01/03
OUR MISSION

Who
we are

It’s not bragging if you can back it up.
OUR MISSION

Who
we are

Do you ever have that friend who is a little crazy about something and think, WOW they are obsessed! That is us, that’s SDIsports. We love and are obsessed with sport and not just the playing/watching part, but everything about it.

Since 1988. SDI Marketing, headquartered in Toronto, Canada, is a leading sport, experiential & entertainment agency with 750+ staff worldwide.

Now its own division, SDIsports, is a team of MVPs and SMEs immersed in the world of sports marketing who have helped some of the biggest brands, teams, federations meet their objectives.

OUR PRINCIPALS

How
we do

We’re sports fans and academics with a
global lens, who love
to push the boundaries.

Every part of our day is all about developing game plans for our clients who are looking to score with their consumers.

From research & insights to Fan engagement and live events. We believe we have the skills and knowledge to help you out. And when we do not, we will call on the reserves to bolster our All-Star Line Up

OUR SERVICES
Sports Consultancy
Strategy
Commercial / Sponsorship Consulting
Commercial
Content & Creative/Digital & Social
Storytelling
Branded Content
Creative
Experiential & Events
Live
Research & Insights
Research
Brands, teams, federations, confederations, and industry executives seek our leadership to support them in strategic thinking and guide their thoughts/investment in all areas of sports.

Do you want to start an e-league? Do you want to create a CSR/SI campaign? Do you need a merchandise strategy? Do you need to rethink your grassroots leagues? etc. We believe great strategic thinking happens when you combine hands-on experience with a desire for the new and different.

We have advised, developed, and managed multiple projects spanning many sport disciplines for the past 30 years. Meaning our approach is tried, tested and true. We do not just tell you what to do, we help you do it.

  • High level executive Consulting
  • Strategic Planning
  • Sponsorship Evaluation
  • League & Grassroot Program Development
  • Corporate Social Responsibility/Social Investment Consulting
We know where the fans are looking. We make sure your brand is in the right place, at the right time to capitalize on the passion fans have for sports. Whether it is in the stadium, at the training field or digitally, our data-driven approach ensures our clients are paired with the right properties to hit their objectives and target audience.

Sub Services:

  • Sponsorship Property Identification
  • Sponsorship Portfolio Management
  • Property Valuation and Negotiation
  • Benchmarking & Best Practice Auditing
  • Rights & Asset Management
  • Sponsorship ROO & ROI Framework Development
  • Sponsorship Activation Strategy Development
We are storytellers. We make great content and know how sports fan behave and what they want. It all starts with a brief and let us do the rest. Whether it is a live or digital approach for a new product/team/player, our storytelling unit implements a methodology that will visualize all consumer touch points for the client before production.

Sub Services:

  • Creative Planning
  • Creative Strategy Development
  • Experiential Activation Campaigns
  • Branded Content and Storytelling
  • Videography and Photography
  • Content development, editing and production
Yep, we have an in-house studio as well. Again, being sports fans we understand what creative will resonate with fans and what they won’t find appealing. Our production team is on hand as well to help with any production event/experiential parts of the creative. We also have a great global network of sports creatives that we can tap into as well.

Sub Services:

  • Content strategy
  • Concept ideation
  • Copywriting
  • 3D Design
  • Art direction
  • Graphic design
  • Talent procurement
  • Event & Experiential Design
We believe every touch point should be an experience. We have unique expertise in creative, strategy and execution to produce memorable events that make an impact whether it be for the fan or for the sports team itself.

Sub Services:

  • B2B and B2C Hospitality
  • Meeting Planning and Execution
  • Product Launch Events
  • Sports Presentation
  • CSR/SI Initiatives
  • Staff Days
  • Press Conferences
  • Training Camps
  • Experiential Ideation & Concepting
  • Experiential Design
  • Mobile Tours
  • Digital Event Installations
  • Event Production & Footprint Activations
Everything at SDI Sports starts with research and is a main pillar in how successful we are with our clients. Understanding consumer insights on a regular basis and the motivations behind fandom choices, sport consumption patterns, the impact of cultural influences, and an appreciation for how fans discuss and share their passion is paramount to work in this field.

We conduct custom quantitative and qualitative research initiatives for our own knowledge and understanding as well as deliver custom research should the client wish to look at something in a little more detail.

Sub Services:

  • Primary Research
  • Syndicated Research
  • Online fan surveys
  • Intercept surveys
  • Phone interviews
  • Focus groups
  • In-depth interviews
  • Engagement journals and diaries
  • Sponsorship Portfolio Audit & Analysis
  • Questionnaire/Survey
  • Academic Publication

Case
Studies

Executive Vice President
Striker

Nigel
Scott

Executive Vice President
Striker

Nigel
Scott

About

As club captain of SDIsports, Nigel is a genuine people leader with an eye for compelling narratives, gripping emotional connections and creating thought provoking experiences & content in the world of sport.

Senior Director,
Point Guard

Patricia
Jaecklein (PJ)

Senior Director,
Point Guard

Patricia
Jaecklein (PJ)

About

An authentic leader with 15+ years experience working with premier North American and Middle Eastern clients. PJ provides strategic advisement for brands, leagues and associations with regards to Marketing Communications, Brand Positioning, Sponsorship, and Experiential solutions.

Director,
Forward

Joe
Hughes

Director,
Forward

Joe
Hughes

About

Joe has called Qatar home for 25 years and in doing so he’s been part of a nation with big aspirations in sport. A massive sports fan, with a soft spot for the beautiful game and its fan base, Joe provides strategic thinking to those wanting to build their brands around sport.

Manager,
Goalkeeper

Mustafa
Salih

Manager,
Goalkeeper

Mustafa
Salih

About

A management consultant who is focusing on bringing sports to its fans. He firmly believe that while passion, does indeed have a funny way of trumping logic, why not have both?

Manager,
Quarterback

Basel
Al Akkad

Manager,
Quarterback

Basel
Al Akkad

About

He’s like that guy that knows everything. But what Basel really loves his data/insights. With his soft spot for football he has managed to make a career out of being the go-to on how global leagues and federations are running their commercial strategies. He Loves a shawarma too.

Director,
Full Back

Sam
Buckett

Director,
Full Back

Sam
Buckett

About

Experienced in-house and agency sport professional with a background in PR, marketing and partnerships. Sam’s worked with clubs, associations, broadcasters and sponsors across the football industry. When he’s not doing that, he’s watching his beloved Oxford United and Liverpool.

Nigel
Scott
Patricia
Jaecklein
Joseph
Hughes
Mustafa
Salih
Basel
Al Akkad
Sam
Buckett

Contact Us

Offices

CANADA
175 Galaxy Blvd #202
Toronto, ON
M9W 0C9

DOHA
Office No S-15 2nd Floor
Sport Accelerator
Aspire Zone Al Waab, No
364 Baaya. No 54

Work Hard

Stay Hungry