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 CEO, 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 stems from his extensive experience as a professional athlete, head of a professional players union, broadcaster, community leader, and successful business executive. That breadth of experience, along with people-first core values, has enabled Morreale to form a strong foundation for Canada’s largest professional domestic league of any sport in less than five years.
Under Morreale’s leadership, the CEBL has established itself as among the best of the pro basketball leagues around the world. It is the top FIBA league in the world playing during the spring and summer months, drawing players with experience in the NBA, NBA G League, other top international pro leagues, and with leading NCAA and U Sports programs. The CEBL has the highest percentage of Canadian athletes of any pro league in the country, with 71% of its players being Canadian.
Morreale’s vision has resulted in the CEBL being one of the most innovative pro sports leagues in the world as evidenced by having its own OTT platform, CEBL+, by being the only pro sports league in North America to offer its players the choice to be paid in cryptocurrency, by being the only FIBA league in the world to use a Target Score Ending rather than a game clock to end its games, by engaging a live DJ to perform courtside during the entire game action, and by utilizing FIBA rules for a faster paced and shorter game than the NBA or NBA G League games.
Morreale was a standout receiver for 12 seasons in the Canadian Football League, eight with his hometown Hamilton Tiger-Cats and four with Toronto. He was a member of Grey Cup champion teams in 1996 and 1999, earning Grey Cup Canadian MVP honours in 1999. The McMaster University graduate also earned the CFL’s Most Outstanding Canadian award in 1998, and the Tom Pate Award for outstanding sportsmanship and contributions to his team and community in 2000. He served as player representative with the CFL Players’ Association, as vice president of sales and marketing for the players’ association, and in 2012 he was elected as the ninth president in the history of the CFLPA.
A popular public speaker, Morreale has worked as a broadcaster with TSN, Sportsnet, CBC, The Score and with the Tiger-Cats. He launched his business career while still playing in the CFL as an owner with the Philthy McNasty’s Restaurant Group. He later served as director of business development with the FCT group of companies, a leading provider of real estate technology in Canada. It was while Morreale was director of business development with AirSprint, an aviation company delivering private jet ownership options, that he met CEBL founder Richard Petko.
Petko and Morreale began discussions that led to the concept of the CEBL, which launched in May of 2018 and began play in May of 2019 with six original franchises. Under Morreale’s leadership the CEBL was the only pro sports league in Canada to grow during the two years that Covid-19 severely impacted sports globally, and it was the first pro sports league to return to play in Canada after the pandemic shut down sports in March of 2020 and the first to welcome back fans to arenas in 2021. He forged a multi-year partnership with CBC that put the game in front of viewers across Canada starting with the 2020 season followed by a three-year partnership with TSN starting in 2023, and with digital and linear carriers that have streamed the games to basketball viewers around the world.
Despite the impact of Covid-19, the CEBL returned to form in 2022 and expanded to ten franchises in 6 provinces for the 2023 season with 14 CEBL players securing NBA contracts in the last two years. The CEBL impact goes beyond the CEBL season as 20+ CEBL players contributed to the Men’s FIBA World Cup qualifying rounds which led to a best-ever bronze medal at the 2023 World Cup and a berth in the Olympics for the first time in 20+ years.
Morreale’s long-term vision for the CEBL includes “more basketball” across Canada, in more markets and with more accessibility. The CEBL is a global league that also represented Canada in the FIBA Basketball Champions League of Americas while serving at the forefront of developing all aspects of the fastest-growing sport in Canada from grassroots basketball to the professional ranks.
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.
