XMC
Patrick McEleney currently serves as the Executive Vice President and Partner at XMC, a leading sponsorship and experiential marketing agency in Canada, a position held since November 2018. Prior to this role, Patrick held the title of Vice President - Partnerships and Events at Canadian Tire from January 2015 to October 2017. Patrick also served as the Executive Director for the 2015 and 2017 IIHF World Junior Championships at Hockey Canada from July 2013 to January 2015. Earlier in Patrick's career, a substantial tenure at Molson Coors Canada spanned from September 1997 to December 2012, during which time roles included Senior Director of Sports and Entertainment, Director of Sports and Entertainment, and Senior Manager of Marketing.
XMC
Founded in 2006, XMC is a proudly independent agency that provides strategic counsel and execution of bespoke Sponsorship and Experiential Marketing™ programs for over 25 world-class companies. XMC collaborates with clients to create powerful integrated marketing campaigns shaped by strategic insight, defined by meaningful execution, and supported by proprietary business tools and analytics. With a head office in Toronto, 60+ full-time employees, and a roster of 2,500 part-time employees across the country, the XMC Group of Companies includes XSS (national staffing solutions), REVXM (turnkey digital and event production services), XMC Promotions (branded products), and Sponsorship Canada (sponsorship valuation, naming rights and brokerage services). Our team has nurtured XMC’s culture—from the people we seek to attract and fiercely retain, to the sponsorship, Experiential Marketing™ and field marketing methodology and processes we’ve trademarked and employ. We have valuated and negotiated some of the highest profile strategic partnerships and naming rights deals in Canada and facilitated game changing endorsement arrangements while building rigor and driving ROI for our blue chip and upstart clients. XMC is the official Sponsorship and Experiential Marketing™ Agency.