Hey folks! Gavin Roth here with another episode of the *Influencers of Sponsorship Marketing*.

I’m back with my FIFA World Cup 2026 series, and this time I’m joined by Greg Dermer, Director of Brand Marketing at OLG — and someone who has helped guide one of Ontario’s most recognizable brands through a period of significant change.

Greg brings a fascinating perspective to the conversation. During his 10 years with OLG, he has progressed from managing individual product brands to leading the organization’s broader brand-marketing efforts.

We talk about the legalization and rapid growth of Ontario’s regulated gaming market, and what happened when major global competitors entered the province with enormous media budgets and celebrity endorsements. Greg explains how OLG needed to find a different and authentic way to stand out in an increasingly competitive marketplace.

Perhaps the most interesting part of our conversation is how OLG leaned into something its competitors simply couldn’t replicate: the fact that its profits are reinvested into communities across Ontario.

Greg also gives us an inside look at OLG’s FIFA World Cup 2026 Toronto Host City partnership and why it was about much more than placing a logo on an event. He explains how OLG used the tournament to demonstrate its community impact by investing in soccer infrastructure and coach development while finding creative ways to connect with fans.

We talk about the Beautiful Game scratch ticket, a Guinness World Record human foosball event, multilingual content, FIFA Fan Festival activations and one particularly memorable campaign inspired by one of soccer’s most recognizable celebrations,'the shirt rip'.

And finally, Greg shares some terrific insights about collaboration, the mentors who helped shape his career and why aspiring marketers should focus on where they invest their energy, the relationships they build and the experiences they gain — rather than concentrating only on their next job title.

It’s an inspiring and insightful conversation about brand building, sponsorship, creativity, leadership and career development. I hope you enjoy!

And for more episodes of the *Influencers of Sponsorship Marketing*, follow me on LinkedIn, listen on Spotify, Apple Podcasts or SoundCloud, or visit [rothrevenue.com](http://rothrevenue.com/).

Hey folks! Gavin Roth here with another episode of the *Influencers of Sponsorship Marketing*. I’m back with my FIFA World Cup 2026 series, and this time I’m joined by Greg Dermer, Director of Brand Marketing at OLG — and someone who has helped guide one of Ontario’s most recognizable brands through a period of significant change. Greg brings a fascinating perspective to the conversation. During his 10 years with OLG, he has progressed from managing individual product brands to leading the organization’s broader brand-marketing efforts. We talk about the legalization and rapid growth of Ontario’s regulated gaming market, and what happened when major global competitors entered the province with enormous media budgets and celebrity endorsements. Greg explains how OLG needed to find a different and authentic way to stand out in an increasingly competitive marketplace. Perhaps the most interesting part of our conversation is how OLG leaned into something its competitors simply couldn’t replicate: the fact that its profits are reinvested into communities across Ontario. Greg also gives us an inside look at OLG’s FIFA World Cup 2026 Toronto Host City partnership and why it was about much more than placing a logo on an event. He explains how OLG used the tournament to demonstrate its community impact by investing in soccer infrastructure and coach development while finding creative ways to connect with fans. We talk about the Beautiful Game scratch ticket, a Guinness World Record human foosball event, multilingual content, FIFA Fan Festival activations and one particularly memorable campaign inspired by one of soccer’s most recognizable celebrations,'the shirt rip'. And finally, Greg shares some terrific insights about collaboration, the mentors who helped shape his career and why aspiring marketers should focus on where they invest their energy, the relationships they build and the experiences they gain — rather than concentrating only on their next job title. It’s an inspiring and insightful conversation about brand building, sponsorship, creativity, leadership and career development. I hope you enjoy! And for more episodes of the *Influencers of Sponsorship Marketing*, follow me on LinkedIn, listen on Spotify, Apple Podcasts or SoundCloud, or visit [rothrevenue.com](http://rothrevenue.com/).

#53 - Greg Dermer - Director of Brand Marketing at OLG

Hey folks! Gavin Roth here with another episode of the Influencers of Sponsorship Marketing.
I’m joined by Sharon Bollenbach, Executive Director of the FIFA World Cup 2026 Toronto Secretariat — and someone who found herself at the centre of one of the biggest sporting events ever hosted in our city.

Sharon brings a fascinating perspective to the conversation. After 16 years with Special Olympics Canada, including 10 years as CEO, she took on the challenge of leading Toronto’s World Cup Secretariat — coordinating a complex network of city divisions, MLSE, FIFA, community organizations, volunteers, and countless other partners.

