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Wakefield Canada Selects XMC to Manage Sponsorship Negotiations

XMC, a leading Canadian sponsorship and experiential marketing™ company is pleased to announce today that Wakefield Canada has selected XMC to manage its partnership negotiations with MLSE in connection with Wakefield’s sponsorship of the Toronto Maple Leafs and Toronto Raptors.

“XMC’s reputation for successfully negotiating complex sponsorships is second to none”, said Rob Fifield, Marketing Manager, Brand & Sponsorship. “As our brand evolves, our sponsorships need to evolve as well. We are excited that XMC will help us leverage our MLSE relationship to connect more deeply with consumers and elevate our position in the marketplace from top lubricant brand to a top automotive brand”.

Using its proprietary tools and unparalleled market knowledge, XMC will deploy its SAVANT™ methodology to achieve Wakefield’s objectives and exceed expectations. “ Wakefield’s Castrol brand is impressive and we look forward to restructuring Wakefield’s MLSE partnership to drive ROI and achieve overall marketing objectives”, said Pat McEleney, XMC’s EVP and Partner. “Simply put, we get deals done through our unique ability to Strategize, Assess, Valuate, Align, Negotiate and Transact (SAVANT), for the benefit of our brand clients."

Media Inquiries:

Melanie Smith


About XMC. Founded in 2006, the XMC Group of Companies and its dynamic team of industry professionals provide strategic counsel, negotiation, execution, data analytics and measurement of sponsorship and Experiential Marketing™ programs and services. By leveraging a shared passion for sport, music, culture and cause, XMC connects with consumers, creates deep engagement, and inspires target action. With over $1.5B in deals negotiated, activated and/or valuated, XMC delivers client success by taking ownership, inspiring confidence, and exceeding expectations.



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