MVP Sports Marketing

What MVP Sports Marketing does

MVP Group Agency Inc., operating as MVP Sports Marketing (also branded Groupe MVP / MVP Group), is a Montreal-headquartered sports marketing agency founded in 2019 that connects corporate brands with professional athletes, Olympians, and sports personalities for paid endorsements, speaking engagements, corporate event hosting, and social media campaigns. The firm positions itself as a leading sports marketing agency in Quebec and operates bilingually in French and English, serving Quebec and broader Canadian corporate marketing buyers. Its managed talent roster spans NHL players (Nick Suzuki, Patrik Laine, Lane Hutson, Zachary Bolduc), Olympic medalist Pierre Lavoie, MMA fighter Georges St-Pierre, boxers, soccer players, and sports media personalities. Five discrete service lines are offered: Brand Ambassadors & Spokespersons, Keynote Speakers & Motivators, Guest of Honor & Corporate Event Hosts, Sports Influencers & Social Media Strategies, and Corporate Events & Team Building.

There is no proprietary technology platform or software layer underlying the business; operations run as a traditional talent representation and matchmaking intermediary using direct enterprise field sales (phone, email, website). The agency is supported by a small team (1-10 employees) with offices in Montreal (headquarters), Toronto, New York, and Las Vegas, signalling a deliberate North American cross-border posture rather than a Quebec-only operation.

The revenue model is professional services: agency fees are charged on a project-by-project, custom-quoted basis for each athlete-brand engagement, with no disclosed subscription, retainer, or platform-pricing tier. The active client base spans financial services (Scotiabank, Desjardins, CIBC), automotive retail (ALBI Le Géant, Genesis Laval), quick-service restaurants (McDonald's, Subway), grocery and food (Metro, GoodFood, Uber Eats), fashion and beauty (Au Noir, L'Oréal Canada), healthcare (LASIK MD), and gaming/hospitality (Casino de Montréal), indicating a multi-vertical book of business rather than dependence on a single category.

Name

MVP Sports Marketing

Legal name

MVP Group Agency Inc.

Website

https://mvpsportsmarketing.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

MVP Sports Marketing is a Montreal-based sports marketing agency that connects corporate brands with professional athletes, Olympians, and sports personalities for brand ambassadorships, speaking engagements, and corporate events across Quebec, Canada, and select US markets.

Ownership category

akta.pro rank

Product category

Sports Marketing Agency Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Sports Marketing, Sponsorship Sales & Activation (MPAKAKAB)

akta.pro secondary industries

Athlete Marketing, Endorsement & Sponsorship Representation (MPAKAMAC), Athlete & Talent Representation (Agents, Managers) (MPAKAKAA), Athlete Endorsements & Brand Ambassador Programs (MPAKALAD)

Keywords

• Sports marketing agency
• Athlete brand ambassadors
• Sports celebrity booking
• Corporate event speakers
• Athlete influencer partnerships

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Sports Marketing Agency Services: MVP Group generates revenue by connecting brands and companies with sports celebrities for various marketing and promotional purposes. Revenue is derived from agency fees for booking athletes as brand ambassadors, speakers, hosts, and guests of honor for corporate events, advertising campaigns, and media appearances. The company acts as an intermediary facilitating partnerships between businesses and athletes.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

MVP Sports Marketing is a sports marketing agency that connects corporate brands with professional athletes, Olympic medalists, and sports media personalities for brand ambassadorships, spokesperson roles, keynote speaking, corporate event hosting, social media influencer campaigns, and team building events. Services are tailored through strategic consultation and delivered via direct client engagements across Quebec, Canada, and the United States. The agency also produces custom events such as charitable hockey challenges for its brand partners.

Product overview

MVP Sports Marketing operates as a sports marketing agency offering a portfolio of services centered around connecting businesses with professional athletes, Olympians, and sports celebrities. The core offerings include Brand Ambassadors & Spokespersons Services, Keynote Speakers & Motivators, Guest of Honor & Corporate Event Hosts, Sports Influencers & Social Media Strategies, and Corporate Events & Team Building. The company specializes in Quebec and Canadian sports markets, providing access to Montreal Canadiens legends, Olympic medalists, MMA fighters, boxers, and other sports personalities for brand partnerships, motivational speaking engagements, and corporate event entertainment.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Ambassadors & Spokespersons Services Connects businesses with professional athletes and sports celebrities to represent their brands through advertising campaigns, media appearances, and public relations activities.
• Keynote Speakers & Motivators Service Provides access to sports celebrities for corporate conferences and events to inspire and motivate audiences on topics including leadership, perseverance, team spirit, and communication.
• Guest of Honor & Corporate Event Hosts Service Offers professional athletes and sports celebrities to serve as guests of honor or emcees at corporate events, conventions, and celebrations.
• Sports Influencers & Social Media Strategies Service Facilitates social media marketing campaigns by connecting brands with sports influencers who have authentic profiles and large follower networks on platforms like Instagram, Facebook, TikTok, and Twitter.
• Corporate Events & Team Building Organizes customized sports events and team building activities featuring sports icons for companies seeking to create unique experiences for clients, partners, or employees.