We talk about what it actually takes to organize an event of this magnitude, including the challenges of building a team, managing competing priorities, and making sure everyone has the information and resources they need to deliver.

Sharon also gives us an inside look at the unique partnership between the City of Toronto and MLSE, and how a relatively small Secretariat team was able to bring together expertise from across the city and the broader community.

But perhaps the most interesting part of our conversation is what happens beyond the tournament itself. Sharon explains Toronto’s five legacy pillars — from sport and economic development to human rights, sustainability, and tourism — and how community voices helped shape projects designed to deliver benefits long after the World Cup was over.

We also talk about the Fan Festival at Fort York, the incredible volunteer response, and the moments that made the tournament so emotional and memorable for Sharon personally.
And finally, Sharon shares some terrific career advice about hard work, teamwork, embracing change, and why leadership isn’t limited to people with a title.

It’s an inspiring and insightful conversation about leadership, community, and what it takes to bring an entire city together around a once-in-a-generation sporting event. I hope you enjoy!

And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Spotify, Apple, Soundcloud…or check out rothrevenue.com

Hey folks! Gavin Roth here with another episode of the Influencers of Sponsorship Marketing. I’m joined by Sharon Bollenbach, Executive Director of the FIFA World Cup 2026 Toronto Secretariat — and someone who found herself at the centre of one of the biggest sporting events ever hosted in our city. Sharon brings a fascinating perspective to the conversation. After 16 years with Special Olympics Canada, including 10 years as CEO, she took on the challenge of leading Toronto’s World Cup Secretariat — coordinating a complex network of city divisions, MLSE, FIFA, community organizations, volunteers, and countless other partners. We talk about what it actually takes to organize an event of this magnitude, including the challenges of building a team, managing competing priorities, and making sure everyone has the information and resources they need to deliver. Sharon also gives us an inside look at the unique partnership between the City of Toronto and MLSE, and how a relatively small Secretariat team was able to bring together expertise from across the city and the broader community. But perhaps the most interesting part of our conversation is what happens beyond the tournament itself. Sharon explains Toronto’s five legacy pillars — from sport and economic development to human rights, sustainability, and tourism — and how community voices helped shape projects designed to deliver benefits long after the World Cup was over. We also talk about the Fan Festival at Fort York, the incredible volunteer response, and the moments that made the tournament so emotional and memorable for Sharon personally. And finally, Sharon shares some terrific career advice about hard work, teamwork, embracing change, and why leadership isn’t limited to people with a title. It’s an inspiring and insightful conversation about leadership, community, and what it takes to bring an entire city together around a once-in-a-generation sporting event. I hope you enjoy! And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Spotify, Apple, Soundcloud…or check out rothrevenue.com

#52 - Sharon Bollenbach - Executive Director, FIFA World Cup 2026 at City of Toronto

Dan MacKenzie is VP & Managing Director of NBA Canada.  In this episode, Dan shares insights on the growth of basketball in Canada, an overview of a very cool new property called "NBA Crossover" that blends sport with the arts, and a great piece of advice on how to apply for your dream job.

Dan MacKenzie is VP & Managing Director of NBA Canada. In this episode, Dan shares insights on the growth of basketball in Canada, an overview of a very cool new property called "NBA Crossover" that blends sport with the arts, and a great piece of advice on how to apply for your dream job.

Dan MacKenzie is VP &amp; Managing Director of NBA Canada.  In this episode, Dan shares insights on the growth of basketball in Canada, an overview of a very cool new property called "NBA Crossover" that blends sport with the arts, and a great piece of advice on how to apply for your dream job.

#3: Dan MacKenzie - Vice President & Managing Director at NBA Canada

Gavin Roth chats with fellow sports and sponsorship marketing leaders about the industry from a brand, property and agency perspective. Each episode delivers a mix of insights and inspiration.

About the host: Gavin has spent 30 years in sponsorship marketing, sports marketing and media and is regarded as one of Canada's leading partnership architects.  He trains/coaches partnership executives at Canada's leading sponsorship properties, and hosts the Influencers of Sponsorship Marketing Podcast, shining a light on the Canadian sports and sponsorship marketing industry.

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Gavin Roth chats with fellow sports and sponsorship marketing leaders about the industry from a brand, property and agency perspective. Each episode delivers a mix of insights and inspiration. About the host: Gavin has spent 30 years in sponsorship marketing, sports marketing and media and is regarded as one of Canada's leading partnership architects. He trains/coaches partnership executives at Canada's leading sponsorship properties, and hosts the Influencers of Sponsorship Marketing Podcast, shining a light on the Canadian sports and sponsorship marketing industry.

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