2017 which brought over 750,000 people to Toronto’s Waterfront alone. Victoria specializes in sponsorship, experiential marketing, government relations and communications for festivals and events and is the head of all public relations and social media for clients.
In her spare time, Victoria teaches tap dancing classes in the east end of Toronto. She also loves to travel and has visited all 7 continents and over 40 countries.
Nick Mazurak
Director of Corporate Partnerships for the Saskatchewan Roughriders
Nick Mazurak is the Director of Corporate Partnerships for the Saskatchewan Roughriders, where he leads the club’s partnership strategy and oversees a team responsible for managing a diverse portfolio of more than 65 corporate partners across private, government, and non-profit sectors.
Prior to joining the Roughriders in 2020, Nick spent nearly a decade with Molson Coors Canada, where he held several leadership roles across the Prairie region.
Known for his relationship-driven approach and passion for growing the business of sport, Nick specializes in building meaningful partnerships that elevate the fan experience, strengthen brands, and deliver measurable value for partners.
In his session, Nick will explore the unique role sport sponsorship plays in today’s business landscape and why brands choose to invest in partnerships with sports properties. Drawing on real examples from the Roughriders’ business, as well as his prior experience on the brand side, Nick will highlight how effective sponsorships go far beyond logo placement to create authentic fan engagement and deliver meaningful value for partners. The session will showcase partnership programs from the club and share practical insights on how teams and brands can work together to maximize value and fully activate the potential of sport sponsorship.
Norm O’Reilly
Dean, College of Business, University of New England & Partner, The T1 Agency
Dr. Norm O’Reilly is a high-performing academic leader with strong industry linkages who is recognized globally as one of the leading scholars in the business of sports and sponsorship. He is widely published, including more than 20 books, a regular media contributor, an active consultant as a partner in the Toronto-based T1 Agency, and an expert witness in legal cases.
Dr. O’Reilly holds a PhD in Management from the Sprott School of Business at Carleton University, an MBA from the Telfer School of Management at the University of Ottawa, a MA in Sports Administration from the University of Ottawa, and a B.Sc. (Kinesiology) from the University of Waterloo. He also holds the CPA Accounting Designation and an Executive MA in Global Affairs & Management from the Thunderbird School of Global Management at Arizona State University.
Dr. O’Reilly has expertise in a range of business topics, including analytics, marketing, sponsorship, social media, sport finance, social marketing, physical activity, and management education. He has authored or co-authored 22 books, 14 case studies in the Harvard/Stanford series, and more than 170 peer-reviewed journal articles. His books include the highly successful May 2024 release of The Rise of Major League Soccer: Building a Global Giant and the Fall 2022 release of Business the NHL Way: Lessons from the Fastest Game on Ice, both co-authored with Rick Burton (Syracuse University). The 2016 (1st Edition) and 2020 (2nd Edition) releases of Sports Business Management: Decision Making Around the Globe with George Foster and Tony Davila, and the 2017 (1st Edition) and 2021 (2nd Edition) versions of 20 Secrets to Success for NCAA Student-Athletes, with Rick Burton, Jake Hirschman, Andy Dolich, and Heather Lawrence have both been widely adopted inside and outside of the classroom. At conferences, he has won numerous Best Paper awards and has more than 300 conference presentations to his credit. Dr. O’Reilly is the lead researcher on the Canadian Sponsorship Landscape Study, currently in its 19th edition. For the last 16 years, he has written a regular column with Rick Burton for Sport Business Journal, the leading trade publication in the industry.
Dr. O’Reilly works closely with industry. In 2015, Dr. O’Reilly was awarded the Distinguished Career Contributions to the Scientific Understanding of Sport Business Award by the American Marketing Association’s Sport Marketing Special Interest Group. He was recognized in 2013 as one of the “Five to Watch” in sport business in Canada by the Globe and Mail and is a lifetime Research Fellow of the North American Society for Sport Management. In 2011, he was the recipient of the University of Ottawa’s Media Excellence Award (for media coverage of his research) and often comments in major television, web, and print media. For more than 15 years, he has been minority owner and partner with the Toronto-based agency, T1, with clients including Nike, UFC, Pepsi, Nissan, Esso/Exxon, Mondelez, Canadian Hockey League, Shell, Gatorade, Canadian Olympic Committee, Canadian Paralympic Committee, Hockey Canada, UFC, Thorne, and many others. He has sat on the boards of many global and national sport organizations.
