Meet Our Team


Aaron Soroka

Chief Operating Officer

Aaron has over 20 years of leadership experience in sports marketing, developing best-in-class guest experiences, retail operations and overall business management and development. Aaron’s specialties include: marketing, communications, management of comprehensive national and international sponsorships, business development, logistical management, team leadership, financial oversight, and event and promotional programs.


Michael Miller

Vice President

Outstanding track record in Experiential Marketing, Sports Partnership, Sponsorship and Media Sales. Persuasive communicator, relationship builder and negotiator with well-established agency and client direct relations stemming from more than a decade in Sponsorship and Media sales. Proven ability to formulate and implement creative sales strategy in line with business objectives. While also motivating and leading a team of sales reps and coordinators. Strong business development skills while always looking for ways to grow the business. Big proponent of company and group culture as well as building brand passion and loyalty among employees


Joel Roberts

Director, Business Development

Joel has over a decade of experience selling sponsorship, suites and premium seating over a variety of sport teams and events. Joel’s specialties include: sales, business development, relationship management, strategy, marketing, team leadership, regional and national partnership relations. A solution based strategic thinker with a passion for delivering results, he works with clients to find innovative and insightful programs that provide a positive ROI and impactful long term benefit.


Carolyn Lee

Director, Sales & Strategic Partnerships


Matthew Wilkes



Our Founders and Advisors


Steven Lewis

Oversees all aspects of Sponsorship Canada's proposition and delivery

Steven co-founded Sponsorship Canada in 2006 and has managed the company's growth from local upstart to full national agency status. With over twenty-five years of experience in sports and entertainment, he has developed meaningful and lasting relationships with many of Canada's leading brands and their agencies. Key to Sponsorship Canada's success has been his guidance on the strategy, valuation and execution of many of our successful property relationships.


Peri Luel

Responsible for Sponsorship Canada's evolution and destiny

A leader in the discipline of sponsorship strategy, valuation and naming rights for 25+ years, Peri is well known in North America for his expertise in the area of creating and managing partnerships. He has been responsible for the creation, development and funding for an army of Canada's leading properties. His passion for the business and ability to create brand partnerships has earned him an unparalleled industry reputation. A dynamic leader and catalyst of new ideas and strategic thinking, Peri has led Sponsorship Canada's team since its inception.