A Letter from the 2023 Chair – Neal Covant

Milestone moments are tough to come by, which is why they are called ‘milestones’.  

Being entrusted with the Sponsorship Marketing Council Canada Chair of the Board position is a pinnacle achievement, that carries with it a substantial responsibility. Looking back at the past Chairs, most recently Steven Lewis and Jana Masiewich, the bar has been set very high. With your support, both were relentless in their pursuit of our organization’s mission and succeeded in evolving the organization as we strive to advance the sponsorship industry for all. 

My objective as Chair of the SMCC, alongside an incredible board of best-in-class industry professionals and human beings, is to continue evolving and improving our organization in ways that deliver on our industry’s needs today to set it and its members up for the best possible tomorrow. My commitment to you all is to live and breathe our values and continue pushing for evolution.  

Like solving a business problem, we start with recognizing our strengths and our opportunities. A core strength of ours is that 84% of our members agree that the SMCC drives advancements in the field of sponsorship marketing. A key opportunity is that there are 1 in 3 SMCC members who don’t yet agree that the SMCC is ready for change and is focused on always getting better. We can change that through action.  

Two critical ingredients to our evolution are inclusivity and accessibility. Together, I’m confident we can deliver on inclusivity (diversity, national representation, all levels of industry experience, beyond sports, etc.) and accessibility (insights, career opportunities, networking, mentorship, knowledge sharing) in new and exciting ways. I, alongside an incredible board of best-in-class industry professionals and human beings, am excited to build on our solid foundation and continue evolving the SMCC to serve the industry that we all love – sponsorship marketing. 

And please know that we are always here to hear about and discuss new ideas for how we can improve and evolve our collective organization. Reach out at any time. 


Thank you for your confidence!  


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