We understand the athletes, communities and moments that give sport its meaning. We use that insight to bring talent, brands and audiences together through trusted relationships and experiences that matter.
The people.
The perspective.
The execution.
UpNext is built on decades inside sport and the culture around it: the courts, the communities, the music, the media and the moments that connect them.
That insight shapes everything we do. We recognize potential early, understand the communities around it and bring the right people together to move it forward through practical strategy and execution.
Basketball is our deepest foundation. Our perspective reaches across sport, entertainment, business and culture.
Meet the people behind UpNext ↗Connected expertise. One team to bring it together.
Identify emerging potential through direct observation, developmental judgment and trusted relationships with athletes and families. Build a thoughtful path from ability to opportunity.
Talent identificationDevelopment strategyAthlete brand foundations
Talk talent with us ↗Sport is more than the game. It lives in neighbourhoods, music, fashion, media and the communities that grow around athletes. We help brands understand that culture and earn a credible place in it, turning audience insight, performance and identity into stories and strategies that resonate.
Sport culture insightBrand positioningContent & storytellingCommunity connection
Tap into the culture ↗Develop experiences that connect people to sport, entertainment and community. Bring concept development, production planning, sponsorship and audience engagement into one coordinated approach.
Event developmentProduction strategyCommunity & market activation
Create an experience ↗Connect brands, talent and properties around shared goals. Curate the right fit, define the opportunity and coordinate delivery so a strong introduction becomes a working partnership.
Brand partnershipsSponsorship strategyOpportunity development
Explore a partnership ↗A fast-maturing market built around athletes, audiences and commercial value.
NIL has become a professional athlete-marketing ecosystem. UpNext combines early talent intelligence, trusted athlete relationships, cultural insight, brand strategy and commercial execution to identify athletes with credible, long-term advertising value. Then we connect the right athlete, audience and brand before that value becomes obvious.
Build an NIL strategy with us ↗Recognize potential and commercial relevance before the market fully catches up.
Understand the communities, stories and signals that make an athlete matter.
Connect athlete identity with credible partners and mutually relevant campaigns.
Turn strategy into well-structured partnerships, activations and long-term value.
The experience our team brings to UpNext.
Members of the UpNext team helped bring NBA talent, entertainment and community together in Toronto. That event experience continues to shape how we approach live sport, sponsorship and audience connection.
Toronto · Air Canada Centre
An in-store experience connecting emerging Canadian basketball talent, retail, product and recognition in a live consumer environment.
JD Sports CanadaWe work with and help develop Canada’s top NBA talent and up-and-coming prospects, bringing a perspective grounded in athletes’ development journeys.
We have experience building and executing cultural events, content, brand affiliations and large-scale production across Canada and the U.S.
Built by brand intelligence professionals, our approach connects evidence and positioning to the priorities that guide growth.
Experience built across sport, entertainment, culture and consumer markets.
Our team has worked with leading brands across campaigns, partnerships, activations and live experiences.
Relationships and experience across sport, music, entertainment and live culture.
Our team has worked with leading talent through campaigns, events, activations, athlete development and relationship-led opportunities.
Established events that bring our experience in sport, culture and live production to life.
The best Canadian high school basketball talent, together on one stage.
Signature All Canada Classic is an annual high school basketball showcase. We have hosted three editions, creating a platform for Canada’s leading high school players to compete and share the spotlight.
The event brings athletes, fans and the basketball community together around the next generation of Canadian talent.
Connect about the Classic ↗Four people. Connected expertise.
Talent intelligence & relationships
More than 30 years across basketball, event production, marketing and charity. Connects people, identifies opportunity and helps move ideas into action.
Talent intelligence & development
Brings basketball development expertise and trusted athlete relationships through 25 years of developing Canada’s top basketball talent, with an eye for potential before it becomes widely recognized.
Brand intelligence & strategy
An industry-leading brand strategist with 30 years of experience working with some of the world’s top agencies. Uses the IN OUT NEXT approach to examine brand meaning, consistency and the priorities that should guide future growth.
Commercialization & execution
Brings executive leadership, event production and operational experience to partnership development, activation and commercial delivery.
Tell us where you want to go. We’ll explore how our team can help you get there.
Based in Toronto, Canada, with ❤️
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