George Brown Polytechnic is located on the traditional territory of the Mississaugas of the Credit First Nation and other Indigenous peoples who have lived here over time. We are grateful to share this land as treaty people who learn, work and live in the community with each other.
Canada’s next generation of sport business leaders took centre stage at this year’s 5 to Watch – Canada’s Sports Business Awards, as industry professionals, educators, students and government leaders gathered at George Brown Polytechnic to celebrate innovation, leadership and excellence across the sports sector.
Now in its 14th year, 5 to Watch remains Canada’s only awards program dedicated to advancing leadership in sport business. Presented by George Brown Polytechnic in partnership with co-presenting sponsors Canadian Tire and TSN, the event recognizes rising executives who are helping shape the future of the industry while raising funds to support student success through bursaries and experiential learning opportunities.
Celebrating the industry's rising stars
This year’s 5 to Watch recipients represent organizations and disciplines across the sports business landscape:
- Diana Brenchley, Director, Marketing Activation – FIFA World Cup 2026, The Coca-Cola Company
- Mitch Sharma, Director, Partnership Marketing, National Hockey League
- Nithya Ramachandran, President & CSO, T1 Agency
- Samantha Rogers, VP, Philanthropy, Canada Soccer
- Whitney Bell, Chief Marketing Officer, Toronto Tempo
Additional honours were presented to:
- Fraser Gillan, Director, Event Experience, MLSE, recipient of the Alumni Achievement Award
- Shireen Ahmed, Multiplatform Journalist, CBC Sports, and Instructor, Toronto Metropolitan University, recipient of the Nathalie Cook Canadian Women and Sport Disruptor Award
- Stacey Allaster C.C., former Chief Executive, U.S. Professional Tennis and US Open Tournament Director, recipient of the Chris Lang Lifetime Impact Award
Connecting industry leadership with student success
The significance of 5 to Watch extends beyond recognizing professional achievement. The event connects students in George Brown’s Sport and Event Marketing program with industry leaders and creates meaningful pathways into one of Canada’s most dynamic sectors.
In her welcoming remarks, Dr. Ana Rita Morais, Dean of the Faculty of Business, Creative Industries and Culinary Arts, highlighted the unique role the awards play in bridging education and industry.
“At George Brown Polytechnic, we see what happens when talent meets opportunity. Our industry partners give students a chance to learn from people doing the actual work, building their confidence and helping them see a future for themselves in fields that they love.”
She also noted that the award recipients serve as valuable examples for aspiring future leaders.
“You remind our students that there isn’t just one path to success, and that leadership is about making room for those who come next and leaving spaces better than you found them.”
Sport’s growing role in Ontario’s economy
The event also welcomed Brian Saunderson, Ontario’s Minister of Sport and MPP for Simcoe-Grey, who underscored the importance of sport not only as a source of competition and entertainment, but as a major economic and educational force.
“Sport does many things. It’s about competition. It’s about excellence. It’s about developing the leaders of the future. It’s about educating our youth. And it’s also a very powerful economic driver in Ontario.”
Advice for the next generation
Among this year’s winners, Whitney Bell, Chief Marketing Officer of the Toronto Tempo, spoke about the opportunities emerging in one of the industry’s fastest-growing areas.
“For the next generation looking for opportunities in sport, I have to say it’s women in sport. Right now, it’s growing, and there are so many more roles, whether in front offices, entertainment or investment. It’s a really exciting industry to be in.”
Bell also encouraged students and emerging professionals to stay open to unexpected opportunities.
“I did not have a traditional pathway to get here. This is my dream job, but if you asked me five years ago, I had no idea I’d be working for a sports franchise. But I said yes to different opportunities, took some chances and believed in myself.”
Building the future of the sports industry
Since launching in 2012, 5 to Watch has become a cornerstone event for Canada’s sport business community, honouring emerging leaders while investing directly in student success. More than $674,000 has been raised through the program, with over $150,000 distributed in student bursaries and countless opportunities created for students to build industry connections and gain real-world experience.
As the sports industry continues to grow and evolve, George Brown Polytechnic’s 5 to Watch Awards remain a powerful example of how education and industry can come together to celebrate excellence, nurture talent and help shape the future of Canadian sport.
Discover your future in Sports and Events Marketing and George BrOWN Your Tomorrow
