ABOUT EVENT:
Connecting Brands with the Power of Sports: Membership Luncheon | CEBL CW25
Panelists:
- Cheryl Sebastian, Head of Partnerships, NBA Canada
- Michael Bartlett, President & CEO, Canada Basketball
- Mike Morreale, Commissioner and Co-Founder, Canadian Elite Basketball League
- Norva Riddell, Senior Vice President of Sales & Chief Revenue Officer, True North Sports + Entertainment
On November 30, 2022, the Winnipeg Sea Bears (WSB) played their debut game at Canada Life Centre, quickly creating die-hard fans and becoming somewhat of an overnight sensation in our city.
Now, with two seasons under their belts, they’ve succeeded in turning that spark into a sustained community of passionate, loyal supporters. And through their exciting game day theatrics and flair, they’ve also helped to generate a surge of activity in our downtown during the summer months, creating a new revenue stream that trickles down to the countless local businesses.
As they eye 2025, however, the WSB are not only preparing to win games and build on the impact they’ve had in the city — they are also gearing up to host the Canadian Elite Basketball League’s (CEBL) Championship Weekend from August 21st to August 24th, which will feature a weekend-long festival, live entertainment, playoff basketball, and much, much more. As part of the festivities, we are thrilled to announce they’ll be joining The Chamber for a conversation about harnessing the power of sports partnerships for success on August 22, 2025, featuring speakers from the NBA, Basketball Canada, True North and the CEBL.
Join us on August 22, 2025, to learn how businesses forge relationships with athletes, teams and league reps to grow their brand for success.
PROGRAM
Friday, August 22, 2025 | 11:00 a.m. – 1:30 p.m.
RBC Convention Centre Winnipeg, South Building, York Ballroom 1, 375 York Ave.
REGISTER HERE
Member Rate: $100 + tax
Non-member Rate: $125 + tax
Tables of 8 and 10 also available for purchase
To learn more about the benefits of a Chamber membership, including discounted ticket rates click here.
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WHAT YOU SHOULD KNOW
Accessibility: We strive to host inclusive, accessible events that enable all individuals to engage fully. If you require accommodation please let us know when purchasing tickets.
Refund Policy: Refunds will only be issued with a minimum of 72 hours of notice before the event. Should you require a change of your ticket after that time, we kindly ask that you find a replacement for your ticket. If you have further questions, please direct them to [email protected]
ABOUT THE PANEL
As NBA Canada’s Head of Partnerships, Cheryl Sebastian is responsible for leading marketing partnerships and driving revenue for the league in Canada. In addition to overseeing the league’s new business, licensing and retail departments, Cheryl works hand-in-hand with internal stakeholders to enrich the fan experience through innovative programs, award-winning campaigns and major events with the dedicated support of the NBA and WNBA’s marketing partners in Canada.
Cheryl joined the league office in 2014, bringing more than 15 years of sponsorship experience across sports and entertainment industries to her current role. Prior to joining the NBA, Cheryl lead mass sponsorships for Rogers. She is a member of South Asian/Asian Pacific employee resource groups and actively participates in mentorship programs for the SMCC, WISE and Black Sport in Business organizations.
Michael Bartlett is currently President & CEO of Canada Basketball, a position he has held since October 1, 2021. He originally joined the organization in February 2021 as Chief Operating Officer (COO).
Over the course of the last two years, Bartlett has worked to establish stable funding for Canada Basketball through the launch of new event properties, including the inaugural GLOBL JAM, a first-of-its-kind
international basketball showcase in Canada, as well as commercial partnerships, from both traditional and emerging industries.
Prior to joining Canada Basketball, Bartlett spent more ten years in a variety of roles with Maple Leaf Sports & Entertainment (MLSE), including Vice President & Community Affairs & Events. His passion for giving back has also seen him help to raise close to $200 million to support local and national causes in a variety of professional and volunteer leadership positions and currently serves as Vice Chair of the Toronto Santa Claus Parade. Michael currently lives in Stratford with his wife Alissa, daughters Makenzie and Maggie, and son, Graeson.
Mike Morreale‘s visionary leadership of the Canadian Elite Basketball League (CEBL) is shaped by his diverse background as a professional athlete, the head of a professional players union leader, broadcaster, community advocate, and business executive. His people-first values have been key to building Canada’s largest professional sports league in under five years. Under his guidance, the CEBL has grown into a top global FIBA league, attracting players with NBA, NBA G League, and international experience, while maintaining a 73% Canadian athlete composition, the highest of any pro league in the country.
Morreale’s vision has led the CEBL to be one of the most innovative leagues worldwide, introducing unique features such as its own OTT platform (CEBL+), the option for players to be paid in cryptocurrency, and using a Target Score Ending for faster-paced games. The league also stands out with live DJ performances during games and faster gameplay using FIBA rules, differentiating it from the NBA and NBA G League.
A former standout CFL receiver with the Hamilton Tiger-Cats and Toronto Argonauts, Morreale’s career includes being the CFL’s Most Outstanding Canadian and earning a Grey Cup MVP title. He transitioned into business, with roles in real estate and aviation, before helping to launch the CEBL in 2019. Despite challenges posed by COVID-19, Morreale expanded the league, adding new franchises, securing major broadcast deals, and contributing to the success of Canadian basketball on the global stage. His long-term goal for the CEBL is to bring more basketball to Canadians, fostering growth from the grassroots to the professional level.
Since 2004, Norva Riddell has been an integral part of True North Sports + Entertainment, the Winnipeg Jets Hockey Club, and its subsidiaries starting as Vice President of Sales and progressing to her current role as Senior Vice President of Sales & Chief Revenue Officer. Throughout her 20-year tenure at True North, Norva has guided the organization through pivotal growth phases.
Her career, spanning over four decades, is distinguished by an unwavering commitment to building and nurturing strong partnerships. Known for her integrity, collaborative leadership, and trustworthiness, Norva has championed initiatives that not only boosted the organization’s bottom line but also forged lasting relationships with key stakeholders both locally and nationally. Prior to True North, she spent 20 years at Molson Breweries, where she excelled in a series of sales and leadership roles.
A proud Manitoban, Norva is deeply committed to giving back to her community. She serves as a board member of the True North Youth Foundation and volunteers with the Make-A-Wish Foundation as Co-Chair of the Trees of Joy event. Norva resides in Winnipeg with her husband, Rob Duncan.
