“It Feels Like the Perfect Homecoming”: Rodrigo Coelho Discusses His Move to Sid Lee Sport Canada
Earlier this month, Sid Lee Sport Canada kicked off its 2026 operations by announcing the arrival of a new managing director, Rodrigo Coelho. Mandated with leading the group’s sports sponsorship practice and growth objectives, the goal from day one was very simple: cement the agency’s reputation within the market by combining Sid Lee’s creative DNA with sport sector expertise.
A crucial piece of the puzzle for Sid Lee Sport’s overall growth – with Canada being a critical market for its long-term plans – Rodrigo came aboard with a wealth of expertise, having worked on sports properties like the FIFA World Cup and Olympic Games. However, having previously served as managing director and VP of strategy at Momentum Worldwide Canada, the ability to present a unique approach based on insights gained from both national and international experiences is something that he, and the agency, are eager to explore.
To learn more about his aims, ambitions, and how his past experiences are priming him for this next chapter, LBB’s Jordan Won Neufeldt sat down with Rodrigo for a chat.
LBB> Rodrigo, congratulations on your new position! How are you feeling right now, and what does this opportunity mean to you?
Rodrigo> To lead a sports agency backed by a creative powerhouse like Sid Lee, with so much heritage in the space and a global team of talented sponsorship experts, is a rare opportunity. It feels like the perfect homecoming, not to mention at a very opportune time – right when Canadian sports culture is exploding. I feel excited about the opportunity to pioneer a new breed of full-service agency dedicated to helping brands truly belong in sports. I’m ready to prove that creativity is the most undervalued asset in sponsorship, and to move the needle beyond visibility results.
LBB> In your eyes, what are the immediate priorities for Sid Lee Sport in Canada?
Rodrigo> The priority is clear: in partnership with brands and properties, I hope we can elevate how sports marketing is activated in Canada beyond media placement, and move toward bespoke asset creation. Sport plays a meaningful and central role in people's lives, whether for entertainment, active lifestyle or social reasons, and it’s an incredible opportunity for brands to create connections that transcend transactional value.
My immediate goal is to prove that creative execution which aims for fame amongst fans is the most effective way to drive sponsorship ROI. We’re starting by helping our clients look at their current portfolios and asking, ‘Is this asset working for you? Are your sports investments limited to reach results, or are they impacting your relevancy?’.
LBB> And what will it take to accomplish these goals? Do you have overarching aims for 2026?
Rodrigo> Success for me isn't just about quantity in our roster of clients, but shifting the market’s expectations. We have the 'We The North' benchmark in our DNA – that’s a high bar. My goal for 2026 is to establish Sid Lee Sport as the definitive destination for creative effectiveness. We aren't bound by having to adapt to the market through a surge of sports initiatives. We’re here to intentionally redesign it.
LBB> With that in mind, what’s your perception of the state of sports marketing nationally at the moment? What are the main factors influencing creativity in this sector?
Rodrigo> There’s some great work coming out of Canada already, whether it’s in more established spaces like men’s hockey, or emerging ones like the new Northern Super League, or the upcoming launch of the Toronto Tempo. But, there’s still a lot of ‘category wallpaper’ – a lot of logo-slapping, and a general treatment of sport sponsorship as media placement only. I think the main reason is because an agency that merges true creativity with sponsorship marketing knowledge hasn’t existed… until now.
LBB> Given this belief, what makes the Canadian market so vital for operations and proving Sid Lee Sport’s difference?
Rodrigo> Beyond global events coming to North America, Canada is at the forefront of modern fandom. Here, we see people following both local and global sports. Take, for example, the fact that soccer is the biggest participatory sport in Canada, mixed with the resurgence in fandom for baseball thanks to the Blue Jays’ World Series run last year. These two instances showcase the importance of sport for both Canadians and newcomers. Sport is usually the most exciting thing happening in town, and it plays a central role in conversation and engagement. That’s why it’s such a rich trick in the marketing toolbox.
LBB> Given your international experience, how will your approach to capitalising on local sports sentiment compare to your work in other markets? What does it take to cut through here?
Rodrigo> Unlike the European market, which has multiple teams in one country for the same sport, a partnership with a Canadian pro team often grants you access to a massive regional or national demographic. We also have a ‘New Canadian’ segment that represents the fastest-growing fan base in North America. For example, you have a unanimous passion for hockey, but you also have a massive population of immigrants who want to belong and can’t wait to understand the game’s rules.
To resonate here, you have to speak Canadian, which is a dialect made of many different languages. To succeed here, you need to understand the broader sociological makeup of the country, and not just the TV ratings.
LBB> Moving over to you, what have your first few days at the agency been like? After an extended period with Momentum, how are you finding the culture at Sid Lee?
Rodrigo> I am extremely grateful for my 15-plus years at Momentum, where I was exposed to so many talented people, both at the agency and on the client side. My experience there gave me the skills and the global perspective that have prepared me to step into as innovative a company as Sid Lee Sport.
As for here, there’s an eagerness to break the ordinary that is truly infectious. It’s inclusive, it’s borderless, and it’s deeply rooted in fresh, big ideas that function like an ecosystem. It’s re-energising to be in an environment where the first question is, ‘How do we make this famous?’.
LBB> You mentioned prior experience preparing you for this role – what are some of the key learnings that have helped you since coming over?
Rodrigo> People that have worked with me before know that I love the work. I love to exercise creativity, and I care deeply about the client’s challenges and goals. Over the years, I have accumulated a repertoire of multiple industry segments, and learned nuances of business that have pushed me to develop ideas and strategies that move the needle. I’ve also had the privilege of dedicating a big part of my career to sports and global events, like the World Cup and the Olympics.
These experiences have provided me with skills that are essential to leading work in the complex and highly-competitive field of sports marketing. Most of all, this is an industry made by people, for people. Having experiences leading high-performing, motivated teams, in multiple countries and cultures, has given me the ability to always be learning and recognise that no great work is accomplished by one. This industry is truly a team sport.
LBB> What are you most excited about with regards to the coming year? Are there any brands you’re especially excited to help, or sporting events you’re hoping to build around?
Rodrigo> The industry is massive, and I hope to contribute to a diverse set of challenges and opportunities. From brands that are evaluating their way into sports, to those re-evaluating their sponsorship portfolio; brands that are already endemic to sports but are trying to reinject energy into their fan connection, to teams, leagues or athletes that want to behave like brands and increase the depth of their followership, it’s a game of relevance. So, having the opportunity to help them play at the highest level is what I hope to help them achieve.
LBB> Finally, given your position, what’s your favourite sport, both from a marketing stance, but also for personal enjoyment?
Rodrigo> Football is my favourite sport, not by choice, by DNA. I’m from Brazil, and there’s no other way I could answer this question.
Professionally? The Olympics and Paralympics. I was a torchbearer for Rio 2016, so I’ve literally carried the movement’s flame, and intend to keep it alive and strong.
Finally, I grew up very closely connected to women’s sports, and feel we are living at an inflection point that is going to rewrite the rules of this game. I want Sid Lee Sport to be holding the pen.
