https://www.copelandsports.com/home daily 1.0 2026-03-30 https://images.squarespace-cdn.com/content/v1/5f734ab699d4cc76be903833/5382359a-2e18-4f33-8756-29327c2e66e4/iStock-608516034.jpg https://images.squarespace-cdn.com/content/v1/5f734ab699d4cc76be903833/32c7ec20-b835-4d1e-b17f-c0010cb5cd98/F456785E-75AB-40E8-BFC2-2DE1CBB23CCA_4_5005_c.jpeg https://images.squarespace-cdn.com/content/v1/5f734ab699d4cc76be903833/d0fb5327-5b7b-4440-b705-016e17dbf207/iStock-1157120275.jpg Home - Revenue Generation In today’s rapidly changing sports and entertainment environment, the generation of revenues from traditional sources has never been more challenging. Increased competition from an expanding landscape, changing consumer preferences and behaviour, and rapid technology evolution has changed the game – and will continue to do so at an increased pace. We help sports organizations understand the new commercial landscape, and unlock the full potential to drive revenues from existing sources, as well as leverage and create important new ones. https://images.squarespace-cdn.com/content/v1/5f734ab699d4cc76be903833/e94ca9b5-c027-4433-82a9-bf6e1fee16ee/IMG_1634.jpeg Home - Fan Engagement A sports experience can be very broadly defined. At its core, it’s the connection that fans have with their teams and players during live events - either inside the venue, on television or through digital applications. But it extends well beyond that to every emotional or physical interaction that a fan has with a league, team or player. This could be as simple as pulling on a jersey, as rich as an energetic discussion between fans on social media, or as immersive as fan participation through virtual events, e-gaming, or wagering. We help sports organizations appreciate the depth and breadth of the fan experience, and more fully develop it with them to reinforce their brands and their businesses. https://images.squarespace-cdn.com/content/v1/5f734ab699d4cc76be903833/d8a3fbe8-be1c-4e7b-b46d-c7dc68409fb6/IMG_1471.jpg Home - Brand Development A sports organization’s brand represents the very core of what that organization delivers – excitement, success, community, connection - and the most important priorities and values that the organization stands for and lives by. A great brand creates a powerful and unique identity. We help organizations define and create great brands, and ensure that they are represented consistently and creatively through every touchpoint with fans, partners, employees, and others. https://www.copelandsports.com/mcopeland-1 daily 0.75 2026-03-30 https://images.squarespace-cdn.com/content/v1/5f734ab699d4cc76be903833/6b691b1b-aa0c-430b-bbba-1c05166c5ad4/D8561F15-F854-4108-843E-DFD6D65D724C_1_201_a.jpeg Michael Copeland - Michael Copeland Michael Copeland is a proven sports executive and leader with a tremendous depth of experience in the areas of growth strategy, brand development, fan engagement and experience, sponsorship and media development, commercial negotiation, player relations, team administration, and operations management. Michael is currently the Chief Executive Officer for Woodbine Entertainment where he leads the organization during a dynamic period of transformation and growth. He was a member of the Leadership Team at Maple Leaf Sports & Entertainment (MLSE) where he led MLSE's efforts as it explored new areas of growth and opportunity in the areas of digital ventures, consumer engagement, and esports. As President and CEO of the Toronto Argonauts, Michael developed and led the organization’s new strategic direction and rebuilt its branding, commercial structures, fan relationships and experience, and day-to-day operations, including both football and business operations. In November 2017, the Argonauts won the 105th Grey Cup. Michael is the former President and COO of the Canadian Football League. He led several major initiatives for the CFL, including the establishment of a new salary cap system, the negotiation of new broadcast and digital rights agreements with TSN and ESPN, the negotiation of three new collective bargaining agreements with CFL players, the CFL’s first-ever drug testing policy, and the return of CFL football to Ottawa. Prior to joining the CFL, Michael held senior positions with Molson Coors Beverage Company and The Boston Consulting Group where he focused on consumer preferences and buying behaviour and the development of creative and innovative brands, experiences and sales strategies to generate growth. Michael also worked with Deloitte Consulting in Sydney, Australia and practiced corporate and commercial law with Blake, Cassels & Graydon in Toronto. Michael worked with Canadian Olympic and World Champion swimmer Summer McIntosh to establish her brand, foundational global partnerships and other business interests from when she emerged in 2021 at the age of 14 through her triple gold medal performance at the 2024 Paris Olympic Games. Michael has a law degree from the University of Western Ontario and an MBA from Western’s Ivey School of Business. He is a recipient of the prestigious Caldwell Partners/Globe & Mail “Canada’s Top 40 Under 40” Award, and the Western Law W. Iain Scott Business Leadership Award. He is an experienced corporate director. He is currently a member of the Board of Governors of Havergal College, and has served on the Boards of Tourism Toronto, WATERFRONToronto, Triathlon Canada, and Special Olympics Canada. https://www.copelandsports.com/what-we-do daily 0.75 2020-09-30