Rodrigo Coelho Named Managing Director of Sid Lee Sport Canada

​Sid Lee Sport has named Rodrigo Coelho as its managing director for Canada, where he will lead the group’s sport sponsorship practice and strategic growth objectives in the market.

Rodrigo, who will be based in Sid Lee’s Queen Street Toronto office, is tasked with developing and leading the local strategy, building new partnerships to help brands and properties maximise their investment in sport, whilst cementing Sid Lee Sport’s reputation within the market and sponsorship community.

Rodrigo will report to Sid Lee Sport’s global CEO, Stephen Hall, in London and Marie-Lise Campeau, Sid Lee’s global CEO, also based in Canada.

Rodrigo, who has overseen Clio and Effie-award winning campaigns during his career, brings a wealth of global experience to the position, having worked across diverse cultures and regions including Brazil, Japan, the US, and the UK.

For the past four years, Rodrigo served as managing director and VP of strategy for Momentum Worldwide Canada - the global experiential marketing agency steeped in sponsorship architecture, strategy, activation, and amplification - based in Toronto. Rodrigo previously served as head of sponsorship strategy for Momentum Brazil.

Throughout his career, Rodrigo has led major brand partnerships for global sporting events, including the FIFA World Cup and the Olympic Games, as well as local properties such as the NHL and MLS. His sector experience spans automotive, banking, CPG, and betting, where he has consistently focused on leveraging fan-centric insights to achieve success for clients.

“We launched Sid Lee Sport to be unique in the market - a dedicated sport sponsorship agency combining the group’s DNA as a creative powerhouse with deep sponsorship and activation expertise. Our clients value the approach and Rodrigo’s hire underscores Sid Lee Sport’s global growth strategy, for which the Canadian market is a cornerstone,” said Sid Lee’s global CEO, Marie-Lise Campeau.

“I’m proud to join Sid Lee Sport, a team of global sponsorship experts - supported by the Group’s award-winning Canadian-based strategic and creative talent - who collectively understand the complex sports marketing landscape and are committed to challenging the status quo,” commented Rodrigo Coelho.

“The goal of Sid Lee Sport globally is to merge the group’s creative heritage with strategic fan understanding, deep sponsorship expertise, and a culture of effectiveness, to drive measurable impact for our clients. I look forward to sharing this unique approach with brands and properties in the Canadian market,” Rodrigo added.

“Rodrigo has an exceptional track record working with major global properties - including the FIFA World Cup and Olympic Games - combined with his deep strategic expertise, this aligns perfectly with our mission to build a new breed of agency,” said Stephen Hall, global CEO of Sid Lee Sport.

Sid Lee has a 30-year history of producing award-winning creative work for leading global sports clients such as the Toronto Raptors (We The North), adidas (adidas’s House Party), Yahoo! Sports, and the NBA, and has held a foothold in the European sports market since the group’s merger with UK sponsorship and event agency Infrared in 2021.

Last year, the group expanded its London-based operations to launch Sid Lee Sport as a global sport sponsorship practice. Tommy Hilfiger, Visa, UEFA, OPPO, and Lidl are amongst a growing roster of top-tier brands and rights holders benefiting from the agency’s specialist sponsorship, creative, and operational expertise.

Following Tom Ramsden's appointment as its US managing director in June 2025, Rodrigo’s hire reinforces Sid Lee Sport’s commitment to expanding its footprint and capabilities in key markets.