Actively involved in the sports and entertainment marketing industry for 20 years, Peri has been responsible for the creation, development and funding of many innovative programmes.

Peri was previously Vice President of Molson Sports and Entertainment. While there, he led the development of all sports and entertainment marketing programs, and worked closely with a number of strategic partners for broadcast and live event properties, including the National Hockey League, the National Lacrosse League, and the Champ Car/Molson Indy in Toronto, Vancouver and Montreal. He also developed and helped Molson capitalize on a variety of initiatives including MTV SnowJam USA and the House of Blues concerts in Canada.

As an Executive Producer for Bell Making the Cut, Peri worked with Network Entertainment Inc. and CBC Television to create the $14-million landmark independent television production. In 2003, he was instrumental in staging the largest paid concert in Canadian history, Molson Canadian Rocks for Toronto. With 500,000 people in attendance, it was the largest outdoor ticketed event in Canadian history, and one of the largest in the world.

Prior to his tenure at Molson, Peri was a Managing Partner for Jack Nicklaus’ Executive Sports International (ESI) Canada where, among other duties, he was involved with the management of PGA, LPGA and Senior events, while managing Canada's Olympic team program from 1996 through 2000. Executive Sports International Canada (ESI), a joint venture with legendary golfer Jack Nicklaus. Prior, Peri was the Director Corporate Sales and Marketing for International Management Group (IMG Canada) where he developed and implemented numerous marketing programs and strategic partnerships. Throughout his career, Peri has developed and cultivated relationships with some of North America's most influential professional sports bodies, producers, marketers and talent. His ability to draw on this rich network of associates is, in part, what gives XMC its unparalleled flexibility and innovation.

Steven was most recently a Partner at Heenan Blaikie LLP, Canada’s largest sports and entertainment law firm. Specializing in all aspects of sports and entertainment contract negotiations, Steven focuses on financing vehicles, branded entertainment properties, production services arrangements, international co-productions, sponsorship marketing deals, endorsement contracts and consultation to U.S. and Canadian entertainment companies. His clients have included Twisted Pictures, Amberwood Entertainment, Franchise Pictures, Summit Entertainment, Constantin Film Development Corporation, Senator Entertainment, Simex, Serendipity Point Films, Don Carmody Productions, Sony Entertainment and Gold Circle Films.

Steven graduated from Osgoode Hall Law School in 1988 and obtained his MBA from York University’s Schulich School of Business in 1990, where he was class president. In 1992, he was called to the Bars of the Province of Ontario and the State of New York. Steven is a frequent speaker and has presented to the Beverly Hills Bar Association’s Entertainment Law Section, Ryerson Polytechnic University’s School of Image Arts, the Banff World Television Festival, the National Screen Institute’s Features First Program and the American Conference Institute’s Entertainment Finance Forum. He is also the author of “Branded Entertainment and Product Integration: A Revolution in its Infancy” published in the American Bar Association’s Sports and Entertainment Lawyer, Winter 2006.

Jim has over 20 years experience in sponsorship marketing ranging from sports, entertainment to cause sponsorship sales and marketing program creation and execution.  As it relates to sports, Jim’s knowledge and love of sports was gained first-hand – Jim was a member of the 1984 Canadian Olympic Ski Team as well as a member of Alpine Canada’s Technical ski team from 1979 to 1984.

Jim has a degree in business administration from the University of Utah, were he was on a ski scholarship from 1985 to 1987.

Jim may have taken off his skis, at least professionally, but he is still a renowned name in the sponsorship marketing world. Jim was previously the Director of Sponsorship Sales for The Canadian Olympic Committee, where he generated over $23 million in sponsorship sales to blue-chip companies such as Coca Cola, McDonald’s, Roots and RBC. He was also in charge of developing the Canadian Olympic sponsors communication strategies (Mass, Promotion and Hospitality), to maximize both the return for the sponsors, and the exposure for COC.

Before then, Jim spent six years at International Management Group(IMG), where he was responsible for many of their key properties such as The Royal Canadian Golf Association (including The Canadian Open), McDonald’s Ronald McDonald Children Charities, Mike Weir and as an ABC Canada (literacy foundation) Board Member.

As Managing Partner for XMC, Jim is responsible for leading a team of senior sales executives in developing sponsorship sales strategies and executing leading edge sponsorship sales plans.

Tracey is an experienced sports and entertainment professional having worked in the industry for over 15 years.  She graduated from the University of Western Ontario and joined Procter & Gamble in sales and management.  After several progressive sales and marketing management positions, Tracey joined the Score Golf (CCMC) management team and was responsible for creating the Women’s Golf Division, including a targeted magazine, television show and national executive women’s golf instruction/experience program in partnership with the Women of Influence. Tracey built and has maintained a long-term relationships and programs with the Canada Ladies Golf Association, which recently merged with the Royal Canadian Golf Association (RCGA) and is now operating as the RCGA’s Women Division. 

Shawn brings 15 years of sponsorship and event marketing experience to the XMC team. His property and agency background includes four years at the St. Clair Group where, as Client Services Manager, he worked with Canadian corporations to integrate their brands into Junior Hockey (CHL) and national and international curling events (the Briers, World Championships and Olympic Trials).

In the late '90s, Shawn helped create the first non-publishing division of Score Golf as Director of National Promotions. In this capacity, he oversaw the successful growth of Score’s national golf schools, demo tours and Canadian corporate golf experiences. Later, at IMG, Smith served as Executive Director of the World Curling Players' Association where he spearheaded the development of the World Curling Tour and the Grand Slam of Curling as a successful television and live event property. Smith subsequently represented DMG world media's 57 North American home shows as lead sponsorship sales director, successfully activating partnership programs for a variety of companies including the Home Depot, RE/MAX, Benjamin Moore Paints, DaimlerChrysler, Pfizer, Telus, HBC and Direct Energy.

More recently, Shawn was Executive Director of the Ontario Volleyball Association where he helped create their new Quadrennial Strategic Plan, and secured government and corporate funding for new grassroots volleyball initiatives in Ontario.

Since graduating from the University of Kings College at Dalhousie in the Political Science International Affairs discipline, Drew has been immersed in the sports industry. Over the last two years he has been playing a lead role in business development and client management with one of Canada’s leading firms. Having seen the effect that major sporting events have on company/client relationships has only fuelled Drew’s desire to become further involved in the world of sports and entertainment sponsorship marketing.