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Canadian.
Senior-led. 
Sports marketing and consulting agency helping brands, athletes, leagues, and organizations tap into the passion of sport.

Sports is the last monoculture. 

It remains one of the only shared global languages - cutting across borders, platforms, and fragmented media to create a collective cultural moment in real time. 

No ego. No fluff. 
Just people who know
what they're doing. 
 

Senior talent, always. All work grounded in strategy and engineered around great storytelling. Combined, we bring 50+ years work experience across brands, properties, leagues, NSOs and governments.  

Your Team

Ashley Curran, MBA

20+ Years in Strategy, Brand and Social Impact. Previously Head of Sport Partnerships at Canadian Tire where she led the game changing Women’s Sport 50/50 Pledge as well the brand and fundraising for Canada’s largest sport charity, Jumpstart. GBC 5 To Watch Winner. Experience includes NHL, PWHL, Olympics, World Cup, NSL, NBA, WNBA, CFL, NSOs and athletes. 

  • LinkedIn
  • Instagram

James Lamont

25+ Years in Marketing Communications and Crisis Management.  Award-winning work for prominent global and Canadian brands, properties and athletes. Clients have included: Labatt, Red Bull, RBC, UFC, Canadian Tire, Andre De Grasse, Christine Sinclair, NHL, NBA, CFL and CPL properties, NSOs and top tier Canadian agencies. 

  • LinkedIn
  • Instagram
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We’re straight shooters who know sport, show up when it matters, say what needs to be  said, and stay in it with you when things get hard. 

 

Our mission is to elevate your brand through strategic marketing and innovative solutions tailored to the sports industry.

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Built on trust, not theatre —  and grounded in a distinctly Canadian sense of accountability, grit, and respect. 

Services

Strategy &

Advisory

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Sidecar works with brands, founders and athletes to scale up their businesses. 

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  • Strategic Planning & Ideation

  • Portfolio Evaluation & Optimization

  • Crisis and Risk Management

  • Social Impact & Legacy Initiatives 

  • Specialty markets: Women’s Sports, Athlete-led Ventures, Emerging Sports, Public Private Ventures

Marketing &

Partnerships

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​Sidecar works with clients to embed sport into their marketing strategies.

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  • Brand & Campaign Strategy

  • Message Segmentation & Storytelling

  • Athlete & Influencer Engagement

  • Navigating IP rights & Sponsorships

  • Sponsorship Evaluation & Negotations

  • Ambush and Guerilla Marketing

  • Social & Digital Content Development

Communications

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Sidecar works with clients to build authentic communications strategies.

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  • Communications Strategy and Execution

  • Earned Media Integration and Management

  • Digital and Social Storytelling

  • Influencer Relations and Management

  • Crisis Communications

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