Coaching Association of Canada

Norm O'Reilly

  • T1 Agency

Norm O’Reilly is recognized as one of the leading scholars in the business of sports. He is currently Professor and Assistant Dean of Executive Programs in the Lang School of Business & Economics at the University of Guelph, where he leads Lang’s two professional programs, the MBA and MA (Leadership) degrees. Dr. O’Reilly is also the founding Director of the International Institute for Sport Business & Leadership at Guelph, a think-tank devoted to improving the sport business globally. Dr. O’Reilly is a full professor in the School of Hospitality, Food and Tourism Management at Guelph, jointly appointed to the Department of Management (accounting steam).

Dr. O’Reilly has expertise in a range of business topics, including analytics, marketing, sponsorship, social media, sport finance, social marketing, tourism management, and management education. For more than a decade, he has been minority owner and partner consultant Toronto-based agency, T1, where he has worked for clients including Nike, UFC, Nissan, Canadian Olympic Committee, Canadian Association of Fire Chiefs, and many more. He also acts as a specialist on legal cases and has sat on the boards of many sport organizations. Dr. O’Reilly was ‘Assistant Chef de Mission’ for the Canadian Paralympic Team headed to the 2016 Paralympic Games in Rio, Brazil. In 2017, his work was highlighted publicly in the media as part of the Canadian Hockey League legal case around player compensation.

Sponsorship for Sport Organizations in Canada in 2019: Stop Waiting and Start Activating - Yes, Resilience is Needed
Breakout 2A

The results of the 13th edition of the Canadian Sponsorship Landscape Study (CSLS) are in and things are looking great for the sponsorship industry overall, but not as much for those in the cause and amateur sport sectors. In this presentation, the lead researcher and founding researcher of the CSLS, Dr. Norm O’Reilly, will focus the results of this year’s study, the longitudinal results, and other work he’s done in sponsorship to provide delegates with direction on how to tackle sponsorship and improve sponsorship for amateur sport in Canada.