Rodrigo Coelho appointed Managing Director of Sid Lee Sport Canada 

Coelho to lead Canadian expansion and drive growth for the Sid Lee Group’s dedicated sport sponsorship practice.

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 Coelho (Credit: Sid Lee Sport)

Coelho, who will be based in Sid Lee’s 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. He will report to Sid Lee Sport’s Global CEO, Stephen Hall.

Coelho, 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 – 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, Coelho 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.

“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,” Coelho added.

“We launched Sid Lee Sport to be unique in the market – a sports marketing agency combining the group’s DNA as a creative powerhouse with deep sponsorship and activation expertise. Rodrigo has an exceptional track record working with major global properties combined with his deep strategic expertise, this aligns perfectly with our mission and growth strategy, for which the Canadian market is a cornerstone,” said Stephen Hall, Global CEO of Sid Lee Sport.

Following Tom Ramsden’s appointment as its U.S. Managing Director in June 2025, Rodrigo’s hire reinforces Sid Lee Sport’s commitment to expanding its footprint and capabilities in key markets.

Sid Lee Sport launched in April 2025 as the dedicated global sports practice of leading multi-disciplinary creative agency, Sid Lee. Headquartered in London, with offices in New York, Los Angeles, Montreal and Toronto, the agency counts Tommy Hilfiger, Visa, UEFA, OPPO, and Lidl amongst a growing roster of top-tier brands and rights holders benefiting from the agency’s specialist sponsorship, creative, and operational expertise.

Sid Lee Sport is a member of kyu, a collective of top-tier global creative companies established by Japanese advertising giant Hakuhodo DY Holdings in 2014 to invest in all forms of creativity, innovation, and international growth.

Source: Sid Lee Sport

  Hakuhodo DY Holdings, kyu, Rodrigo Coelho, Sid Lee Sport, Stephen Hall