ADDITIONAL WORK
2025 Ivey Sports Leadership Conference (ISLC)
Case Competition Winner
Powered by the Toronto Blue Jays
3 of 13 qualified teams advanced to the final from the preliminary round on Friday.
1 of 3 teams won the whole thing on Saturday.
As TMU’s sole representative, my team and I competed against 13 teams. We tackled a challenge presented by the Toronto Blue Jays: developing innovative strategies to engage the next generation of fans and boost viewership at the Rogers Centre. Our strategic thinking helped us advance to the final round, where we presented directly to Blue Jays representatives. Our proposal impressed the judges, securing first place - earning a $1,000 cash prize.
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Group members: Evan Doerfler, Adam Johnston, Ryan Kaichis, Aleko Karamanis​​
CAPSTONE PROJECT
COMMONWEALTH SPORT CANADA
This strategic plan outlines innovative content creation, brand marketing strategies, and revenue generation opportunities for Commonwealth Sport Canada (CSC). Developed by a team of three, the plan focuses on increasing brand recognition, strengthening community engagement, and enhancing digital and merchandising efforts.
Through influencer collaborations, engaging social media campaigns, strategic partnerships, and targeted merchandise expansion, the goal is to position CSC as a prominent, modern, and relatable organization in the Canadian sport landscape—while aligning with its nonprofit mission and long-term sustainability.
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Group Members: Sophia Roy, Emily Simonetta
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PERSONAL STRATEGIC PROJECTS
CASE STUDY: SOCCER CANADA
HOW TO GROW THE GAME
This case study explores strategies to expand soccer’s reach in Canada, focusing on increasing corporate sponsorships, attracting new fans, and boosting youth participation. It examines how to foster a strong local soccer culture while learning lessons from Qatar (2022).
The study also identifies key opportunities and challenges, including the role of extracurricular activities, broadcasting strategies, and marketing Canada as a soccer nation. Additionally, it delves into targeted media approaches for pseudo-displaced fans, suggesting a more inclusive and engaged soccer community going forward.
REBRANDING KIT: LOUIS VUITTON
A comprehensive strategic rebranding project for Louis Vuitton, designed to refine and modernize its brand presence across digital platforms for Generation Z and Generation Alpha. This kit includes primary and secondary logos, a carefully curated colour palette, and a typographic system featuring primary and secondary fonts.
Additionally, it establishes a clear hashtag and language policy to maintain brand consistency. To visualize the brand’s digital impact, the project features mock social media profiles (Instagram, X, and Facebook) along with curated mock posts—three for each platform—reflecting Louis Vuitton’s new identity and approach.
BRAND ANALYSIS: COREY CONNERS
A deep dive into Corey Conners’ social media strategy, evaluating its effectiveness through the lens of self-presentation theory and the athlete’s perspective. This analysis assesses his current digital presence, engagement levels, and branding approach while providing recommendations to enhance his online impact.
The project explores how Conners can better leverage social media for fan engagement, sponsorship opportunities, and personal branding, with a focus on content strategy, platform optimization, and audience growth.
CBC: METRO MORNING APPEARANCE
The Evolution of Sports Betting
In April 2024, I appeared on Metro Morning with Molly Thomas on CBC/Radio-Canada to discuss the evolution of sports betting and how it is changing the way fans are watching.