Capabilities // Sports Marketing
We build sports brands.
We bring brands into sport.
Diamond builds sports brands from the inside. And for brands that want to get into sport — we build the strategy, the activation, and the presence that makes them feel like they belong there. Every major league. Every level. Across North America.
We don't sell sponsorships. We engineer relevance at scale.
Mike Smith
Vice president, Partnerships
Mike brings over 15 years of global experience structuring partnerships across athletes, properties, and brands. As Head of Partnerships, he operates at the intersection of strategy and creativity—shaping frameworks, pressure-testing ideas in market, and relentlessly pursuing the right collaborators to unlock high-performing opportunities, leaving no stone unturned.
From evaluation to execution. Full service.
Diamond’s partnerships practice brings brands and sports properties together — and manages everything in between.
Whether you’re a brand looking to enter sport or a property looking for the right partners, Diamond provides the full service: property evaluation, rights negotiation, sponsorship strategy, creative development, activation, and measurement. From the NHL to grassroots cricket — Diamond operates at every level of sport in Canada.
Brands we work with in Sport
TD
theScore Bet
Canadian Tire
Pepsi
Samsung
Molson
Canada Soccer
Hockey Canada
The sports landscape Diamond operates in
NHL
PWHL
Toronto Blue Jays
Vancouver Canucks
Ottawa Senetors
Toronto Maple Leafs
Toronto Raptors
Toronto FC
Toronto Marlies
Toronto Argonauts
Calgary Stampeders
Ottawa RedBlacks
Ottawa 67s
Saint John Sea Dogs
Toronto Rock
Cricket Canada
Canadian College & University Cricket
Brampton Etobicoke Cricket League
Toronto District Cricket Association
Ontario Schools Cricket Association
Looking for a sports marketing partner?
We build sports brands. We bring brands into sport. If you’re evaluating sports marketing agencies, we’d like to be in that conversation.