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• LASIK MDcoreGTM or Marketing Partner · 7 April 2026LASIK MD partnered with Pierre Lavoie as brand ambassador for a vision correction campaign targeting adults aged 50+. Pierre Lavoie underwent Refractive Lens Exchange (RLE) procedure at LASIK MD and now promotes the clinic's services for age-related vision correction. The partnership includes a Quebec-wide advertising campaign featuring Lavoie discussing his positive RLE experience. LASIK MD operates 30+ clinics across Canada and the US, having performed 2+ million procedures.
• Au NoircoreGTM or Marketing Partner · 15 December 2025Au Noir, a Quebec-based menswear brand, partnered with Zachary Bolduc (Montreal Canadiens forward) as brand ambassador for a national campaign. The campaign featuring Bolduc airs on television (RDS, TVA Sports), web, and social media platforms, showcasing Au Noir's clothing line including shirts, blazers, polos, and pants. MVP Sports Marketing facilitated this collaboration.
• HushcoreGTM or Marketing Partner · 4 August 2025Hush (Canadian sleep and wellness brand founded 2018) partnered with Lane Hutson (Montreal Canadiens NHL rookie) for a Hockey Skills Challenge event benefiting Ronald McDonald House Montreal. The partnership includes charitable initiatives, VIP experiences, and brand visibility for Hush products. MVP Sports Marketing produced the event.
• ALBI Le Géant & Genesis LavalcoreGTM or Marketing Partner · 1 November 2024Patrick Laine (Montreal Canadiens forward) partnered with ALBI Le Géant car dealership group and Genesis Laval. As part of the partnership, Genesis Laval provides a Genesis GV70 vehicle to Patrick Laine during his hockey season and knee rehabilitation. Patrick makes corporate appearances as part of the collaboration.
• Uber EatsminorGTM or Marketing PartnerUber Eats collaborated with MVP Group and Mosaic agency to bring together hockey legends Patrick Roy and Mario Tremblay for an event.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Rep1 Sports: Boutique athlete representation and brand-marketing agency with a growing NFL and sports-entertainment roster. Smaller and more focused than Wasserman/Octagon, making it a size-and-stage comparable rather than a scale competitor.
• Game Seven Marketing: Canadian-rooted sports and entertainment marketing agency working with athletes and brands on partnerships, content, and activations. Geographic and cultural adjacency makes it a useful regional comparable against MVP's Quebec stronghold.

Direct peers

• Octagon: Worldwide sports marketing and athlete representation agency owned by Interpublic. Directly competes for the same brand ambassador, sponsorship activation, and corporate event-booking mandates MVP serves, with overlapping client categories in QSR, financial services, and consumer brands.
• Priority Sports & Entertainment: Chicago-based sports agency with one of the largest NHL player-representation practices in North America. Most direct head-to-head threat for the hockey roster side of MVP's business, and similarly bundles endorsements, events, and corporate appearances around represented athletes.
• Excel Sports Management: Athlete representation and sports marketing agency with major golf, tennis, and NHL clientele. Shares MVP's athlete-rep + brand-marketing hybrid model, including event services and corporate speaking; relevant peer for bench depth and commercial partnership structuring.
• Wasserman (The Wasserman Group): Global sports marketing, athlete representation, and sponsorship agency with deep NHL and Olympic athlete management rosters. Closest direct comparable in business model — agent commissions on athlete bookings and brand-athlete partnerships — but operating at vastly greater scale and with proprietary analytics capabilities.

Broad incumbents

• Endeavor (WME Sports): Global talent representation, sports, and entertainment group encompassing WME and IMG. Operates athlete representation and brand-partnership services at scale across multiple sports, directly comparable in function but with a much broader portfolio (media rights, events, fashion) than MVP.
• Creative Artists Agency (CAA Sports): Talent and entertainment mega-agency whose CAA Sports division handles elite athlete representation and sports marketing across global brands. Competes on marquee athlete deals and enterprise sponsorship strategy; broader, multi-vertical incumbent versus MVP's sports-specific focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mvpsportsmarketing

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MVP Sports Marketing