Creating Partnerships that Drive Measurable Success
We Play to Win
To work with the best, you have to be like the best. And we do, because we are. Through hard work, we’ve climbed the ranks of the minors to earn our place in the majors.
While our home field might be the boardroom, we play with the same grit, integrity, and authenticity as the individuals, brands, and organizations we represent. After all, game knows game. And we play to win.
Grit, Integrity, and Authenticity
GRIT
In business, as in sport, hard work—not to mention a little blood, sweat, and tears—is what it takes to win. It isn’t always pretty, but when you put in the work, you reap the rewards. We are determined, we are scrappy, and we’re not afraid to dig deep and get our hands dirty. Our grit is what sustains us when others quit.
INTEGRITY
Call it good conduct. Call it sportsmanship. Call it whatever you want, but it comes down to integrity. We conduct ourselves and our business with respect and integrity and demand the same from our partners. We play up, always.
AUTHENTICITY
We show up honestly and unapologetically each and every day. No bullshit. No airs. All heart. We speak the truth when it’s required, even when it’s hard to deliver.
Founded in 2013 and led by CEO and President Sunny Pathak, NewPath Sports & Entertainment brings together top athletes, brands, and organizations to create winning partnerships that drive results. As a premier sports marketing consultancy, NewPath Sports & Entertainment has worked with top talent such as Norman Powell, Scottie Barnes, and Christine Sinclair and organizations such as the NBA, the NHL, Timberland, Skilled Trades College, and more.
There is a misconception that the only path forward for post-secondary education is to go to university. Pursuing a trade is a highly lucrative and rewarding career path, but there is at best a lack of awareness, and at worst, a stigma associated with pursuing education in the skilled trades.
To draw attention to a different path forward, we brought Skilled Trades College and Scottie Barnes together.
As part of the partnership, Scottie acted as spokesperson in content like videos and other school promotional materials.
We also worked to develop the Scottie Barnes Scholarship aimed at providing funding for BIPOC students.
60% increase in applications.
Current term went from under capacity to full with a wait list after partnership and campaign was announced and launched.
Significant earned media coverage for both Scottie Barnes and Skilled Trades College.
Timberland wanted to take advantage of its licensing agreement with the NBA by partnering with an athlete that could connect the heritage brand with a younger audience. We identified Norman Powell as the perfect partner.
Known for his eclectic personal style and hot off the Raptor’s championship run, we knew Powell would be the perfect match to bring new life—and a new customer base—to the legacy/heritage brand, Timberland.
We connected Powell and Timberland and facilitated the multi-year agreement.
Powell’s Understand The Grind X Timberland shoe collaboration sold out within a day.
The partnership generated numerous earned media placements for both Timberland and Powell.
American Express was getting ready to launch a new credit card designed for a target audience of frequent travelers.
Superman knows a thing or two about flying—and so does Kevin Pillar, it’s his nickname for a reason, after all.
Capitalizing on Pillar’s nickname—not to mention his frequent flyer status as part of his job—we knew Pillar and Amex would be the perfect match.
As spokesperson, Pillar developed content sharing some of his top travel hacks which helped to position Amex as the card of choice for frequent travelers.
The partnership also allowed Amex to strengthen and take better advantage of their official partnership with the Toronto Blue Jays. A win/win for everyone involved.
Measurable increase in applications for new Amex cards.
Over one million video views including a strong click-through rate to Amex’s website.
Earned media coverage for both Kevin Pillar and Amex.
Sunny Pathak's recent appointment to the Premier's Council on Equality of Opportunity (PCEO) in Ontario. Explore his role in championing youth success and dismantling legacy thinking.
Get ready for Season 5 of Twine & Wine with Leo Rautins. Discover how this unique blend of wine and basketball continues to captivate audiences.
Connor Bedard's journey to the NHL Draft and his partnership with BioSteel Sports. Learn how this young hockey star is making waves.