Dr. O’Reilly was ‘Assistant Chef de Mission’ for the Canadian Paralympic Team at the 2016 Paralympic Games in Rio, Brazil and was a member of the 2004, 2008 and 2010 Mission Staff for the Canadian Olympic Team. He attended the 2012 Olympic Games in a research capacity and was at the 2022 World Cup in Qatar and 2024 Olympic Games in Paris.
Prior to joining academia, Dr. O’Reilly worked in a variety of roles, including administration, government, policy, event management, biotechnology, and as an entrepreneur in two start-ups.
Dr. O’Reilly is an avid world traveller, having now visited more than 55 countries around the world, many in a professional capacity. He has attended 7 Olympic/Paralympic Games, the FIFA World Cup, and many world championships and professional sporting events. He is a former university-level Nordic skier and swimmer, where he was twice named an Academic All-Canadian and was part of the 1996 OUA champions at the University of Waterloo in Nordic skiing. He is a long-time triathlete, having represented Canada as an age-grouper at 5 World Championships. He was the Maine State Champion in his age-group in 2024 and has completed 11 Ironman triathlons, including the World Ironman Championships in the Fall of 2023. He has finished 12 marathons and more than 350 triathlons total. He is also an avid ice hockey player and master’s swimmer. In 2019, he placed 3rd in his age group in the 1500m freestyle at the Ontario Masters Swimming Championships. In 2018, 2022, and 2024, he qualified for the Boston Marathon.
Chrystal Robert-Macey
Chrystal Robert-Macey, B.Ed. is an accomplished Sponsorship Consultant with experience working as or with both sponsorship buyers and sellers. She is the owner and Principal of The Sponsorship Experience, a consulting venture offering a diverse array of specialty services in the Sponsorship field.
Chrystal worked for the Manitoba Lotteries Corporation for 20 years, most notably as the Director of Community Support & Partnerships before she founded The Sponsorship Experience in 2012 to help clients harness the power of sponsorship.
As a consultant, her core services include Inventory Valuation; Development and Negotiation of Sponsorship Agreements; Internal/Board Facilitation & Training; Development of Strategic Sponsorship Policy, Goals & Objectives; Program Development Plans; and Activation Planning and Implementation Support. Recently, she has been focusing on one-on-one mentorship programs to help organizations build up their internal sponsorship talent.
Over the years, she has built up a diverse client base within the Manitoba market, including sponsors and sponsees; public and private sector clients; as well as profit and not-for-profit organizations.
Craig Reynolds
Craig was appointed the Saskatchewan Roughriders’ second President and CEO on December 16, 2014, officially starting in the role on March 1, 2015.
Raised in Foam Lake, Saskatchewan, he brings a blend of business acumen and a deep understanding of the football franchise’s inner workings.
A graduate of the University of Saskatchewan with a Bachelor of Commerce degree and a Masters in Professional Accounting, Reynolds worked for KPMG in Saskatoon and Luxembourg before moving on to senior roles with Suncor Energy. He later returned to Saskatchewan as the Roughriders’ CFO in 2009, where he was instrumental in guiding the organization to financial success, growing the stabilization fund from $1 million to over $12 million in five years.
Reynolds played a pivotal role in major projects, including the Grey Cup Legacy Project and the execution of new Mosaic Stadium. He co-chaired the 2022 Grey Cup in Saskatchewan and has led the financial and operational management of key initiatives, helping bring the vision of the new Mosaic Stadium to life.
Named as one of the province’s brightest young leaders as a member of CBC’s Future 40, his leadership also extends to the Canadian Football League’s Board of Governors, where he serves as Chair of the CFL Audit Committee.
An active community supporter, Reynolds also serves on the Red Cross board. He lives in Regina with his two children, Noel and Neeve.