5 to Watch - Canada's Sports Business Awards Returns for 2026

A Celebration of Canada's Rising Sports Business Leaders

TORONTO, Oct. 29, 2026 /CNW/ -- George Brown Polytechnic's (GBP) annual 5 to Watch, Canada's Sports Business Awards, will recognize an exceptional group of emerging leaders whose impact is shaping the future of Canada's sports industry.

Now in its 14th year, Canada's first and only awards show dedicated to advancing leadership in sports will celebrate individuals who are making significant contributions across the sports business landscape while supporting the next generation of talent through student bursaries and industry engagement opportunities.

The 5 to Watch awards series, presented by GBP in partnership with co-presenting sponsors Canadian Tire and TSN, recognizes exceptional early-career executives who demonstrate leadership, innovation, and significant achievements in the sports industry. Winners are selected by a panel of senior sports business executives and industry leaders.

The 2026 5 to Watch Award recipients:

• Diana Brenchley - Director, Marketing Activation - FIFA World Cup 2026, The Coca-cola Company
• Mitch Sharma - Director, Partnership Marketing, National Hockey League
• Nithya Ramachandran - President & CSO, T1 Agency
• Samantha Rogers - VP Philanthropy, Canada Soccer
• Whitney Bell - Chief Marketing Officer, Toronto Tempo

In addition to the five core award recipients, the program will honour three distinguished leaders for their exceptional contributions to the sports industry.

Additional 2026 award recipients:

• Alumni Achievement Award – Fraser Gillan, Director, Event Experience, MLSE
• Nathalie Cook Canadian Women & Sport Disruptor Award – Shireen Ahmed, Multiplatform Journalist, Senior Contributor- CBC Sports, Instructor of Journalism and Sports Media- Toronto Metropolitan University
• Chris Lang Lifetime Impact Award – Stacey Allaster, Former Chief Executive, U.S. Professional Tennis & US Open Tournament Director, U.S. Tennis Association

"Each year, 5 to Watch celebrates difference-makers from the world of sports," said Dr. Ana Rita Morais, Dean, Faculty of Business, Creative Industries and Culinary Arts, George Brown Polytechnic. "George Brown Polytechnic is proud to celebrate professionals who are making a meaningful impact today while helping create opportunities for the students who will shape the future of the industry."

"We are pleased to recognize these executives who exemplify excellence in the Canadian Sports Business industry. Thanks also to the corporate partners financial support that contributes to 20+ annual student bursaries awarded through the 5 to Watch program", said Mike Fenton, 5 to Watch Co- Chair. 

"As a founding partner of the 5 to Watch Awards, TSN and RDS are proud to support the next generation of leaders shaping Canada's sports industry. We congratulate Shireen Ahmed on being recognized as this year's recipient of the Nathalie Cook Disruptor Award. This award honours individuals whose innovation, leadership, and vision are driving meaningful change in our industry, and it represents a well-deserved celebration of Shireen's many accomplishments as a journalist, public speaker, and activist," said Shawn Redmond, Vice President, Bell Media Sports.

Since its launch in 2012, 5 to Watch has raised more than $640,000 in support of George Brown Polytechnic students, providing $150,000+ in bursaries to date. All proceeds from the 2026 awards will benefit students at George Brown Polytechnic, helping to nurture the next generation of industry leaders.

About 5 to Watch – Canada's Sports Business Awards

Launched in 2012, 5 to Watch is Canada's only awards program dedicated to advancing leadership in sports business. Over the past 13 editions, the program has honoured 66 sport business executives, attracted 5,000+ attendees, and built a reputation as a "must-attend" industry event. In addition to the five core awards, the program recognizes alumni, women disruptors, and lifetime achievers who have made significant contributions to the sports sector.

For more information, visit www.georgebrown.ca/5towatch

SOURCE George Brown Polytechnic

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